TROPI

CALCOLLEGEOFMEADI
CINEDEBREMARKOSCAMPUS
DEPARTMENTOFMANAGEMENT

THE I
MPACT OF SERVI
CE QUALI
TY ON CUSTOMER SATI
SFACTI
ON:I
N CASE OF
COMMERCI
ALBANKOFETHI OPI
AN,(NI
GUSTEKLEHAYMANOT BRANCH)

A RESEARCH PAPER SUBMI

TTED TO THE DEPARTMENT OF MANEGEMENT I
N
PARTIALFULFI
LLMENTOFREQUIREMENTFORTHEBACHERLOROFARTS DEGREEI
N
MANAGEMENT.

PREPAREDBY:

NAME I
DNo

1,
GETNETWERKEGASHAW.
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WUBLI
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3,
ASMARECH MULUBI
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AYALEMAYEHU.
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5,
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WUBANCH DEMEKEABATE.
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7,
SAMRAWI
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ADVI
SOR:MANAYEMOSSI
E/MSC/

DEBREMARKOS,
ETHOPI
A,2023

i
Acknowl
edgment

Wewoul dliket othankouradv i

sorMANAYEMOSSIE/MSC/f orallhisprof
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espect
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andstudies.

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Acr
ony
ms
CBE;Commer
cial
bankofEt
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ATM;
Aut
omat
icTel
l
ermachi
ne

CSO;Cust
omerser
viceof
fi
ce

SERVQUAL;
Ser
vicequal
i
ty

i
i
i
Abst
ract

Theobj ecti
veoft hisstudyist oanalyzetheimpactofser vi
cequalityoncust omer’
s
sati
sfacti
oni ncaseofCBEi nNi gusTeklehymanotbr anch.Tomeett heobject
ives,t
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onusingcensusandRandom
samplingmet hodandtowhom quest ionnai
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ipti
vedataanalysi
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thasbeenf oundt hatthepromptser vi
ceofCBEi s
occasionall
y,shor
tageofmateriall
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i
v
TABLEOFCONTENTS Page

Li
stcont
ent

Acknowl
edgment
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Abst
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lV

Tabl
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lX

CHAPTERONE

1.
INTRODUCTI
ON………………………………………………………………………….
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1

1.
1.Backgr
oundoft
hest
udy
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1

1.
2.St
atementoft
hepr
obl
em.
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2

1.
3.Resear
chquest
ion.
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.3

1.
4.Obj
ect
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hest
udy
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.………………3

14.
1.Gener
alobj
ect
ive.
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.…3

1.
4.2.Speci
fi
cobj
ect
ives.
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.3

1.
5.Si
gni
fi
canceoft
hest
udy
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.4

1.
6.Del
i
mit
ati
onoft
hest
udy
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4

1.
7.Or
gani
zat
ionl
ayoutoft
hest
udy
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4

1.
8Li
mit
ati
onoft
hest
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..5

v
CHAPTERTWO

2.REVI
EW OFRELATEDLI
TERATURE.
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6

2.
1Backgr
oundandconceptofQual
i
tyCust
omerSer
vice.
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6

2.
2Cust
omerSer
vice.
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.6

2.
3Impor
tanceofCust
omerSer
vice.
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7

2.
4Fact
orsaf
fect
ingSer
vicequal
i
ty.
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7

2.
4.1I
nter
nal
fact
ory
’saf
fect
ingser
vicequal
i
ty.
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7

2.
4.1.
1Mot
ivat
ion.
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.8

2.
4.1.
2Tr
aini
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.9

2.
4.1.
3Jobsat
isf
act
ion.
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.9

2.
4.1.
4St
ruct
ure.
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10

2.
4.2Ext
ernal
fact
orsaf
fectser
vicequal
i
ty.
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.10

2.
4.2.
1Compet
it
ion.
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10

2.
4.2.
2Economi
cs.
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11

2.
4.2.
3Ext
ernal
communi
cat
ion.
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.11

2.
5Managi
ngser
vicedi
ff
erent
iat
ion.
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12

2.
5.1Of
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12

2.
5.2Del
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.12

2.
6Managi
ngser
vicequal
i
tybusi
ness.
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.12

2.
7Ser
vicequal
i
tyandcust
omersat
isf
act
ion.
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.13

2.
8Measur
ingser
vicequal
i
ty.
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.13

2.
9Pr
inci
pleofmanagi
ngser
vicequal
i
tyandcust
omersat
isf
act
ion.
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.14

v
i
CHAPTERTHREE

3.RESEARCHMETHODOLOGI
ES……………………….
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.…………….
15

3.
1Resear
chDesi
gn.
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.15

3.
2St
udyPopul
ati
on.
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.15

3.
3Sampl
eSi
zeandSampl
i
ngt
echni
que.
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..
.15

3.
3.1Sampl
i
ngt
echni
que……………………………………………………….
..
..
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………….
15

3.
3.2Sampl
i
ngSi
ze…………………………………………………….
..
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.…………….
..
16

3.
4Dat
acol
l
ect
ioni
nst
rument
s..
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.16

3.
5Met
hodofDat
aanal
ysi
sandi
nter
pret
ati
on.
..
..
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16

CHAPTERFOUR

4,DATAANALYSI
S,I
NTERPRETATI
ONANDPRESENTATI
ON.
..
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..
17

4.
1Anal
ysi
sofResponsesofCust
omer
……………………………….
..
..
..
..
..
..
..
..
..
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..
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..
.…………………17

4.
1.1Demogr
aphi
cal
Prof
il
e..
..
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17

4.
1.1.
1SexofRespondent
s(Cust
omer
s)…………………….
..
..
..
..
..
..
..
..
..
.………….
….…….
..
…..
…………17

4.
1.1.
2AgeRangeofRespondent
s………………………………….
…..
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..
..
..
..
..
..
..
..
..
..
.……….
…………18

4.
1.1.
3Occupat
ional
stat
usofr
espondent
s………………………….
..
..
..
..
..
..
..
..
..
..
..
.….
..
……….
..
.………19

4.
1.1.
4Educat
ional
lev
el……………………………….
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.……….
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..
.…….
.………….
.….
……20

4.
2Inf
ormat
ionr
egar
dingt
ocust
omerr
esponset
otheCBEser
vice…………….
..
..
..
.….
…..
……20

4.
2.1Cust
omer
susageoft
hebef
oreandhowl
ongt
hey

hav
ebeenacust
omer
soft
hisbank………………………………………………………………….
..
..
..
..
….….
…….
20

4.
2.2Thepr
omptser
vicef
orCBENegusTekel
eHay
manotbr
anch……………….
…..
.….
.….
……22

4.
2.3Theser
vicepr
ovi
dedbyempl
oyees…………………………….
.……….
..
..
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..
..
……….
..
………23

4.
2.4Fact
orsaf
fect
ingcust
omer
s’pr
efer
ence………………………….
..
..
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………….
………….
24

4.
2.5Del
i
ver
yofot
herser
vice……………………………………….
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………….
.………….
…..25

v
ii
4.
2.6Per
for
manceoft
heempl
oyeesofCBENegusTekel
eHay
manotbr
anch……….
..
…..
26

4.
2.7Theov
eral
lqual
i
tyoft
heCBENegusTekel
eHay
manotbr
anchser
vice.
..
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..
.27

4.
3Anal
ysi
sofr
esponsesofempl
oyees…………………….
..
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………………….
.….
……….
.28

4.
3.1Demogr
aphi
cal
prof
il
e………………….
..
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..
………………………………….
…..
..
…………28

4.
3.2.
1Ageoft
her
espondent
s(empl
oyees)
…………….
..
..
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..
.……….
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..
.….
…………….
28

4.
3.2.
2IncomeLev
elofRespondent
s……………….
…..
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..
…….
……………………………….
29

4.
3.2.
3Educat
ionLev
el…………………………….
.…….
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..
………………….
……………….30

4.
3.2.
4Lengt
hofSer
vice……………………….
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..
…….
………….
………………….
……….31

4.
4Inf
ormat
ionRegar
dingt
oEmpl
oyeeResponset
oCBESer
vice…………….
..
.….
….……….
..32

4.
4.1TheEmpl
oyeesJobNat
ure………………………….
…………………….
..
..
..
..
..
..
..
..
..
..
..
..
.….
……….
.…32

4.
4.2Empl
oyeesTr
eat
mentoft
hecust
omerwi
thi
nCBE…………….
..
..
..
..
..
……….
…..
…..
.………33

CHAPTERFI
VE

5.C0NCLUSSI
ONANDRECOMMENDATI
ON.
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.34

5.
1Concl
usi
on……………………………………….
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.…………….
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.….
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.……………….
34

5.
2Recommendat
ion………………………….
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.……….
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….…….
………………………….
36

REFERENCES.
..
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37

APPENDI
XES

Appendi
xesA………………………………………………………………….
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.38

Appendi
xesB………………………………………………………………….
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.41

v
ii
i
 LI
STOFTABELES

Page

Tabl
e4.
1.1sexofRespondent
s(cust
omer
s).
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
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..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
17

Tabl
e4.
1.2AgeRangeofRespondent
s..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..18

Tabl
e4.
1.3Occupat
ional
stat
usofRespondent
s..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..19

Tabl
e4.
1.4Educat
ional
lev
el.
..
..
..
..
..
..
..
..
..
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..
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..
..
..
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..
..
.20

Tabl
e4.
1.5Doy
ouuset
hisbankasopt
ionand

howl
onghav
eyoubeenacust
omeroft
hisbank?
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
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..
..
..
..
..
.20

Tabl
e4.
1.6Doy
oual
way
sgetpr
omot
eser
vicewhenev
ery
ouv
isi
ttheCBE.
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..22

Tabl
e4.
1.7Ar
eyouhappybyt
heser
vicepr
ovi
dedbyempl
oyee.
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
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..
..
23

Tabl
e4.
1.8Pr
efer
encemor
etouset
heCBE.
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
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..24

Tabl
e4.
1.9Ot
herser
vice.
..
..
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..
..25

Tabl
e4.
1.10Ar
eyousat
isf
iedwi
tht
heper
for
manceoft
heempl
oyeesoft
hisbank?
..
..
..
..
..
..
..
..
..
..26

Tabl
e4.
1.11Ov
eral
lqual
i
tyoft
heCBEser
vice.
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..27

Tabl
e4.
2.1Ager
angeofRespondent
s..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
.28

Tabl
e4.
2.2I
ncomel
evel
ofRespondent
s..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
.29

Tabl
e4.
2.3Educat
ional
lev
el.
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
.30

Tabl
e4.
2.4Lengt
hofser
vice.
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..31

Tabl
e4.
2.5Empl
oyeesj
obi
nCBE.
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
.32

Tabl
e4.
2.6Tr
eat
mentoft
hecust
omer
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..33

i
x
x
 CHAPTERONE
1.I
NTRODUCTI
ON

1.
1.Backgr
oundofTheSt
udy

I
ntodayi
ncr
easi
ngl
ycompet
it
iveenv
ironment
,qual
i
tyser
viceandcust
omersat
isf
act
ion
ar
e cr
it
icalt
o cor
por
ate or
gani
zat
ions.Del
i
ver
ing hi
gh qual
i
ty ser
vice i
sli
nked t
o
i
ncr
easedpr
ofi
ts,costsav
ingsandcor
por
atei
mage.Cust
omersat
isf
act
ioni
sther
out
e
t
osust
ainedhi
ghper
for
mance.Or
gani
zat
ionsshoul
dbeawar
eoft
hef
actt
hatcust
omer
di
ssat
isf
act
ionl
eadst
o def
ect
ionandl
ongt
erm l
osses. Ensur
ingqual
i
tycust
omer
ser
vicei
sev
ery
body
’sbusi
nessi
ntheor
gani
zat
ion.Howev
er,i
tist
het
opmanagement
r
esponsi
bil
i
tyofcr
eat
inganenv
ironmentt
hatf
ost
erscust
omerdr
ivenser
vicesi
na
cust
omeror
ient
edor
gani
zat
ion(
Lov
elock1984)
.

Manycompani
eshav
ereal
i
zedt
hatpr
ofi
tscanbemadebysat
isf
yingcust
omer
s.I
nmany
i
nst
ances,t
hishasmeantacompl
eter
eor
gani
zat
ionoft
hecompanyf
rom r
esear
chand
dev
elopmentandmanuf
act
uri
ngt
omar
ket
inganddi
str
ibut
ion,
aimedatgi
vi
ngcust
omer
s
whatt
heywant
,whent
heywanti
tandhow t
heywanti
t.Behi
ndt
heappr
oachi
sa
cust
omer
-f
ocused phi
l
osophyai
med atdel
i
ver
ing t
heser
vicest
hatcust
omerseeks,
mar
ketshar
esandpr
ofi
tsar
eder
ivedbykeepi
ngcl
oser
emot
ecust
omer
s(Br
adl
ey1995)
.
Tobesuccessf
ul,acust
omerf
ocusmustst
artwi
thaf
orcef
ulcommi
tmentf
rom seni
or
execut
ives.Att
hesamet
ime,
itmustbeacknowl
edgedt
hatempl
oyeeswhodealdi
rect
ly
wi
thcust
omer
sar
eint
hekeyposi
ti
ont
oensur
ethatamar
ket
ingpl
anwor
ks.

I
nnov
ati
vecompani
esensur
ehi
ghmot
ivat
ionamongsuchempl
oyeesbyempower
ing
t
hem t
o sol
vecust
omerpr
obl
emsont
hespot
.Theper
for
manceoft
hecompany
’s
pr
oduct
sandser
vicesf
rom t
heconsumer
’spoi
ntofv
iew i
sev
aluat
edandal
evelof
sat
isf
act
iondet
ermi
ned.Thegr
eat
ert
hel
evel
sofsat
isf
act
ion,t
hemor
econsumer
sar
e
expect
edt
orewar
dthecompanywi
tht
hei
rlong-
ter
mloy
alt
y,whi
chshoul
dresul
tin
heal
thypr
ofi
tsev
eral
ongper
iodoft
ime(
Bradl
ey,
2002)
.Cust
omerser
vicei
srespondi
ng
t
ocust
omerneedsandexpect
ati
onsi
nawayt
hatwi
l
lmaket
hem hav
eamemor
abl
e
exper
ienceandmot
ivat
ethem t
ocomebackandt
otel
lot
her
s.

1
I
nthi
s,compet
it
ivewor
ld,busi
nessor
gani
zat
ionsmustunder
standt
hei
mpor
tanceof
cust
omerasi
tsf
utur
eorgr
owt
hisconcer
ned.I
tmustunder
standt
hati
tsexi
stencel
i
es
i
nthehandsoft
hecust
omerandt
her
efor
ethecompanyshoul
dmakemanyef
for
tsatal
l
cost
stoat
tract
,mai
ntai
nandcapt
urecust
omer
’sl
oyal
ty.I
tshoul
dseekf
ir
stt
heneeds
andwant
soft
het
argetmar
ketanddel
i
vert
hem i
nanef
fi
cientandef
fect
ivewayt
hat
sat
isf
iest
het
argetmar
ket(
Maxhand&pl
owman1992)
.

1.
2.St
atementoft
hepr
obl
em

Duet
othechangi
ngt
echnol
ogi
es,pr
essur
etoachi
evecor
por
ateobj
ect
ives,needt
o
i
mpr
ovepr
oduct
ivi
tyandpr
ofi
tabi
l
ity
,needt
ocont
roloper
ati
oncost
sandcur
bwast
age,
t
her
eisneedt
oimpr
oveoncust
omerser
vicei
nbanki
ngi
ndust
ry.Pr
evi
ousl
y,ser
vice
pr
ovi
der
shar
dlyacknowl
edgedt
hei
mpor
tanceofcust
omerser
vice.Cur
rent
lyt
hemoder
n
cust
omerexpect
stobet
reat
edasanequalpar
tnerwi
thcour
tesyandef
fi
ciencyt
hus
needofor
gani
zat
iont
omaket
hecust
omerf
eel
thev
alueofusi
ngi
tspr
oduct
sorser
vices
i
sgr
eat
ert
hant
hepr
icet
hecust
omeri
tpay
ing(
Bradl
ey,
2002)
.

Excel
l
encei
nser
vicequal
i
tyi
sakeyt
oachi
evecust
omersat
isf
act
ionandpr
ofi
tabi
l
ity
.A
ser
vicequal
i
tyanal
ysi
sdet
ailst
udyofpr
oductorser
vicet
hator
gani
zat
ionabl
etopr
ovi
de
t
oit
srespect
ivecust
omerf
orbusi
nessor
gani
zat
ion.Li
keCBEt
hedet
ailexami
nat
ionor
st
udyoff
act
oraf
fect
ingser
vicequal
i
tyi
scr
uci
albecausei
tat
tempt
stoi
dent
if
ythe
i
nter
nalandext
ernalf
act
ort
hataf
fectt
heCBEser
vicequal
i
ty,t
oassessact
iont
akenby
CBEt
oincr
easei
tsser
vicequal
i
tyandi
mpr
ovet
hecust
omersat
isf
act
ion,t
oanal
yzet
he
sat
isf
act
ionl
evelofcust
omeront
heser
viceCBEandt
oident
if
yimpact
sofgi
vi
ngpoor
qual
i
tyser
vicesoncust
omersat
isf
act
ion.

Mostst
udyi
ndi
cat
est
hatser
vicequal
i
tyi
saf
fect
edbypr
oductwhi
cht
heypr
ovi
det
o
cust
omer
s.Howev
er,t
hepr
oductwoul
dnotonl
yfact
ort
hataf
fect
sser
vicequal
i
tybut
al
so t
her
e ar
e ot
herf
act
orst
hose notst
udi
ed i
nthe r
esear
ch,so t
he r
esear
cher
mot
ivat
edt
oaddr
esst
hisgap.Ther
esear
cheri
ntendedt
ost
udyot
herf
act
orssuchas
pr
iceofpr
oduct
,qual
i
tyoft
heempl
oyee,qual
i
tyoft
hepr
oduct
,li
tt
leorl
owat
tent
ionf
or
t
hef
act
orst
hataf
fectt
hei
rser
vicequal
i
tyandbyt
hei
rser
vicewhi
cht
heypr
ovi
det
hei
r

2
cust
omer
.Ther
efor
e,sof
arnost
udyhasbeenunder
takenr
egar
dingt
hei
mpact
sof
ser
vice qual
i
tyon cust
omersat
isf
act
ion i
n CBE Negus Tekel
e Hay
manot br
anch.
Al
though t
he bankadopt
ed and pr
ovi
ded new ser
vice pr
oduct
s,f
rom ourper
sonal
obser
vat
ionandPi
l
atest
udyt
hathasbeenconduct
ed,manycompl
ainandi
nef
fi
cient
ser
viceshav
ebeenobser
ved.Thus,t
hei
ntent
ionoft
hisr
esear
chi
stoanal
yzet
he
i
mpact
sofqual
i
tyser
viceoncust
omersat
isf
act
ioni
nCBENegusTekel
eHay
manot
br
anch.
1.
3.Resear
chquest
ion
Speci
fi
cal
l
y,t
hisst
udywasi
ntendedt
oaddr
esst
hef
oll
owi
ngr
esear
chquest
ions:

▶ Whatar
eint
ernal f
act
orst
hataf
fectt
heser
vicequal
i
tyofCBENegusTekel
e
Hay
manotbr
anch?
▶ Whatact
iont
obet
akenbyCBEt
oincr
easei
tsser
vicequal
i
ty& i
mpr
ovet
he
cust
omersat
isf
act
ion?
▶ Whati
sthel
evel
ofcust
omersat
isf
act
ioni
nCBENegusTekel
eHay
manotbr
anch?
▶ Whatar
ethei
mpact
sofgi
vi
ngqual
i
tyser
vicesoncust
omersat
isf
act
ion?
1.
4.OBJECTI
VEOFTHESTUDY
1.
4.1.Gener
alObj
ect
ive
Thegener
alobj
ect
iveoft
hecur
rentst
udyi
stoanal
yzet
hei
mpact
sofser
vicequal
i
tyon
cust
omersat
isf
act
ioni
ntheCBENegusTekel
eHay
manotbr
anch.
1.
4.2.Thespeci
fi
cobj
ect
ivesoft
hest
udywi
llbe:
▶Toi
dent
if
ythebasi
cint
ernalandext
ernalf
act
orst
hataf
fect
stheser
vicequal
i
tyof
CBENegusTekel
eHay
manotbr
anch.
▶Toassessact
iont
akenbyCBEt
oincr
easei
tsser
vicequal
i
tyandi
mpr
ovet
he
cust
omersat
isf
act
ion.
▶Toanal
yzet
hesat
isf
act
ionl
evel
ofcust
omeront
heser
viceCBE.
▶Toi
dent
if
yimpact
sofgi
vi
ngqual
i
tyser
vicesoncust
omersat
isf
act
ion.

3
1.
5.Si
gni
fi
canceoft
hest
udy
Ensur
ing t
he ser
vice qual
i
tyf
orbr
ingi
ng sust
ainabl
e cust
omersat
isf
act
ion i
n any
busi
nessenv
ironmenti
sver
ydeci
siv
eandi
thasknockedt
hedoorofev
erybusi
ness
or
gani
zat
ion.Tot
hisend,excel
l
encei
nser
vicequal
i
tyi
sakeyt
oachi
evecust
omer
sat
isf
act
ionandmai
ntai
npr
ofi
tabi
l
ity
.Besi
desbusi
nessesor
gani
zat
ionsar
eindy
nami
c
env
ironmenti
nwhi
cht
heyar
eoper
ati
ng.Asar
esul
t,i
dent
if
yingandanal
yzi
ngt
hei
nter
nal
andext
ernalf
act
orst
othebusi
nesshav
epar
amounti
mpor
tancef
ort
hesuccessf
ul
achi
evement
soft
heor
gani
zat
ion.Ther
efor
e,wewoul
dar
guet
hatt
her
esul
toft
hisst
udy
:
▶Hel
pst
heBanki
nfi
ndi
ngoutt
hebasi
cint
ernalandext
ernalf
act
orst
hataf
fect
sthe
ser
vicequal
i
ty.
▶Hel
pscust
omercar
edepar
tmentt
opoi
ntoutar
east
oweaknessandi
mpr
oveon
t
hem soast
oof
ferqual
i
tycust
omerser
vice.
▶ser
vesasar
efer
encedocumentf
orf
urt
herr
esear
chi
nsi
mil
arar
eai
nthef
utur
e.
1.
6.Del
imi
tat
ionoft
hest
udy
Despi
tet
hemul
ti
plei
ssuesr
elat
edwi
thser
vicequal
i
ty,
thi
sst
udyboundi
tsel
fonl
ytot
he
i
mpact
sofser
vicequal
i
tyoncust
omersat
isf
act
ioni
nCBENegusTekel
eHay
manot
Br
anch.I
ngener
al,
inal
lbanki
ngi
ndust
ri
esoft
hecount
ry,
ser
vicequal
i
tyhasbeenal
ong
t
erm consi
der
ati
onf
oropt
imi
zat
ionoft
hepr
ofi
t.Butf
ort
hepur
poseoft
hisst
udy
,onl
y
CBENegusTekel
eHay
manotBr
anchi
sconsi
der
ed.Fort
hisandot
herr
elev
antr
easons
t
hest
udyr
esul
twoul
dnott
otal
l
ybegener
ali
zedt
oal
lBanksi
nEt
hiopi
a.
1.
7.Or
gani
zat
ionall
ayoutoft
hest
udy
Thet
hemeoft
hest
udywasf
ocused onanal
ysi
sofi
mpact
sofser
vicequal
i
tyon
cust
omersat
isf
act
ioni
nCBENegusTekel
eHay
manotBr
anch.Thest
udyr
epor
twas
st
ruct
uredasf
oll
ows.Thef
ir
stchapt
eroft
hest
udydeal
swi
tht
hegener
ali
ntr
oduct
ionof
t
hest
udy
.Thesecondchapt
erwaspr
esent
edr
evi
ewofr
elat
edl
i
ter
atur
ewi
thr
espectt
o
t
het
heor
eti
calper
spect
iveofSer
vicequal
i
tyi
nli
newi
thcust
omersat
isf
act
ionand
empi
ri
calst
udi
esonser
vicequal
i
ty.Thet
hir
dchapt
erpr
ovi
desaboutmet
hodol
ogyoft
he
st
udy
.

4
Thef
our
thchapt
eri
ncl
udest
hequant
it
ati
veandqual
i
tat
ivepr
esent
ati
on,anal
ysi
sand
i
nter
pret
ati
on of dat
a. The l
ast chapt
er wer
e encompassed concl
usi
ons and
r
ecommendat
ions.

1.
8.Li
mit
ati
onoft
hest
udy

Ther
esear
cherhasf
acedmanypr
obl
emsdur
ingconduct
ingt
hisr
esear
ch.Themost
r
ecogni
zedandv
erychal
l
engi
ngl
i
mit
ati
onsoft
hest
udyar
e:-

▶ Lackofenoughf
inanci
alsuppor
ttoaccompl
i
sht
hest
udyef
fect
ivel
y.

▶ Lackofcooper
ati
onandi
nter
estofsomeempl
oyeesi
nrespondi
ngt
oquest
ionnai
res
andf
il
li
ngi
tcar
elessl
y.

▶ UNwi
l
li
ngnessoft
her
espondent
stogi
veappr
opr
iat
eanswert
oquest
ionpr
ovi
ded.

5
 CHAPTERTWO

2.Rev
iewofRel
atedLi
ter
atur
e

2.
1Backgr
oundandconceptofQual
it
yCust
omerSer
vice

Cust
omerser
vicei
saconcept
-t
aki
ngr
ooti
nEt
hiopi
a.Thebanki
ngt
echnol
ogi
eshav
e
seeni
mmensechangesmaki
ngt
hei
ndust
ryal
eadi
ngshowpi
eceoft
echnol
ogyexper
ti
se
i
nser
vicedel
i
ver
ytocust
omerandt
hegener
alpubl
i
caswhol
e.Qual
i
tycust
omerser
vice
i
scr
uci
ali
nser
vicedel
i
ver
y.I
tmai
ntai
nst
hatbyunder
standi
ngandmeet
ingcl
i
ent
’s
needs,mostbankscani
mpr
ovet
hequal
i
tyofi
tsser
vices.Busi
nesses,whi
chpr
ovi
de
excel
l
entser
vice t
othei
rcust
omer
s,y
iel
d manybenef
it
sto bot
h busi
ness and t
o
cust
omer
s.

Compani
eswhi
chconcent
rat
eongi
vi
ngexcel
l
entcust
omerser
vicecanof
tenr
elyon
wor
dofmout
htoboostt
henumberofcust
omer
srat
hert
hanadv
ert
isi
ng.Di
ssat
isf
ied
cust
omer
scanser
iousl
ydamaget
her
eput
ati
onofabusi
nessandkeepnewcust
omer
s
away(
Car
yfor
th,Rawl
i
son&Wel
d,1993)
.Acust
omeri
stheonl
yonekeyf
ocalpoi
ntf
or
busi
nessi
nthewor
ld.Acust
omeri
sany
bodywhobuy
sgoodsandser
vicesf
orhi
sorher
ownuseorf
orsel
l
ing(
Lesl
ey&Faur
e,1992)
.

2.
2Cust
omerSer
vice

Cust
omeri
nvol
vest
askor
ient
ed act
ivi
ti
esot
hert
han pr
oact
ivesel
l
ing t
hati
nvol
ves
i
nter
act
ionswi
thcust
omeri
nper
sonbet
elecommuni
cat
ionsorbymai
l
.Thi
sfunct
ion
shoul
dbedesi
gned,per
for
medandcommuni
cat
edwi
tht
wo goal
sinmi
nd.Thati
s
cust
omersat
isf
act
ion and oper
ati
onalef
fi
ciency
.Ser
vices ar
e gi
ven f
ace t
oface,
i
nter
act
ionsandbehav
ioroft
heser
vicepr
ovi
deri
sref
lect
ionofwhathappensi
nthef
ir
m

6
wi
thi
n(Lov
elock,1984)
.Mar
ket
ing off
inanci
alser
vicesi
smuch br
oaderand mor
e
compl
exwi
thal
otofi
nter
act
ionbet
weent
heor
gani
zat
ionandal
sobet
weent
heser
vice
made,
sol
dandconsumed.

Thecust
omerper
cept
ionoft
heser
vicei
sdr
awnf
rom t
heper
sonal
i
tyandbehav
ioroft
he
per
son.Qual
i
tycust
omerser
vicei
sassoci
atedwi
that
ti
tude,awayoft
hinki
ngand
phi
l
osophyofdoi
ngbusi
nesst
hatemphasi
zesast
rongcommi
tmentandasi
ncer
e
dedi
cat
iont
osat
isf
yingcust
omer
s.I
tadv
ocat
esmaki
ngsat
isf
act
iont
hef
ir
stpr
ior
it
yof
t
hecompany(
Lov
elock1984)
.

2.
3Impor
tanceofCust
omerSer
vice

Thesuccessofanybusi
nessor
gani
zat
ioni
sdet
ermi
nedbycust
omerser
vice.Pr
oxi
mit
y
t
ocust
omer
siscr
uci
alsi
ncet
heyar
eof
tent
hebestsour
ceofi
nfor
mat
ion.Acust
omer
’s
per
cept
ionofser
vicequal
i
tyi
simpor
tantast
heact
ualqual
i
ty,whi
chcanbemeasur
ed
agai
nstspeci
fi
cat
ionsf
ort
hepr
oductorser
vice.Qual
i
tycust
omerser
vicewi
l
lmaket
he
cust
omermuchdel
i
ght
ed.Cust
omer
’sl
oyal
tywi
l
ltur
nleadt
omor
erepeatbusi
ness.
Del
i
ght
ed cust
omer
s ar
e company
’s bestsal
esman and happycust
omer
s cont
inue
pr
ocl
aimi
ng about t
he qual
i
ty ser
vice t
hey r
ecei
ve t
o ot
her cust
omer
s
(
Maxhand&Pl
owaman,
1992)

Thet
ypi
calcust
omersat
isf
act
ioni
ndexi
sdi
rect
lyr
elat
edt
oper
cei
vedabi
l
ityofi
ndi
vi
dual
ser
viceor
gani
zat
iont
omeett
heser
vicet
imer
equi
rement
.Cust
omer
sleav
edi
ssat
isf
ied
whent
heyf
eelhav
espentt
oomucht
imeonsomet
hingwhi
chwoul
dtakel
essl
ong.
Qual
i
tyi
sper
cei
vedobj
ect
ivel
yandsubj
ect
ivel
y(Bl
ummber
g,1991)

2.
4Fact
orsaf
fect
ingSer
vicequal
it
y

2.
4.1I
nter
nalf
act
orsaf
fect
ingser
vicequal
it
y

Thei
nter
nalbusi
nessenv
ironmenti
ncl
udef
act
orwi
thi
ntheor
gani
zat
iont
hati
mpactt
he
appr
oachandsuccessofy
ouroper
ati
on.Theext
ernalenv
ironment
sconsi
stofav
ari
ety
off
act
orsout
sidey
ourcompanydoort
haty
out
ypi
cal
l
ydon'
thav
emuchcont
rolov
er

7
managi
ngt
hest
rengt
hofy
ouri
nter
naloper
ati
onandr
ecogni
zi
ngpot
ent
ialoppor
tuni
ti
es
andt
hreat
sout
sideofy
ouroper
ati
onar
ekey
stobusi
nesssuccess.Ther
oleofcompany
l
eader
shi
pisi
mpor
tanti
nter
nalbusi
nessf
act
ory
ourl
eader
shi
pst
yleandt
hest
yleof
ot
hercompanymanagementi
mpactor
gani
zat
ionalcul
tur
e.Theposi
ti
veornegat
ive
nat
urel
evel
off
ami
l
yfr
iend'
sef
fect
ivenessofcommuni
cat
ionandv
alueofempl
oyeesar
e
cul
tur
ali
mpl
i
cat
ionst
hatr
esul
tfr
om l
eader
shi
pappr
oachescompany of
tenpr
ovi
de
f
ormalst
ruct
ureordi
rect
ionwi
thmi
ssi
onandv
isi
onst
atement
s.Thesear
efor
war
d
l
ooki
ngst
atementt
hatpr
ovi
dest
hebusi
nessf
orcompanydeci
sionsandact
ives[
sal
em,
2007]
.

2.
4.1.
1MOTI
VATI
ON

Empl
oyee’
smot
ivat
iont
owor
kconsi
stsofal
ldr
iver
s,f
orcesandi
nfl
uences,
consci
ousor
unconsci
oust
hatcausest
heempl
oyeewantt
oachi
evecer
tai
nai
ms.Empl
oyeesshoul
d
bei
nducedt
o wor
khar
der
,fast
er,andmor
eef
fi
cientandwi
thgr
eat
erent
husi
asm.
Or
gani
zat
ionsr
ewar
dsy
stemsmaybeappl
i
edt
othef
ir
stmot
iveandj
obdesi
gnt
othe
l
ater
.Aper
son’
smot
ivat
ioncoul
dbegr
eat
lyi
nfl
uencedbyhi
sorherunconsci
ousmi
nd
(
Sigmund)Ski
nner
s’t
heor
yimpl
i
ed t
hatmot
ivat
ion emer
ges f
rom t
he i
nter
play of
st
imul
usandr
esponse.Forexampl
epov
ert
ycausest
hesear
chf
orwor
kandoncet
he
i
ndi
vi
dual
obt
ainsempl
oyment
,wor
kshar
dsoast
omaxi
mizei
ncome.

Handydev
elopedanot
heroft
hepr
ocesst
heor
iesofmot
ivat
ion.Hesuggest
edt
hatf
or
i
ndi
vi
dualdeci
siont
her
eisaconsci
ousassessmentoft
hreef
act
ors,
whi
cht
het
ermst
he
mot
ivat
ionalcal
cul
us.Thef
act
orsar
e;t
hei
ndi
vi
dual
’
sneedst
hedesi
resr
esul
tsandt
heE
f
act
or.Hesuggest
edmot
ivat
ioni
nor
gani
zat
ionbei
ncr
easedwheni
ntendedr
esul
tsar
e
made cl
earand when t
her
eisf
eedback on per
for
mance.Al
so he suggest
ed t
hat
i
ndi
vi
dual
sar
emor
ecommi
tt
edt
ospeci
fi
cgoal
swhi
chhav
ehel
pedt
osett
hemsel
ves
[
Sal
em,
2007]

8
2.
4.1.
2TRAI
NING

Tr
aini
ngi
sthepr
ocessofi
ncr
easi
ngknowl
edgeandski
l
lsofanempl
oyeef
ordoi
ng
par
ti
cul
arj
obs.I
tisanor
gani
zedact
ivi
tydesi
gnedt
ocr
eat
eachangei
nthi
nki
ngand
behav
iorofpeopl
eandt
oenabl
ethem dot
hei
rjobsi
nmor
eef
fi
cientmanner
.Iti
sal
so
i
mpar
ti
ngt
echni
calknowl
edge,mani
pul
ati
veski
l
ls,pr
obl
em sol
vi
ngabi
l
ityandposi
ti
ve
at
ti
tudes(
Sal
em,
1997)
.Thepur
poseoft
rai
ningi
stoi
mpr
oveknowl
edgeandski
l
lsandt
o
changeat
ti
tudes.I
tisoneoft
hemosti
mpor
tantmot
ivat
orandi
sthekeyt
oimpr
oved
or
gani
zat
ionalper
for
mance.I
thel
pst
oreconci
l
ethegapsbet
weenwhatshoul
dhappen
andwhati
shappeni
ng.New ski
l
lsandapt
it
udesar
erequi
redt
ooper
ateef
fect
ivel
ytop
t
henew t
echni
quesandequi
pment
.Wor
ker
shav
etobet
rai
nedf
ornew j
obsandf
or
handl
i
ngt
hepr
esentj
obsmor
eef
fect
ivel
y.

New empl
oyeesmustbet
rai
nedpr
oper
lysot
hatt
heymaybecomeef
fi
cient
.Exi
sti
ng
empl
oyeesmustbet
rai
nedf
ort
aki
nguphi
ghl
evelj
obs.Tr
aini
ngi
susef
ulnotonl
yfort
he
or
gani
zat
ion butal
sof
orempl
oyees.Ef
fect
ivet
rai
ningenhancesknowl
edge,ski
l
land
behav
ior
soft
hepeopl
ethei
rper
for
mance.I
mpr
ovedper
for
mancewi
l
lleadt
oincr
eased
pr
oduct
ivi
ty,
incr
easedpr
ofi
tsf
ort
heor
gani
zat
ionandt
her
efor
egoodr
esul
tsofi
nvest
ing
i
ntr
aini
ng(
Mul
l
ins,
2002)
.

2.
4.1.
3JOBSATI
SFACTI
ON

Jobsat
isf
act
ioni
sthekeyt
oahappywor
kli
fe.I
tleadst
hewayt
oadv
ancementi
ncar
eer
.
Jobsat
isf
act
ioni
sasubj
ect
ivei
ndi
cat
ort
hati
ndi
cat
eshow cont
entani
ndi
vi
dualf
eel
s
whi
l
eper
for
minghi
s/herdut
ies.I
tissubj
ect
ivei
nthesenset
hati
tcannotbedef
inedbya
si
ngl
emeasur
emental
one.Jobsat
isf
act
ioni
sader
ivat
iveofamul
ti
tudeoff
act
ors

9
i
nvol
vi
ng oppor
tuni
ty,st
ress,l
eader
shi
p,wor
kst
andar
ds,f
airr
ewar
dsand adequat
e
aut
hor
it
y(Onst
rof
f,1992)
.

Jobsat
isf
act
ionasani
ndi
vi
dual
’
sgener
alat
ti
tudet
owar
dshi
sorherj
ob.Hef
urt
her
el
abor
atest
hati
trepr
esent
sanat
ti
tuder
athert
hanabehav
ior
.Robbi
nsdi
sposest
he
bel
i
eft
hatsat
isf
iedempl
oyeesar
emor
epr
oduct
ivet
hant
hedi
ssat
isf
iedempl
oyees.He
st
atesal
thoughmuchev
idencequest
ionst
hatassumedcasualr
elat
ionshi
p,i
tcanbe
ar
guedt
hatadv
ancedsoci
eti
esshoul
dbeconcer
nednotonl
ywi
tht
hequal
i
tyofl
i
fet
hat
i
sconcer
nssuchashi
gherpr
oduct
ivi
tyandmat
eri
alacqui
sit
ionsbutal
sowi
thi
tsqual
i
ty.
Accor
dingt
ohi
mresear
cherwi
thst
ronghumani
sti
cval
uear
guest
hatsat
isf
act
ioni
sa
l
egi
ti
mat
eobj
ect
iveofanor
gani
zat
ion(
Robbi
ns,
2008)
.

2.
4.1.
4STRUCTURE

St
ruct
urei
sani
nter
nalf
act
ort
hati
mpact
syourcompany
'sdayt
odayoper
ati
ons.y
ou
mi
ghtsor
tyourcompanybydepar
tment
sandt
eamsory
oumi
ghtst
ruct
urei
tsot
hat
empl
oyeesy
ouhi
re,t
hel
evel
sofhi
erar
chy
,theext
entofempl
oyeeanddepar
tment
col
l
abor
ati
on and t
he r
oleofy
ourempl
oyees.I
fyou choose a st
ruct
ure based on
cont
ract
ualwor
k,f
orexampl
e,y
ouwi
l
lsav
eonempl
oyeesbuthav
elesscont
rolov
ert
he
endpr
oduct[
Michael
J.bank,
2004]

2.
4.2EXTERNALFACTORSAFFECTI
NGSERVI
CEQUALI
TY

2.
4.2.
1COMPETI
TION

Oneoft
hemostcr
it
icalext
ernalbusi
nessf
act
orsi
scompet
it
ion.Whet
hery
ouoper
atei
n
aconcent
rat
edi
ndust
rywi
thaf
ewmaj
orcompet
it
orsoral
l
ergywi
thmanycompet
it
ors,
y
ouneedt
oknowt
hecompet
it
ion.Manycompani
esdocompet
it
iveanal
ysi
stocompar
e
t
ocompar
ethei
rof
fer
ingandpr
icest
othoseofcompet
it
ors.Whendev
elopi
ngbusi
ness
phi
l
osophi
es and pr
oduct
s,i
tis hel
pfult
o use y
ourst
rengt
hin qual
i
typr
oduct
ion
cust
omerser
viceoroper
ati
onalef
fi
ciencyt
obui
l
dcompet
it
iveadv
ant
agest
hatbenef
it
y
ourcust
omer
.Ot
hercommonext
ernalf
act
orsf
alli
ntosev
eralcat
egor
ies,i
ncl
udi
ng

10
soci
oeconomi
c,l
egaloret
hical
,pol
i
ticalenv
ironment
sgener
all
yrel
atet
oyourneedt
o
abi
debybusi
nessl
awst
omeett
heet
hicalorsoci
alr
esponsi
bil
i
tyst
andar
dsofy
our
cust
omer
sandcommuni
ti
es.
[Nei
l,
2007]

2.
4.2.
2ECONOMI
CS

Theeconomyi
sanext
ernalf
act
ort
hataf
fect
sthesuccessofy
ourbusi
ness.Theabi
l
ity
ofy
ourcl
i
ent
stopaydi
rect
lyi
mpact
syourbot
tom l
i
ne,r
egar
dlessofwhet
hery
ousel
la
pr
oductorser
vice.Youcanof
fersal
esandpr
omot
ions,andy
oucansal
ethev
alueof
y
ourcompany
'sof
fer
ings,butdur
ingt
oughf
inanci
alt
imesy
ourcl
i
entmi
ghtpr
efert
o
al
l
ocat
ethei
rresour
ces el
sewher
e.Economi
cs mi
ghtbe speci
fi
ctoy
ourcl
i
ent
’s
i
ndust
ri
esandi
tmi
ghtbeagl
obali
ssuei
mpact
ingsuppl
yanddemandi
fyoumakeat
oy
andbusi
nessatt
oyst
oresact
orst
hecount
rydecl
i
nes,
yoursal
eswi
l
lsuf
fer
.Di
ver
sif
ying
y
ourpr
oductl
i
nemi
nimi
zest
hischal
l
enge.[
Ibi
d]

2.
4.2.
3.EXTERNALCOMMUNI
CTI
ONS

Thewayy
ourcompanyi
nter
act
swi
thcust
omer
sandi
tspubl
i
caudi
encei
mpact
syour
company
'si
mage.i
fyoual
i
enat
eyourext
ernalaudi
ence,y
our
iskl
osi
ngy
oursour
ceof
i
ncome.ensur
etact
fulcommuni
cat
ion st
rat
egi
est
o pr
omot
ea posi
ti
vei
mpr
essi
on.
Ef
fect
iveadv
ert
isement
sspeakt
othei
ntendedaudi
ence.Cust
omer
sexpectt
obet
reat
wi
thcour
tesybyy
ouandy
ourempl
oyees.Mai
ntai
napr
ofessi
onalv
oicei
nyouremai
l
s,
l
i
tter
sandot
herr
espondence ensur
eyourwebsi
tei
swel
comi
ngandsi
mpl
etonai
ve.
Pr
icer
eleasesneedcont
acti
nfor
mat
ionandnewswor
thycont
ent[
Ibi
d]

11
2.
5MANAGI
NGSERVI
CEDI
FFERENTI
ATI
ON

Ser
vicemar
ket
ersf
requent
lycompl
ainaboutdi
ff
icul
toft
hedi
ff
erent
iat
ingt
hei
rser
vice
f
rom t
hose of compet
it
or.The der
egul
ati
on of sev
eralmaj
or ser
vice i
ndust
ri
es
communi
cat
ions, t
ranspor
tat
ion, ener
gy, banki
ng, and pr
eci
pit
ated i
ntense pr
ice
compet
it
ion.
theal
ter
nat
ivet
opr
icecompet
it
ioni
stodev
elopadi
ff
erent
iat
edof
fer
,
del
i
ver
y,andi
mage[
Michael
,2004]

2.
5.1OFFER

Theof
fercani
ncl
udei
nnov
ati
vef
eat
urest
odi
sti
ngui
shi
tfr
om compet
it
orsof
fer
.What
consumer
sexpecti
scal
l
edt
hepr
imar
yser
vicepackage,andt
othi
scanbeadded
secondar
yser
vicef
eat
ures.Themaj
orchal
l
engesi
nser
vicedi
ff
erent
iat
ionar
ethemost
ser
vicei
nnov
ati
onsar
eeasi
l
ycopi
ed.Fewoft
hem ar
epr
eempt
ivei
nthel
ongr
un.St
il
lthe
ser
vicecompanyt
hatr
egul
arl
yresear
cher
sandi
ntr
oduceser
vicei
nnov
ati
onwi
l
lgai
na
r
eput
ati
onf
ori
nnov
ati
on[
phi
l
li
p,2001]

2.
5.2Del
iv
ery

Aser
vicecompanycandi
sti
ngui
shi
sser
vicedel
i
ver
yqual
i
tybyhav
ingmor
eabl
eand
r
eli
abl
ecust
omercont
actpeopl
ethati
scompet
it
ors.I
tcandev
elopmor
eat
tr
act
ive
phy
sical
env
ironmenti
nwhi
cht
heser
vicei
sdel
i
ver
ed[
Ibi
d]

2.
6MANAGI
NGSERVI
CEBUSI
NESS

Ser
vicecanbeusef
ull
yrat
edaccor
dingt
othei
rcust
omeri
mpor
tanceandcompany
per
for
mance.I
mpor
tanceper
for
manceanal
ysi
scanbeusedt
orat
ethev
ari
ousel
ement
s
oft
heser
vicehandl
eandi
dent
if
ywhatact
ionsar
erequi
red.Cust
omerwhosecompl
ains
ar
esat
isf
act
ori
l
yresol
vedof
tenbecomemor
ecompanyl
oyalt
hancust
omer
swhower
e
nev
erdi
ssat
isf
ied.Excel
l
ent
lymanagedser
vicecompani
esbel
i
evet
heempl
oyeer
elat
ions
wi
l
lref
lectoncust
omermanagementcar
ri
esouti
nter
nalmar
ket
ingandcr
eat
esan
env
ironmentofempl
oyee’
srewar
dsf
orgoodser
viceper
for
mance.Managementr
egul
arl
y
audi
templ
oyeeswi
tht
hei
rjobs.Ani
mpor
tantpar
tofsat
isf
yingempl
oyeesi
shel
ping

12
t
hem companydemandsont
hei
rli
vesout
sidet
heof
fi
ce.Asempl
oyeesputahi
gher
pr
emi
um onspeci
fi
cwi
tht
hei
rfami
l
y’ssmar
tcompani
esar
egoi
ngoutt
hei
rwayt
o
accommodat
eempl
oyeeswi
thf
lexi
blewor
kschedul
e.Mi
chael
,
2004]

2.
7SERVI
CEQUALI
TYANDCUSTOMERSATI
SFANCTI
ON

I
nver
if
yingdegr
ees,
allor
gani
zat
ionsat
temptt
osat
isf
ycust
omerneedsandwant
ssetof
act
ivi
ti
esknowncol
l
ect
ivel
yascust
omerser
vice,Maycompani
esmai
ntai
nsser
vicet
o
t
hecust
omeri
sthei
rtoppr
ior
it
ycl
ear
ly,wi
thoutat
tr
act
ingcust
omer
sasal
east
hecost
ofqual
i
tyoft
heor
gani
zat
ion'
spr
oduct
s.Cust
omer
sist
hei
rtoppr
ior
it
ycl
ear
ly,wi
thout
at
tr
act
ingcust
omer
sassal
esast
hecostofqual
i
tyoft
heor
gani
zat
ion’
spr
oduct
s.
cust
omer
srequi
reaqual
i
tyatt
hemostbasi
clev
el,t
heyneedf
airpr
ice,accept
abl
e
pr
oductqual
i
ty,anddel
i
ver
ies,cust
omer
sseeki
ngahi
gherl
evelofcust
omer
sser
vice
mayal
sowi
thi
nvent
ori
esef
fi
cientor
derpr
ocessi
ng,
avai
l
abi
l
ityofemer
gencyshi
pment
s,
pr
ogr
esspost
alser
vice pr
omptr
epl
acementofdef
ect
ivei
temsand war
rant
iesb/
c
ser
vicef
rom cust
omert
ocust
omer
,compani
esmustanal
yzeandadoptt
ocust
omer
at
tent
iont
ocust
omerneedsandpr
efer
encesi
scr
uci
alt
oincr
easi
ngsal
esandobt
ain
sal
es.Company
’sf
ail
uret
opr
ovi
det
hebasi
nedl
evelofser
vicemaymeant
hel
oss
[
for
nel
,
2003]

2.
8MEASURI
NGSERVI
CEQUALI
TY

Ser
vice qual
i
ty cannotbe measur
ed i
nthe qual
i
ty ofphy
sicalgood i
s measur
e
necessi
ty,
ser
vicequal
i
tyi
smeasur
edusi
ngassur
veyi
nvest
mentadmi
nist
rat
ed.The
mostpopul
arappr
oachest
oser
vicef
idel
i
tyi
sthei
nst
rument
.SERVQUALi
sthequest
ions
aboutt
hef
ivecat
egor
iesofser
vice/
tangi
bles,r
eli
abi
l
ity
,responsi
veness,assur
ance,
empat
hy/
ver
ycust
omersur
vey
ed.TheSERVQUALscar
eforaser
vicei
sthedi
ff
erentt
he
per
cept
ionofdi
mensi
onandt
heexpect
ati
on,besi
desusi
ngSERVQUALser
vicequal
i
ty
per
cept
ion,manager
scanusei
ttot
rackcompl
eti
on,exami
nedi
ff
erentcour
seont
he

13
qual
i
tydonotguar
ant
eesat
isf
iedcust
omer
spr
ovi
dingandmai
ntai
ningcust
omer
sneed
wi
l
lhel
pthef
ir
mtocr
eat
eal
oyal
cust
omer
[Kot
ler
,2008]

2.
9PRI
NCI
PLESOFMANAGI
NGSERVI
CEQUALI
TYANDCUSTOMERSATI
SFACTI
ON

Accor
dingt
opar
asur
aman,zel
thmalandber
ryf
ormul
atedaser
vicequal
i
tymodel
sthat
hi
ghl
i
ght
sthemai
nrequi
rement
sfordel
i
ver
inghi
ghser
vicequal
i
ty.Themodeli
dent
if
ies
f
ivegapst
hatcauseunsuccessf
uldel
i
ver
yanddi
ssat
isf
act
ion

1.Gapbet
weencust
omerexpect
ati
onandmanagementper
cept
ionmanagementdoes
notal
way
scor
rect
lyper
cei
vewhatcust
omer
swant
.

2.Gapbet
weenmanagementper
cept
ionandser
vicequal
i
tyspeci
fi
cat
ionmanagement
mi
ghtcor
rect
lyper
cei
vecust
omerwant
sbutnotsetaper
for
mancest
andar
d

3.Gapbet
weenser
vicequal
i
tyspeci
fi
cat
ionandser
vicedel
i
ver
y.Per
sonnelmi
ghtbe
poor
lyt
rai
nedori
ncapabl
eorunwi
l
li
ngt
omeett
hest
andar
dort
heymaybehel
dto
conf
li
ctsst
andar
ds,
suchast
aki
ngt
imet
oli
stencust
omer
sandser
vingt
hem f
ast
.

4.Gapbet
weenser
vicedel
i
ver
yandext
ernalcommuni
cat
ioncust
omerexpect
ati
onsar
e
af
fect
edbyst
atement
smadebycompanyr
epr
esent
ati
ves

5.Gapbet
weenper
cei
vedser
viceandexpect
edser
vice.Thi
sgapoccur
swhent
he
cust
omer
s mi
sper
cei
ves t
he ser
vice qual
i
ty.And ourst
udy i
sfocus mor
e ofon
di
ssat
isf
act
ioncr
eat
edbyt
hisgap.

14
 CHAPTERTHREE

3.Resear
chMet
hodol
ogy

3.
1.Resear
chDesi
gn

Thest
udyi
sdescr
ipt
ivesur
veydesi
gnt
hatcombi
nedbot
hquant
it
ati
veandqual
i
tat
ive
r
esear
chdat
a.Det
ail
eddi
scussi
onaboutt
het
echni
ques,
dat
acol
l
ect
ioni
nst
rument
sand
pr
ocedur
esi
sgi
veni
nthef
oll
owi
ngsub-
sect
ionsbel
ow

3.
2Tar
getpopul
ati
on

Ther
esear
cherwast
ri
edt
ofi
ndbasi
candv
ali
dinf
ormat
ionf
ort
her
esear
chf
rom t
he
cust
omerandempl
oyeesatCommer
cialbankofEt
hiopi
a NegusTekel
eHay
manot
br
anch.Thecust
omer
sthatt
her
esear
chersel
ect
sfr
om accounthol
der
.Thenumberof
popul
ati
onofcust
omerofCommer
cialofEt
hiopi
aNegusTekel
eHay
manotbr
anchwho
hadhol
dcur
rentaccounti
smor
ethan10,
000andt
otal
numberofempl
oyeesar
e53.

3.
3Sampl
ingSi
zeandSampl
ingt
echni
que

3.
3.1Sampl
ingSi
ze
Thet
otal
popul
ati
onf
ort
hest
udyi
s10,
053.
From t
hist
argetpopul
ati
on,
53ar
eempl
oyees
andt
her
estt
o10,
000ar
ecust
omer
s.Theywer
efr
om empl
oyeesoft
hebankand
cust
omer
soft
hebank.Accor
dingt
oinf
ormat
ionf
rom bankbr
anchof
fi
cer
ecor
d,t
het
otal
popul
ati
onoft
hecust
omeri
s10,
000.Andt
odet
ermi
net
hesampl
esi
zeofr
espondent
s
100,t
he r
esear
cher
s wer
e used Yamane’
sfor
mul
aforcust
omer
s si
nce t
he t
otal
popul
ati
onknownandl
argenumberofpopul
ati
onandcensusf
ort
heempl
oyees.

15
3.
3.2Sampl
ingt
echni
que

Ther
esear
cherempl
oyedbot
hcensusesf
ort
heempl
oyeesandsi
mpl
erandom sampl
i
ng
f
orcust
omer
sandal
lcust
omerhasequal
chanceofbei
ngsel
ect
ed.
Ther
esear
chert
ook100r
espondent
sfr
om cust
omer
sasasampl
etosel
ectt
hesampl
e
bysi
mpl
erandom sampl
i
ngt
echni
que.Ther
esear
cher
swer
eusedTar
oYamanes(
1967)
sampl
esi
zedet
ermi
nat
ionf
ormul
a.

n=N/1+N(
e)2

n=10,
000/
1+10,
000(
0.1)
2

n=100

n=100r
espondent
sfr
om cust
omer
sand53f
rom empl
oyees

Wher
eN=t
otal
popul
ati
on

e=er
rorofmar
gin(
10%)

n=sampl
esi
ze

3.
4.Dat
aCol
lect
ionI
nst
rument
s
Theresearcherut
il
izedopenandcl oseendedquest i
onnair
eandinter
views.Bothprimary
andsecondarydatawer ecarri
edoutinthi
sresearch.Pri
marydatawerecoll
ectedthrough
questi
onnair
eandi nter
view.Openendedandcl oseendedquest i
onnai
r eswereprepared
and di
stri
buted t
o empl oyeesand customers,whi l
einterv
iewswereconduct ed with
manager.Secondarydatawer ecol
lect
edfrom documents.

3.
5.Met
hodofanal
ysi
sandi
nter
pret
ati
on

The dat
a col
l
ect
ed f
rom di
ff
erentpar
ti
cipant
s wer
e anal
yzed i
n qual
i
tat
ivel
y and
quant
it
ati
vel
yusi
ng per
cent
agesandr
esul
tsar
eshowni
ntabl
e andi
nter
pret
ati
onsar
e
gi
venwel
l
.Forquant
it
ati
vedat
awer
eanal
yzedt
hroughnar
rat
ion.Fi
nal
l
y,di
scussi
onof
maj
orf
indi
ngs,
concl
usi
onandr
ecommendat
ionswer
emade.

16
 CHAPTERFOUR

4.
DATAANALYSI
SANDI
NTERPRETATI
ON

Thi
schapt
erdeal
swi
thdat
aanal
ysi
sandi
nter
pret
ati
on.Thedat
awer
ecol
l
ect
edt
hrough
quest
ionnai
reswhi
chwer
edi
str
ibut
edt
oempl
oyeesandcust
omer
s.Addi
ti
onal
l
y,CBE
NegusTekel
eHay
manot br
anchmanagerwasi
nter
viewed.Outoft
het
otalof153
quest
ionnai
res;100 di
str
ibut
ed t
o cust
omer
s and 53 t
o empl
oyees.Fr
om 100
quest
ionnai
resdi
str
ibut
edt
ocust
omer
s79wer
eret
urnedandoutof53quest
ionnai
res
di
str
ibut
edt
oempl
oyees43wer
eret
urned.Ther
est
sar
enotr
etur
nedduet
ocauseon
si
deoft
her
espondent
slackofwi
l
li
ngness,absent
eei
sm af
tert
aki
ngt
hequest
ionnai
res,
l
ackofenought
imeandwor
kloadofr
espondent
s.

4.
1Anal
ysi
sofResponsesofCust
omer

4.
1.1Demogr
aphi
calPr
ofi
le

4.
1.1.
1SexofRespondent
s(Cust
omer
s)

Tabl
e4.
1.1Sexofr
espondent
s(Cust
omer
s)

No I
tem NumberofRespondent
s Per
cent
age(
%)

A Sex

Mal
e 54 68

Femal
e 25 32

Tot
al 79 100

Sour
ce:
Ownsur
vey2023

17
Asi
ndi
cat
edi
ntabl
e4.
1.168%oft
her
espondent
sar
emal
esandt
her
emai
ning32%ar
e
f
emal
es,f
rom t
hist
her
esear
cherconcl
udest
hatt
henumberofmal
es’cust
omer
sis
gr
eat
ert
hant
henumberoff
emal
es’cust
omer
sinNegusTekel
eHay
manotbr
anch.Thi
s
showst
hatf
emal
ecust
omer
sofCBE NegusTekel
eHay
manot br
anchar
elessi
n
number
s.

4.
1.1.
2AgeRangeofRespondent
s

Tabl
e4.
1.2Ager
angeofr
espondent
s

No I
tem NumberofRespondent
s Per
cent
age(
%)

B Age

18-
30 51 65

31-
45 19 24

46-
60 9 11

>61 - -

Tot
al 79 100

Sour
ce:
Ownsur
vey2023

Ast
het
abl
e4.
1.2i
mpl
i
es65% ofr
espondent
sar
einbet
weent
heager
angesof21-
30
y
ear
s,24% oft
her
espondent
sar
einbet
weent
heagegr
oupof31-
45y
ear
s,11% of
r
espondent
sar
einbet
weent
heagegr
oupof46-
60y
ear
s.Ther
efor
e,i
tispossi
blet
osay
t
hatl
argenumber
sofcust
omer
sinCBENegusTekel
eHay
manot br
anchar
eyoung
bet
ween21-
30y
ear
sol
d.Thi
sshowsmostoft
hecust
omer
sar
eyout
hwhoneeds
moder
nfaci
l
ityandt
echnol
ogyser
vice.

18
4.
1.1.
3Occupat
ional
stat
usofr
espondent
s

Tabl
e4.
1.3Occupat
ional
stat
usofr
espondent
s

No I
tem NumberofRespondent
s Per
cent
age(
%)

C Occupat
ions

Mer
chant 8 13

Gov
ernmentempl
oyees 37 46

St
udent
s 27 29

Ot
her
s 7 12

Tot
al 79 100

Sour
ce:
Ownsur
vey2023

Tabl
e4.
1.3I
mpl
i
est
hatf
rom t
het
otalnumberofr
espondentabout13%wer
emer
chant
s
and46% wer
egov
ernmentempl
oyees,29% St
udent
sandt
her
estof12% wer
eot
her
s.
Ther
efor
e,maj
ori
tyoft
hecust
omer
sinCBEar
eempl
oyees.

19
4.
1.1.
4Educat
ional
lev
el

Tabl
e4.
1.4Educat
ional
lev
el

No I
tem Number of Per
cent
age)%)
Respondent
s

D Pr
imar
yto10t
hcompl
ete 7 9

Di
ploma 12 15

1stdegr
ee 45 57

Mast
ersandabov
e 15 19

Tot
al 79 100

Sour
ce:
Ownsur
vey2023

Ast
abl
e4.
1.4showst
hatt
heeducat
ionalbackgr
oundofCBEcust
omerofr
espondent
s,
9%ofr
espondent
swer
epr
imar
yto10thcompl
ete,
15%r
espondent
swer
edi
ploma,
57%of
r
espondent e1stdegr
swer eeand19%ofr
espondent
swer
emast
ersandabov
e.Thusi
tis
possi
blet
osayt
hatmaj
ori
tyoft
hecust
omer
sar
ewi
th1stdegr
eehol
der
s,t
hisi
mpl
i
es
t
hatt
hecust
omer
soft
heCBENegusTekel
eHay
manotbr
anchar
eknowl
edgeabl
eandi
t
al
soshowst
hatt
heycanhav
einf
ormat
ionaboutCBEqual
i
tyofser
viceandt
heycan
compl
ainf
ort
hegaphappened.

4.
2Inf
ormat
ionr
egar
dingt
ocust
omerr
esponset
otheCBEser
vice

4.
2.1Cust
omer
susageoft
hebef
oreandhow l
ongt
heyhav
ebeenacust
omeroft
his
bank.

Tabl
e4.
1.5doy
ouuset
hisbankasopt
ionandhow l
onghav
eyoubeenacust
omerof
t
hisbank?

20
 No I
tem No of Per
cent
age(
%)
Respondent
s

1 Doy
ouuset
hisbankasopt
ion

Yes 69 87

No 10 13

Tot
al 79 100

2 How l
onghaveyoubeenacust
omeroft
his
Bank

<6mont
h 3 4

6mont
h-1y
ear
s 12 15

2-
4year
s 34 44

5andabov
e 30 37

Tot
al 69 100

Sour
ce:
Ownsur
vey2023

Ast
het
abl
e4.
1.5shows87%ofr
espondent
sanswery
es,
and13%ofr
espondentsai
dNo,
f
rom t
heser
esear
cher
sconcl
udet
hemaj
ori
tyofcust
omer
susedCBEconf
err
ingt
hei
r
opt
ion bef
ore.Accor
ding t
otabl
e 4.
1.5 quest
ion numbert
wo i
ndi
cat
ed t
hat4% of
r
espondent
susedt
heCBEf
orl
esst
han6mont
hs,
15%oft
her
espondent
sused6mont
h-
1y
ear
s44%ofr
espondent
susedt
heCBEf
or2-
4year
s,37%ofr
espondent
susedt
heCBE
f
or5andabov
eyear
.Fr
om t
hist
her
esear
cher
sconcl
udet
hatmostcust
omerofCBE
NegusTekel
eHay
manotbr
anchusedf
or2-
4year
s.Thi
simpl
i
edt
hatt
her
espondenthas
agoodawar
enessr
egar
dingt
hebank.

21
4.
2.2Thepr
omptser
vicef
orCBENegusTekel
eHay
manotbr
anch

Tabl
e4.
1.6Doy
oual
way
sgetpr
omptser
vicewhenev
ery
ouv
isi
ttheCBE?

No I
tem Number of Per
cent
age(
%)
r
espondent
s

3 Doyoualwaysgetpromptservicewheneveryouvisitthe
CBE

Al
way
s 10 14

Of
ten 10 14

Somet
imes 50 61

Nev
er 9 11

Tot
al 79 100

Sour
ce:
ownsur
vey2023

Asi
ndi
cat
edi
nthet
abl
e4.
1.614%,14%,61%and11%ofr
espondentofr
epl
i
edt
hatt
hey
al
way
sgetpr
omptser
vicewer
eAl
way
s,of
ten,somet
imesandnev
err
espect
ivel
y.Fr
om
t
hist
her
esear
cher
sconcl
udest
hatpr
omptser
viceofCBENegusTekel
eHay
manot
br
anchwassomet
imes.Thi
simpl
i
edt
hatt
hecust
omerpoor
lysat
isf
iedi
ntheser
vice.

Besi
dest
heabov
eissuesi
nter
view r
esul
tshowst
hatt
her
eissy
stem f
ail
ureduet
o
pr
obl
emshappenf
rom t
elecommuni
cat
ionnet
wor
kfai
l
ureandl
ackofcount
ingmachi
ne.

22
4.
2.3Theser
vicepr
ovi
dedbyempl
oyees

Tabl
e4.
1.7Ar
eyouhappybyt
heser
vicepr
ovi
dedbyempl
oyees

No I
tem Number of Percentage
r
espondent (%)

4 Areyouhappybytheserviceprovidedbyemployeesof
CBE

Yes 53 67

No 26 33

Tot
al 79 100

Sour
ce:
ownsur
vey2023

Asi
tcanbeseenf
rom t
het
abl
e4.
1.7t
hat67% ofr
espondent
sar
ehappybyser
vice
pr
ovi
dedbyempl
oyeesofCBEand33% ofr
espondentar
enothappy
.Fr
om t
hist
he
r
esear
cher
sconcl
udemostofcust
omerofCBENegusTekel
eHay
manotbr
anchwer
e
happybyt
heser
vicepr
ovi
dedbyempl
oyeesofCBENegusTekel
eHay
manotbr
anch,
but
st
il
lfewmember
sofr
espondent
sar
enothappyonser
vicepr
ovi
dedbyt
heempl
oyees.

As a consequence ofdi
ssat
isf
act
ion cust
omerr
aised t
hei
ropi
nion r
egar
ding t
o
empl
oyees,t
heempl
oyeesdonotr
espectcust
omerandnotacceptsuggest
ionandno
goodf
acef
orcust
omer
s.Ther
efor
e,bankshoul
dimpr
ovet
hispr
obl
em t
hrought
rai
nhow
t
ohandl
i
ngcust
omer
s.

23
4.
2.4Fact
orsaf
fect
ingcust
omer
s’pr
efer
ence

Tabl
e4.
1.8Pr
efer
encemor
etouset
heCBE

N o I
tem Number of Percent
age
r
espondent (%)

5 WhichofthefollowingservicedeliveryattractsyourpreferencemoretousetheCBENegusTekele
Haymanotbranch.

ATM machi
ne 49 62

Tot
ransf
ermoney 3 4

Tosel
lfor
eigncur
rency 3 4

Tobor
rowmoney - -

Tosav
emoneyi
ntot
hei
raccount 16 20

Towi
thdr
awal
moneyf
rom account 8 10

Tot
al 79 100

Sour
ce:
ownsur
vey2023

Ast
het
abl
e4.
1.8,62% ofr
espondent
sar
eATM machi
ne,4% ofr
espondentchoset
o
t
ransf
ermoney
,4%ofr
espondent
spr
efert
osel
lfor
eigncur
rency
,20%ofr
espondentt
o
sav
emoneyi
nthei
raccount
,10%ofr
espondentt
owi
thdr
awalmoneyf
rom t
hei
raccount
.
Fr
om t
hist
her
esear
cher
s,concl
udet
hatt
hemaj
ori
tyoft
her
espondent
’spr
efer
enceCBE
byi
tsATM machi
ne.Ther
efor
e,ATM machi
nei
sat
tr
act
ivet
hanot
herser
vice.

Besi
de t
he abov
eissue t
he cust
omer
s’opi
nion r
egar
ding ATM machi
ne sy
stem i
s
somet
imes busy
.Ther
efor
e,t
he bank shoul
d need t
o keep up consi
der
ati
on on
f
unct
ional
i
tyoft
heATM machi
neatal
lti
mes.

24
4.
2.5Del
iv
eryofot
herser
vice

Tabl
e4.
1.9Ot
herser
vice

N o I
tem Number of Percentage
r
espondent
s (%)

6 Doyouuseanyotherservicewhileyouusethe
CBE

Yes 48 61

No 31 39

Tot
al 79 100

7 Ot
herser
vice

Bond 45 63

Mobi
lbanki
ng 4 6

Chi
l
drensav
ing 6 10

BondandChi
l
drensav
ing 10 15

mobi
l
e banki
ng and Chi
l
dren 4 6
savi
ng

Tot
al 69 100

Sour
ce:
ownsur
vey2023

Accor
dingt
otabl
e4.
1.961%ofusedaddi
ti
onalser
vicewhi
l
euseCBE,39%i
snotused
addi
ti
onalser
vice.Thi
sshowst
hatt
hemostofcust
omerCBENegusTekel
eHay
manot

25
br
anch does used addi
ti
onalser
vice.Accor
ding t
otabl
e 4.
1.9 quest
ion number7
i
ndi
cat
edt
hat63% ofcust
omer
srespondt
hatCBEpr
ovi
decomf
ort
abl
ebond,6% of
r
espondent
sthatCBEpr
ovi
demobi
l
ebanki
ng10%,r
espondent
sgetofchi
l
drensav
ing
15% ofr
espondent
sgetbondand6% ofr
espondent
sgetmobi
l
ebanki
ngandchi
l
dren
sav
ing.Thi
sshowst
hatt
hemaj
ori
tyofcust
omer
sofCBEusebondwhi
l
etheyuseCBE.
Thi
simpl
i
est
hatCBENegusTekel
eHay
manot br
anchpr
ovi
desot
herser
vicef
ort
he
cust
omer
swhi
chwasnoti
ncl
udedi
nther
esear
cher
s’quest
ioner
.

4.
2.6Per
for
manceoft
heempl
oyeesofCBENegusTekel
eHay
manotbr
anch

Tabl
e4.
1.10Ar
eyousat
isf
iedwi
tht
heper
for
manceoft
heempl
oyeesoft
hisbank.

No I
tem Number of Per
cent
age
r
espondent (
%)

8 Areyousati
sfi
edwi
thperformanceofempl
oyeesofthi
s
bank

Yes 56 71

No 23 29

Tot
al 79 100

Sour
ce:
ownsur
vey2023

Asi
ndi
cat
edi
nthet
abl
e4.
1.10,
71%ofr
espondentYes,
and29%ofr
espondent
sno.Fr
om
t
hisr
esear
cherconcl
udet
hemaj
ori
tyofcust
omersat
isf
iedwi
thper
for
manceoft
he
empl
oyees.Thesei
mpl
i
edempl
oyeesofCBENegusTekel
eHay
manotbr
anchhav
egood
per
for
mance.Ev
ent
hought
hei
rper
for
mancesar
egood,t
hei
nter
viewr
esul
tshowst
her
e
i
sski
l
lgap.Ther
efor
e:t
hebankshoul
dimpr
ovet
hisski
l
lgap.

26
4.
2.7Theov
eral
lqual
it
yoft
heCBENegusTekel
eHay
manotbr
anchser
vice.

Tabl
e4.
1.11Ov
eral
lqual
i
tyoft
heCBESer
vice

No I
tem Number of Percentage
r
espondent (%)

9 How doyour
atet
heover
allqual
i
tyt
heCBE
ser
vice

Ver
ygood 14 18

Good 38 48

Av
erage 27 34

Bad _ _

Tot
al 79 100

Sour
ce:
ownsur
vey2023

Asi
ndi
cat
edt
het
abl
e4.
1.1118%ofr
espondentwer
esai
dthatt
heov
eral
lqual
i
tyser
vice
v
erygood,48% ofr
espondentwer
esai
dgood,34% ofr
espondentwer
esai
dav
erage.
Fr
om t
hist
her
esear
cher
sconcl
udest
hatov
eral
lqual
i
tyofCBEar
egoodandwi
tht
his
aspectbankshoul
dal
soi
mpr
ovespeedoft
heser
vicei
ntov
erygood.

Besi
dest
heabov
eissueempl
oyeest
hei
ropi
nionr
egar
dingt
hist
oincr
easet
heser
vice
qual
i
tyf
rom t
hei
rsuggest
iont
hatt
oshowsgoodf
acei
nfr
ontoft
hecust
omer
,consul
t
t
hecust
omeraboutpr
oductofCBEl
i
kei
nter
nebank,mobi
l
ebankandATM,under
stand
whatt
heycust
omerneedf
rom meandser
vice,t
aki
ngsuggest
ionf
rom cust
omer
,and
ar
ri
vi
ngatbankt
odel
i
vert
heser
vicef
ort
hecust
omeratt
her
ightt
ime,pl
acewi
tht
he
r
ightdr
essi
ngcodeandl
uri
ngst
ylewi
thoutanybot
tl
eneck.

27
4.
3Anal
ysi
sofr
esponsesofempl
oyees

4.
3.1Demogr
aphi
calpr
ofi
le

4.
3.2.
1Ager
angeoft
her
espondent
s(empl
oyees)

Tabl
e4.
2.1Ager
angeofr
espondent
s

No I
tem Number of Per
cent
age(
%)
r
espondent
s

A Age

21-
30 23 53

31-
40 12 28

41-
50 8 19

>50 _ _

Tot
al 43 100

Sour
ce:
ownsur
vey2023

Asi
tcanbeseenont
het
abl
e4.
2.1,
53%ofr
espondent
sar
einbet
weent
heageof21-
30
y
ear
s,28%ofr
espondentar
einbet
weenagegr
oupof31-
40y
ear
sand19%ofr
espondent
ar
einbet
weenagegr
oupof41-
50y
ear
s.Fr
om t
hist
her
esear
cher
sconcl
udet
hatmost
53% ofr
espondent
sar
einbet
weenagegr
oup of21-
30.Thi
sindi
cat
ed t
haty
oung
empl
oyees ar
e hav
ing wor
kint
he or
gani
zat
ion.Hav
ing y
oung empl
oyee i
nthe
or
gani
zat
ioni
sposi
ti
vei
mpactont
heor
gani
zat
ionbecauseoft
heyar
epr
oduct
iveand
i
nit
iat
edempl
oyees.

28
4.
3.2.
2IncomeLev
elofRespondent
s

Tabl
e4.
2.2I
ncomeLev
elofRespondent
s

No I
tem Number of Per
cent
age(
%)
r
espondent
s

B 501-
1000

1001-
2000 3 7

2001-
3000 4 9

3001-
4000 12 28

>4000 24 56

Tot
al 43 100

Sour
ce:
ownsur
vey2023

I
nthet
abl
e4.
2.27% ofr
espondent
sar
eempl
oyedwi
thasal
aryof1001-
2000,9% of
r
espondent
shav
easal
arybet
ween2001-
3000,28% ofr
espondent
sear
nthesal
ary
bet
ween3001-
4000andal
so56% ofr
espondent
shav
easal
arymor
ethan4000.Thi
s
showedt
hatempl
oyee’
ssal
aryi
shi
ghpay
ment
.Thi
spul
lthem t
owor
ks.

29
4.
3.2.
3Educat
ionLev
el

Tabl
e4.
2.3Educat
ionLev
el

No I
tem Number of Per
cent
age(
%)
r
espondent
s

C Lev
elofeducat
ion

Cer
ti
fi
cat
e 2 5

Di
ploma 4 9

Fi
rstdegr
ee 29 67

Mast
erandabov
e 8 19

Tot
al 43 100

Sour
ce:
ownsur
vey2023

Accor
dingt
otabl
e4.
2.3i
nfor
mat
ion5% and9% ofempl
oyeeshav
eEducat
ionLev
elof
Cer
ti
fi
cat
eandDi
plomai
nor
gani
zat
ionr
espect
ivel
y.Andt
heot
her67% ofempl
oyees
hav
eEducat
i elof1stdegr
onLev eeand19%ofempl
oyeeshav
eEducat
ionLev
elofmast
er
andabov
einor
gani
zat
ion.Fr
om t
hiswecanunder
standt
hatmaj
ori
tyofr
espondent
s
hav
e Educat
i elof1stdegr
on Lev ee.
Thi
simpl
i
ed t
hatCBE di
d hav
e mor
e educat
ed
empl
oyeesi
nthear
eaofser
vice.

30
4.
3.2.
4Lengt
hofSer
vice

Tabl
e4.
2.4Lengt
hofSer
vice

No I
tem Number of Per
cent
age(
%)
r
espondent
s

D Lengt
h

<1 3 7

2-
3 8 19

4-
5 12 28

>5 20 47

Tot
al 43 100

Sour
ce:
ownsur
vey2023

Accor
dingt
otabl
e4.
2.4i
nfor
mat
ion7%,
19%,
28%and47%ofr
espondentofr
epl
i
edt
hat
l
engt
hofser
vicewer
elesst
han1y
ear
,2-
3year
,4-
5andmor
ethan5r
espect
ivel
y.Fr
om
t
hist
he r
esear
cher
s concl
udes t
hatmostempl
oyees ar
e mor
ethan 5-
yearwor
k
exper
ience.Thi
simpl
i
edt
hatempl
oyeesofCBENegusTekel
eHay
manotbr
anchmor
e
exper
ienced.

31
4.
4Inf
ormat
ionRegar
dingt
oEmpl
oyeeResponset
oCBESer
vice

4.
4.1TheEmpl
oyeesJobNat
ure

Pl
aci
ngempl
oyeesbasedont
hei
rpr
ofessi
onal
incr
easet
hequal
i
tyoft
heCBEser
vice.

Tabl
e4.
2.5Empl
oyeesJobi
nCBE

No I
tem Number of Per
cent
age(
%)
r
espondent

1 Whati
syourj
obi
nCBE

SOC 17 40

Manager 1 2

Casher 11 26

Audi
tor
s 3 7

Account
ant
s 4 9

Secur
it
ies 3 7

Secr
etar
y 4 9

Tot
al 43 100

Sour
ce:
ownsur
vey2023

Asi
ndi
cat
ethet
abl
e4.
2.5showedt
hat40%,2%,26%,7%,9%,7%,
and9%ofr
espondent
COS,
Manager
,Casher
,Audi
tor
,Account
ant
,Secur
it
yandsecr
etar
yrespect
ivel
y.Fr
om t
his
t
her
esear
cher
sconcl
udest
hatmostofempl
oyeeswer
eCSOt
hisi
ndi
cat
est
hatt
heCBE
ser
vescust
omer
sappr
opr
iat
ely
.

32
4.
4.2Empl
oyeesTr
eat
mentoft
hecust
omerwi
thi
nCBE

Tabl
e4.
2.6Tr
eat
mentoft
hecust
omer

No I
tem Number of Per
cent
age(
%)
r
espondent

2 Howdoy
ouser
vey
ourcust
omer

Ver
ygood 24 56

Good 9 21

Av
erage 10 23

Poor _ _

Tot
al 43 100

Sour
ce:
ownsur
vey2023

Asi
ndi
cat
ethet
abl
e4.
2.6,
23%ofr
espondentar
erepl
i
edt
hatt
heyt
reatt
hei
rcust
omeri
s
av
erageand21% ofr
espondentar
erepl
i
edt
hatt
heyt
reatt
hei
rcust
omeri
ngoodway
,
wher
eas56%ofr
espondentar
erepl
i
edt
hatt
heyt
reatt
hei
rcust
omerv
erygood.Fr
om
t
hisr
esear
cherconcl
udest
hatt
het
reat
mentofcust
omeri
nCBENegusTekel
eHay
manot
br
anchar
ever
ygood.

Besi
de t
he abov
eissue cust
omer
’s opi
nion r
egar
ding t
hist
her
eis no r
espectf
or
cust
omerandt
akesuggest
ion,noshowgoodf
acei
nfr
ontofcust
omerandnoexcel
l
ent
communi
cat
ion wi
th cust
omer
.Ther
efor
e,empl
oyees shoul
dimpr
ovet
hist
hrough
r
espectf
orcust
omerandt
akecommentandshowgoodf
acei
nfr
ontofcust
omer
.

33
 CHAPTER5

5.CONCLUSI
ONANDRECOMMENDATI
ON

5.
1Concl
usi
onandSummar
y

Theanal
ysi
sint
erpr
etat
ionsandpr
esent
ati
onsofdat
ahav
ebeendr
awf
rom t
hef
indi
ngs
oft
her
esear
cher
s.Theconcl
usi
onofal
lrai
seddi
scussi
onl
i
stedasf
oll
ows.

▶ Mostoft
hecust
omer
sofCBEar
eyout
hwhoneedsmoder
nfaci
l
ityandt
echnol
ogy
ser
vice.

▶Maj
ori
tyoft
he cust
omer
s ar
e wi
th 1st degr
ee hol
der
s,t
hisi
mpl
i
es t
hatt
he
cust
omer
soft
heCBEar
eknowl
edgeabl
eandi
tal
soshowst
hatt
heycanhav
e
i
nfor
mat
ion aboutCBE qual
i
tyofser
viceand t
heycan compl
ainf
ort
hegap
happened.

▶Ast
her
esponsesi
mpl
i
ed87%ofr
espondent
swer
eusedt
heCBEbef
ore/
prev
iousl
y.
Thi
sindi
cat
est
hatt
her
espondenthadagoodawar
enessr
egar
dingt
othebank.

▶Mostoft
hecust
omer
ssai
dthatpr
omptser
viceofCBEwassomet
imes.Thi
s
i
mpl
i
edt
hatt
hecust
omerpoor
lysat
isf
iedi
nqui
cknesst
heser
vice.

▶Accor
ding t
o dat
a 67% ofr
espondentar
e happybyt
he ser
vice pr
ovi
ded by
empl
oyees,
Ther
efor
e,empl
oyeesofCBEar
egoodper
for
mance.

▶Mostofcust
omerpr
efer
ence CBE byi
ts ATM machi
ne.Ther
efor
e,t
he ATM
machi
neofCBEi
sat
tract
ivet
hanot
herser
vice.

▶Themaj
ori
tyofcust
omer
sofCBEusebondwhi
l
etheyuseCBE.Thi
simpl
i
est
hat
CBEpr
ovi
desaddi
ti
onal
ser
vicebey
ondt
henor
malser
vicet
hatl
eadst
hecust
omer
canmot
ivat
etocomeagai
n.

▶Themaj
ori
tyofcust
omersat
isf
iedwi
thper
for
manceoft
heempl
oyees.Thi
simpl
i
ed

34
 empl
oyeesofCBEhav
egoodper
for
mance.

▶ Mostofr
espondent
swer
esai
dthatov
eral
lqual
i
tyofCBEi
sgoodandwi
tht
his
aspectbankshoul
dal
soi
mpr
ovespeedoft
heser
vicei
ntov
erygood.

▶Mostofempl
oyeesar
einbet
weent
heagegr
oupof21-
30.Ther
efor
e,hav
ingy
oung
empl
oyeei
ntheor
gani
zat
ioni
sposi
ti
vei
mpactont
heor
gani
zat
ionbecauseoft
heyar
e
pr
oduct
iveandi
nit
iat
edempl
oyees

▶Mostofempl
oyeesgetasal
arymor
ethan4000.
Ther
efor
e,empl
oyeessal
aryi
shi
gh
pay
ment
.Thi
spul
lthem t
owor
ks

▶Maj
ori
tyofempl
oyeeshav
eeducat
ionl
evelof1stdegr
ee.Ther
efor
e,CBEdi
dhav
e
mor
eeducat
edempl
oyeesi
nthear
eaofser
vice.

▶Mostofempl
oyeesofCBE ar
emor
ethan 5-
yearwor
kexper
ience.Ther
efor
e,
empl
oyeesofCBENegusTekel
eHay
manotbr
anchmor
eexper
ienced.

▶ Mostofempl
oyeeswer
eCSO t
hisi
ndi
cat
est
hatt
heCBE ser
vescust
omer
s
appr
opr
iat
ely
..

▶TheCBEhav
eencl
osedbypr
obl
emst
hathi
nderf
rom successsuchasext
ernaland
i
nter
nalpr
obl
em.
Regar
ding t
hisi
nter
view r
esul
tshows i
nter
nalpr
obl
em ar
e
shor
tage ofmat
eri
all
i
ke sof
twar
e and count
ing machi
ne and ski
l
lgap.The
ex
ter
nalpr
obl
em ar
eal
way
sfami
l
iari
nCBEduet
ofact
orst
hatar
ebey
ondar
e
ov
ercr
owded,
syst
em f
ail
ureduet
opr
obl
em ar
isef
rom t
elecommuni
cat
ionnet
wor
k
f
ail
ure.

35
 5.
2RECOMMENDATI
ON

Thi
s st
udy come acr
oss wi
th di
ff
erentf
indi
ng oft
he st
udy and t
he r
esear
cher
s
r
ecommendsbasi
cal
l
ydependi
ngonf
indi
ngdr
aw f
rom di
scussi
onandi
nter
pret
ati
on
par
ts.

▶Thebankshoul
dwor
kmor
etoi
mpr
ovemat
eri
alassoci
atedpr
obl
emswi
tht
he
ser
vicei
nthebanksuchascount
ingmachi
neandsof
twar
epr
obl
ems.

▶Thepr
omptser
viceofCBENegusTekel
eHay
manotbr
anchwasonoccasi
on.
Ther
efor
e,t
he bank shoul
dimpr
ove pr
omptser
vice mor
e and mor
ethr
ough
cr
eat
ing somemechani
sm t
o mi
nimi
zet
henet
wor
kpr
obl
em ort
ofi
nd ot
her
t
echni
quest
hatunst
opt
heser
viceatt
het
imeofdi
sconnect
ionofnet
wor
k.

▶Theempl
oyeesshoul
dconsi
dert
hesuggest
iongi
venbycust
omeraboutser
vice
qual
i
tyandt
heyshoul
drespectt
hem.

▶Thebankshoul
dneedt
oconsi
der
ati
ononf
unct
ional
i
tyofATM machi
neatal
l
-ti
me

▶Theempl
oyeesshoul
dunder
standcust
omerneedf
rom ser
viceandy
ou,excel
l
ent
communi
cat
ionwi
thcust
omer
,toshowgoodf
acei
nfr
ontofcust
omer
,consul
tthe
cust
omeraboutpr
oductofCBEandar
ri
vi
ngatbankt
odel
i
vert
heser
vicef
ort
he
cust
omeratt
her
ightt
ime.Pl
acewi
tht
her
ightdr
essi
ngcodeandl
uri
ngst
yle
wi
thoutanybot
tl
eneck.

36
Ref
erences

Appl
ebaum,
S.H,
(2003)
,acasest
udyCar
eerDev
elopmentI
nter
nat
ional
:Vol
8,i
ssue6,
pp270-
282.

Car
yfor
th,
BlumbergF.
,(1991),
ManagingSer
viceasaSt
rategi
cProfi
tCentr
e:NewYor
k
U.S.ACaryfor
th,Rawl
i
sonandWel d,
Busi
nessDiar
y,London.

Br
andl
ey,
M.andNay
lor
.[2002]
,I
ndustr
ialPsychol
ogy
,It
sTheor
eti
cal
andsoci
al
foundati
on:

Car
yfort
h,Rawl
isonandWeld,
[2006],
PersonnelManagement,
Theoryandpr
act
i 4th
ce:
edi
ti
onEditi
on,
Let
tsEducati
onalpubl
isher
s,Al
dinepl
aceLondonw128AW.

Fr
eeMant
le(
1993)
,Incr
edi
bleCust
omer
sSer
vice:
McGr
aw-
Hil
l
.UK

Lesl
y&Mal
com,
M.F.
,(1992)
,Tot
alQual
i
tyManagement
:Pi
tmanpubl
i
sher
s,London

Locke,
E.A.,
(1976)
,HandbookofI
ndust
ri
alandOr
gani
zat
ional
Psy
chol
ogy
:RandMcNal
l
y,
Chi
cago.

Lov
erl
ock,
C.H.
,(1976)
,HandbookofI
ndustr
ial
andOrgani
zat
ional
Psy
chol
ogy
:Rand
McNall
y,Chi
cago.

Lov
elock,
C.H.
,(1984)
,Ser
viceMar
ket
ing:
prent
iceHal
l
.NewJer
sey

Mar
ti
n,W.
B.,
(1989)
,Ser
viceManagi
ngQual
it
yCust
omer
:Par
amountpubl
i
sher
s,New
YorkUSA

Masl
o,A.
,(1967)
,Mot
ivat
ionandPer
sonal
i
ty:
9thEdi
ti
on,
Har
perandRowPubl
i
shi
ngLt
d,
NewYor k.

Maxhand,&Pl
wman,B.
,(1992)
,Qual
i
tyManagementHandbook:
Qualit
ypress,USA
Mugenda,O.M.
,&Mugenda,A.G.
.,
(1999)Resear
chmet
hods:EastAfr
icanPubl
isher
s,
Nairobi
.

Mul
l
ings,
L.J.
,(2002)
,ManagementandOrgani
zati
onalBehav
ior
:6t
hEdi
ti
onFi
nanci
al
Times,
Prent
iceHall

Lochman,J.(1983).
”Factorsr
elat
edtocustomersati
sfact
ionandbrandequi
tywit
hin
banki
ngindustr
y".Journal
ofinter
nat
ional
financi
ali
nsti
tut
ion,
vol.
9(2)
.pp.91-
108.

37
 APPENDI
CES-
A

Tr
opi
calcol
legeofmedi
cine

Debr
eMar
koscampus

Depar
tmentofmanagement

Quest
ionnai
resf
il
ledbycust
omer(
CBE)

Respect
edmadam/
sir
,

Thi
squest
ionnai
reai
msatanal
yzi
ngi
mpactofser
vicequal
i
tyoncust
omersat
isf
act
ioni
n
CBENegusTekel
eHay
manotBr
anch.Asapar
tofourpr
oject
,wewoul
dli
ket
ogat
her
somei
nfor
mat
ionf
rom y
ouwhi
chwi
l
lhel
pusi
nani
ndept
hst
udyoft
hepr
oject
.we
woul
d be i
ndebt
ed i
fyou co-
oper
ate wi
th usi
nfi
l
li
ng t
he quest
ionnai
re.Si
nce t
he
quest
ionnai
rei
sbei
ngusedf
oracademi
cpur
pose,t
hei
nfor
mat
iongat
her
edwi
l
lbe
st
ri
ctl
yconf
ident
ial
.

Gui
dance

-Noneedofment
ioni
ngy
ourname

-Chooseandci
rcl
eyouranswerf
ormul
ti
plechoi
cequest
ions

-Fort
hequest
ionst
hatneedexpl
anat
ionuset
hespacepr
ovi
ded

-Forsubj
ect
ivequest
ionsy
oucangi
veaddi
ti
onal
ideaori
nfor
mat
ion

-I
fther
eisaquest
iont
hati
snotconcer
nedabouty
ou,
omi
tit

Par
t1.Demogr
aphi
calI
nfor
mat
ion

1.Sex

a,
mal
e b,
femal
e

2.Age

a,
18-
30 b,
31-
45 c,
46-
60 d,
61andabov
e

3.Occupat
ional
stat
us

38
a,
mer
chant b,
Gov
ernmentempl
oyees c,
student d,
Other

4.Educat
ionbackgr
ound

a,
Pri
mar
yto10t
hcompl
ete

b,
Dipl
oma

c,
fir
stdegr
ee

d,
Mast
erandAbov
e

PART-
2:-I
nfor
mat
ionr
egar
dingt
ocust
omerr
esponset
oCBEser
vice

1.Doy
ouuseCBEasy
ouropt
ionbef
ore?

a,
Yes b,
No

2.Ifyourr
esponsef
orquest
ion1i
s"y
es"how l
onghav
eyoubeenacust
omeroft
his
bank?

a,
<6mont
hs

b,
6mont
hs-1y
ear

c,
2-4y
ear
s

d,
5andabov
eyear
s

3.Doy
oual
way
sgetpr
omptser
vicewhenev
ery
ouv
isi
ttheCBE?

a,
alway
s c,
somet
imes

b,
oft
en d,
nev
er

4.Ar
eyouhappyoft
heser
vicepr
ovi
dedbyempl
oyeesofCBE?

a,
Yes b,
No

5.Whi
choft
hef
oll
owi
ngser
vicedel
i
ver
yat
tract
syourpr
efer
encemor
etouseCBE?

-t
otr
ansf
ermoney

-t
osav
emoneyi
ntomyaccount

-t
owi
thdr
awmoneyf
rom myaccount

39
 -t
osel
lfor
eigncur
rency

-t
obor
rowmoney

ATM machi
ne

Ot
her
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
..
.

6.Doy
ouuseanyaddi
ti
onal
ser
vicewhi
l
eyouuset
heCBE?

a,
yes b,
no

7.Ty
peofaddi
ti
onal
ser
vice_
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__

8.Ar
eyousat
isf
iedwi
tht
heper
for
manceoft
heempl
oyeesoft
hisbank?

a,
yes b,
No

9.Howdoy
our
atet
heov
eral
lqual
i
tyofCBEser
vice?

a,
ver
ygood b,
Good c,
Aver
age d,
Bad

10.Whatar
ethei
mpact
sofgi
vi
ngpoorqual
i
tyser
vicef
ort
hecust
omer
s?

_
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40
 APPENDI
CESB

Tr
opi
cal
col
legeofmedi
cine

Debr
eMar
koscampus

Depar
tmentofManagement

Quest
ionnai
resf
il
ledbyempl
oyees(
CBE)

Respect
edmadam/
sir
,

Thisquesti
onnai r
eaimsatanalyzi
ngimpactofser
vicequal
ityoncust omersat isfacti
oni n
CBENegusTekel eHaymanotBr anch.Asapartofourpr ojectwewoul dl i
ket ogat her
somei nfor
mat ionfrom youwhichwi l
lhel
pusi nani ndept hstudyoft hepr oject
.we
would be indebted ifyou co-
operat
e wit
h usinf il
l
ing the questionnaire.Since t he
questi
onnaireisbei ngusedf oracademicpurpose,theinf or
mationgat heredwi llbe
str
ict
lyconfidenti
al.

Gui
dance
-Noneedofment
ioni
ngy
ourname
-Chooseandci
rcl
eyouranswerf
ormul
ti
plechoi
cequest
ions
-Fort
hequest
ionst
hatneedexpl
anat
ionuset
hespacepr
ovi
ded
-Forsubj
ect
ivequest
ionsy
oucangi
veaddi
ti
onal
ideaori
nfor
mat
ion
-I
fther
eisaquest
iont
hati
snotconcer
nedabouty
ou,
omi
tit

Par
t-
1.Demogr
aphi
cal
Inf
ormat
ion

1.Sex:

a,Mal
e b,Femal
e

2.Age:

a,<20 b, 21-
30 c,31-
40 d, 41-
50 e, >50

3.I
ncomeLev
el

41
a,
501-
1000 b,
1000-
2000 c,
2001-
3000 d,
3001-
4000e,
>4000

4.Educat
ionLev
el:

a,
10t
hcompl
ete b, Cer
ti
fi
cat
e c, Di
ploma e, Degr
ee f
, Mast
erandabov
e

5.Lengt
hofSer
vice

a,>1y
ear
s b,2-
3year
s c,4-
5year
s d, <5y
ear

Par
t-2:
-I
nfor
mat
ionr
egar
dingt
oempl
oyee’
sresponset
oCBEser
vice

1.Howdoy
out
reaty
ourcust
omer
s?

a,
Ver
ygoodb,
Good c,
Poor d,
aver
age

2.whati
syourj
obi
nCBE.
..
..
..
..
..
..
..
..
..
..
..
..
..

3.Whatar
ethemeasur
esy
out
akent
oincr
easet
heser
vicequal
i
ty

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I
nter
viewf
orManagerofCBE

1.Whatarei
nter
nalandext
ernalf
act
orst
hataf
fectt
heser
vicequal
it
yofCBENegus
Tekel
eHay
manotBranch?

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42
43