The Effect of Digitalization On Customer Satisfaction: In Case Of Lucy Roof Tiles Company At Addis Ababa Ethiopia

Abstract

The purpose of this study is to examine the effect of digitalization on customer satisfaction in the case of Lucy roof tiles Company. The study more specifically investigates the effect of speed of transaction, accessibility; adaptability and affordability of Digital sales room, website, online marketing are in general put under digitalized system on customer satisfaction. In order to achieve the objectives of the study, multiple linear regression method were used. Data was collected through standardize questionnaire from a sample of 178 customers that were selected using Yamane random sampling techniques. The data collected from the questionnaires were analyzed with the help of SPSS version 26 statistical tools using descriptive and multiple linear regression analyses. The Regression result indicated that there is a positive and significant effect of the independent variables (speed of transaction, accessibility, and affordability) on the dependent variable (customer satisfaction). And negative significant relation between adaptability and customer satisfaction. From the analysis, the researcher found that the company considers speed of transaction, accessibility; affordability and adaptability are major factors in affecting customer satisfaction. The researcher recommends that LRTC should give priority on improving its adaptability by creating wide and on point awareness