The Effect Of Service Quality On Customer Satisfaction: The Case Of Coca Cola Beverages Africa (Ccba) Holeta Town, Oromia, Ethiopia

Abstract

The purpose of this study is to assess the effect of service quality on customer satisfaction a case of CCBA Holeta town. The components of service quality are assurance, reliability, responsiveness, empathy and tangibility and customer satisfaction in terms of fair price, choice, quality and promotion. Total populations of the study were Holeta town customers and 145 samples are taken to conduct this study. Descriptive statistics such as frequencies, mean, standard deviation and percentages and inferential statistics correlation, regression and its analysis by SPSS software were used. The result of the study shows affected of customers, also some of customers are dissatisfied and also most of customers are satisfied found from service quality and customer satisfaction. The study is more of a quantitative research and descriptive analysis has been performed to determine customer satisfaction. This study plays a vital role for the company and customers to think over on quality of service and customer satisfaction. The findings of this research are to improve quality of service and to satisfied customer. Finally, it is recommended that the organization has to achieve customer satisfaction by giving quality of service on assurance, reliability, responsiveness, empathy and tangibility components focused, more on empathy of service quality focused .