Assessement Of Service Quality Dimension As Antecedents Of Customer Satisfaction: The Case Of Cooperative Bank Of Oromia In Ambo Town Kutaye Branch, Oromia, Ethiopia

Abstract

Service quality is defined as a comparison of customer expectations with service performance. Good service quality leads into customer satisfaction and, therefore, makes the firms more competitive in the market. It is very important for companies to know how to measure these constructs from the customers’ perspective so as to understand their needs and satisfy them. The main goal of this study is to assess service quality dimension as antecedents of customer satisfaction in Oromia cooperative bank, Kutaye branch, Oromia, Ethiopia.Other purposes include how customers perceive service quality, identify service gap, the five service quality dimension as antecedentsof customer satisfaction, assessing service quality that contribute to higher satisfaction, factors hindering customer satisfaction,The population of the study is comprised 16251 individuals. In this study both primary and secondary source of data was used. Yamane 1967 formula and purposive sampling techniques was used in this study. Yamane formula was used to determine number of customer in order to obtain responses from all customers by distributing questionnaire. A questionnaire was designed and distributed to respondents using a convenience and purposive sampling technique for Cooperative Bank of Oromia Kutaye branch, Purposive sampling method was used to select employee to interview as indicated. The analysis carried found that, the overall service quality perceived by customers was not satisfactory; means customers’ expectations exceeded perceptions. The analysis revealed that, Time consuming, Employee behavior, Tangibility like park for car, Toilet house, Low number of Employee, Sense of respecting customer, customer attractiveness, Keeping line of customer are their major problem, The study was conducted from September 2021 to May 2022. Moreover, The data was analyzed by using spss(statistical package for social science) version 25.Stata/SE v.14 software. In order to analyze the data, both descriptive statistics and inferential statistics was used. Descriptive statistics such as Pie charts, Column Chart was used to describe variable of the study, Moreover, multiple regression (Ordinary list square model) was used to see the relationship between independents and dependent variables