EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN CASE OF (ETHIOTELECOM BULBULA BRANCH)

Abstract

Service quality and customer satisfaction are very important concepts companies must understand the advantage of service quality to remain competitive . The main objective of this study was to determine the effect of service quality on customer satisfaction of Ethio-telecom bulbula branch. To this effect, both descriptive and explanatory research design were applied for the study using quantitative and qualitative research approach. A structured questionnaire with 5-point Likert scale has been use to collect the data by conducting survey. 398 customers were taken as sample size and chosen on a convenient basis from Ethio-telecom bulbula branch located in Addis Ababa City. Data has been processed by using SPSS software (version: 20) and analyzed using descriptive and inferential statistics. The result of regression analysis was analyzed using descriptive and inferential statistics and reveals that reliability, tangibility, and responsiveness dimensions caused a statistically significant positive effect on customer satisfaction. However, assurance dimension didn’t cause a significant effect on customer satisfaction. Generally, The management can use the specific data obtained from the measurement of service quality in their strategies and plans specially by giving training to it's employees,by adopting new and innovative technologies,by giving continuous training to employees in order to increase their competence and to improve customer handling way.