Effect Of Service Quality On Customers Satisfaction

Abstract

This research was conducted to measure the service quality level of ethiotelecom, Adama points of sales. Moreover, the study tried to investigate the effect of service quality on customers’ satisfaction. To this purpose, the researcher identified the five dimensions of SERVPERF model consists of 22 different service features which are grouped in to 5 different determinants: tangibility, reliability assurance, responsiveness, and empathy. Convenience sampling technique was used to obtain 204 responses from telecom service subscribers located in Adama city. And the data obtained through self-administrated questionnaires was analyzed using statistical tools such as mean, correlation, and multiple regressions. According to the mean scores, the perception level of customers reflects agreement towards the service quality attributes which indicate that the customers are satisfied with the service quality provided by the points of sales. From the correlation analysis made, all of the five service quality dimensions have positive relationship with customer satisfaction. By comparing the correlation results and the mean scores of the service quality dimensions, the finding indicates a mismatch between the service quality the points of sales provides and service quality customers’ preferred. The points of sales give more emphasis on responsiveness of service, but what customers prefer most is reliable service.