The Impact of Service Quality on Customer Satisfaction in Commercial Bank of Ethiopia, Mekelle Branch

Journal of Marketing and Consumer Research Pub Date : 2020-10-01 DOI:10.7176/jmcr/72-02

Mebrahtom Abebe Gebrehiwot

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Abstract

This paper examined the effect of service quality on customer satisfaction in Commercial Bank of Ethiopia, Mekelle branch. The five hypotheses were tested by using statistical techniques. The study is explanatory type of research. The sample size is 300 and is chosen on convenient basis. The primary source of data was collected using questionnaire. Data were analyzed by using SPSS version 21. Ordinal regression method was used to model the relationship between the customer satisfaction and service quality dimensions. The explanatory variables include tangibility, reliability, responsiveness, assurance and empathy; and the response variable is customer satisfaction. Customer satisfaction was measured on ordered, categorical, and five-point Likert scale: strongly disagree, disagree, neutral, agree and strongly agree. The model fitting statistics and the reliability of the model assumption: parallel lines tests, overall goodness of fit information were tested. The findings indicated that the explanatory variables were significantly associated with the customer satisfaction. Keywords: Service quality dimensions and Customer satisfaction. DOI: 10.7176/JMCR/72-02 Publication date: October 31 st 2020

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埃塞俄比亚商业银行迈克勒分行服务质量对客户满意度的影响

本文考察了埃塞俄比亚商业银行迈克勒分行服务质量对客户满意度的影响。运用统计技术对这五个假设进行了检验。本研究为解释性研究。样本量为300人，选取方便。主要数据来源采用问卷调查法。数据分析采用SPSS 21版。采用有序回归方法对顾客满意度与服务质量维度之间的关系进行建模。解释变量包括有形性、可靠性、反应性、保证性和共情性;响应变量是顾客满意度。顾客满意度的测量是有序的，分类的，五点李克特量表:强烈不同意，不同意，中性，同意和强烈同意。对模型拟合统计量、模型假设的信度、平行线检验、总体拟合优度信息进行检验。研究结果显示，各解释变量对顾客满意度有显著的影响。关键词:服务质量维度;顾客满意度;出版日期:2020年10月31日

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Journal of Marketing and Consumer Research

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