Factors Affecting Customer Satisfaction During Covid-19: The Case Of Commercial Bank Of Ethiopia, Burayu Branch, Oromia, Ethiopia

Abstract

The research aimed to identify factors affecting customer satisfaction. To measure the level of customer satisfaction attributes of the SERVQUAL instruments were used. Convenience sampling technique was employed to distribute questionnaire for the respondent. A total of 397 respondents were selected as a data source, 365 of them correctly filled the questionnaire distributed among them and these were used for analysis. The questionnaire included all quality dimensions of the SERVQUAL model namely responsiveness, assurance, empathy, reliability and tangibility, and the dependent variable that is the level of customer satisfaction. The collected data were analyzed using SPSS Version 25. Descriptive statistics, Pearson correlation, and linear regression were used to analyze the data. The finding indicates that the mean score of satisfaction was 3.23 (64.6%). Mean scores of the five dimensions were in the range of 3.1-3.87. Reliability was found to have the highest correlation with customer satisfaction. The regression result also indicates that all the service quality dimensions have an aggregate impact on customer satisfaction with R2 value of 0.87 but responsiveness has no significant impact among the five service quality dimensions. Furthermore, the service quality dimension of empathy affected satisfaction more than the other dimensions. Assurance was the second followed by tangibility. It is, therefore, the Commercial Bank of Ethiopia is suggested to improve the empathy of its service by providing information on covid-19 prevention and the costs associated, and refining working hours during pandemic covid-9; closely understanding the needs of the customer and responding on the spot. Further, the bank is recommended to have a practice of periodic measurement of service quality and customer satisfaction.