| Abstract: | This study was, therefore, conducted with the aim of examining the effect of quality service on
customer satisfaction in the case of Awash Bank, east Addis Ababa district. Six customer
satisfaction factors were examined namely tangibility, service reliability, service assurance,
empathy, responsiveness and financial aspect. Customer satisfaction is affected by various
factors and identifying and dealing with these factors accordingly should be the central premises
of any service giving business especially banking industries. Mixed research approach with
explanatory research design was used in the study by employing systematic sampling method to
select the participants. The researcher has collected primary data through questionnaire and
structured interview. The collected data were processed by using STATA14 software and
multiple regression and correlations analyses to achieve the objectives. According to the study
tangibility, service reliability, service assurance, empathy and responsiveness were found to be
the determinant service quality factors that affect customer satisfaction. On the other hand,
financial aspect has negative and insignificant relationship with customer satisfaction in the case
of Awash bank, east Addis Ababa district. Based on this, in order to improve performance of the
bank, the researcher suggested that, the bank should provide trainings to its employee regarding
the concept of quality customer service and the bank should conduct continuous customer
satisfaction survey in order to measure the level of customer satisfaction. |
