Statistical Assessment and Identification of Factors AffectingCustomers Satisfaction of Commercial Bank of Ethiopia: In theCase of Branches in Adama, Bishoftu and Asalla Towns.

Abstract

Background: Customer’s satisfaction was the important thing that is required for theexistence of banks to be more productive and successful in any organization and businessarea. In business and business related areas mainly in banks still there is a problem ofsatisfying their customers.Objective: The objective of this study was to assess and identify factors that influencecustomer’s satisfaction in Adama, Bishoftu and Asalla towns of Commercial Bank ofEthiopia.Methods: In order to meet the objective of the study questionnaires were designed forcustomers. By using a simple random sampling, 400 customers were drawn from the targetpopulation. SPSS statistical package was used to analysis data. Both descriptive andinferential statistics methods mainly binary logistic regression model were fitted to see thesignificance of factors affecting customers satisfaction in this study. Additionally, p-value ofless than 5% level of significance was used as a cut off point for declaring the presence ofassociation between customers’ satisfaction and predictors.Results: The result of the study shows that the overall level of customer’s satisfaction in thestudy area is low (39.8%) as compared tothese of who were not satisfied (60.2%). The resultof our study also showed that most the factors included in the study were significantlyassociated with customer’s satisfaction.Conclusion: Therefore, it can be concluded that based on the comparison of branches ontheir customers satisfaction by using odd ratio customers who were using Adama andBishoftu are less satisfied as compared to customers who were in Asalla town branch. Sincethe level of customers satisfaction was low in the study area, it is more advisable andrecommended the bank managers and district managers to work cooperatively more inmaximizing satisfaction of their customers.