ASSESSMENT OF SERVICE QUALITY AND CUSTOMERS’ SATISFACTION (THE CASE OF DASHEN BANK S.C.)

Abstract

Service quality considered an important tool for a firm's struggle to differentiate itself from its competitors. The relevance of service quality to companies is that it offers a competitive advantage to companies that strive to improve it and hence bring customer satisfaction. Accordingly the main objective of this research was to examine service quality and customer satisfaction in Dashen Bank. To achieve the objectives of the study data had been collected from the bank customers through questionnaire designed based on Likert rating scale. The study adopted a descriptive research design which assisted to examine the technical and functional service quality and customer satisfaction in the bank. The collected data were edited, coded and entered in to SPSS statistics software and descriptive analysis tool such as frequency; mean value and standard deviation were used to analyze the data. The finding of the study showed that functional quality attributes (Tangibility, Reliability, Responsiveness, Empathy and Assurance) was sufficiently addressed to impact positively customer’s judgment towards service quality of the bank. Technical service quality (waiting time and valence) wise, notwithstanding the lengthy of waiting time customers were felt served adequately in the bank. Thus customer satisfaction is marginal in the bank. Accordingly, increasing number of service staffs in branch banks, encouraging customer to use E-banking alternatives and upgrading the bank internet and network connections were among the recommendations forwarded to enhance customer satisfaction in the bank.