CHAPTER FOUR

DATA PRESENTATION, ANALYSIS & DISCUSSION

4.1. Introduction
In this chapter the collected data were presented, discussed and interpreted in relation to Effect of
Service Quality on Customer Satisfaction: The Case of Oromia Electric Utility-Adama District.
This chapter covers three parts thus are General Information or Demographic Analysis,
Descriptive Analysis and Inferential Analysis. The data was analyzed using Statistical Package
for Social Science (SPSS Version 22).

4.2. Response Rate

From a total of 398 questionnaires which were distributed to customers of Oromia electric utility
service Adama districts 306 (76.88%) questionnaire were obtained and identified as valid and
used for analysis. Based on these, the response rate is 76.88%.
4.3. General Information about the Respondents
The demographic data is crucial in understanding whether the given sample of the respondents in
the specific research study represents sufficiently the target population. The demographic data
also enables the researcher to find out the suitability of the respondents in providing the answers
to the research questions for the purpose of generalizing the results of the study. In this research,
the general information and demographic data consisted of age and sex, level of education, tariff
category they belong, number of visit per month and experience with Oromia electric utility
Adama district customer service center as a customer and the results are presented in the
following tables and figures.
4.3.1. Age and Sex Composition of the Respondents
Table 4.1 Respondents’ frequency distribution of Age and Gender
Frequency Percent
Gender Male 187 61.1
Female 119 38.9
Total 306 100.0
Below 25 years 6 2.0
26-35 years 91 29.7
Age 36-45 years 152 49.7
Above 46 years 57 18.6
Total 306 100.0
Source: Research Data, 2023
Table 4.1 shows that 61.1% of the respondents were males whiles 38.9 % were females. With
regard to the age composition of the respondents the result in the table above also showed that
the age group of respondents who are below 25 years were 6 (2%) respondents, the number of
customers in between 26 and 35 year covers 91 (29.7%) respondents while age group from 36 to
45 covers 152 (49.7%) and above 46 years covered by 57 (18.6%) respondents. This result shows
that the active sections of the societies of both sexes are getting services from Oromia electric
utility service Adama district offices. Lastly all the age groups were involved in the study. From
this we can infer that all age groups were represented and all interests and knowledge’s of
participates is expected to be included regarding service quality of Oromia electric utility service
Adama district offices.
4.3.2. Educational Background of the Respondents
Figure 4.1: Respondents’ frequency distribution of Educational Qualification

Educational Background
130
110
90
70
50
30
10
Secondary Certificate TVET/ Frist Degree Masters and
school Diploma above
Frequency 28 57 79 118 24
Percent 9.2 18.6 25.8 38.6 7.8

Source: Research Data, 2023

According to the result in the figure 4.1, the majority of respondents 118 (38.6%) had a first-
degree level of education, followed by 79 (25.8%) with college diploma which received
Technical and vocational training (TVET) and 57 (18.6%) & 28 (9.2%) of the respondents have
Certificates and complete secondary schools respectively and finally 24 (7.8%) of the
respondents had a second-degree or higher level of education. From this it is possible to conclude
that all level of understanding regarding the Service quality of Oromia electric utility service
Adama district offices were represented and also majority of the respondents 142 (46.4%) were
degree and above which gives opportunity to reveal the experts comment on the study topic.
 4.3.3. Tariff category group of the respondents represent
Figure 4.2: Respondents’ frequency distribution of Tariff category they belong

Tariff Catagory
12%

Domestic tariff
53%
Commercial Tariff
35%
Industry Tariff

Source: Research Data, 2023

According to the result in figure 4.2, the majority of respondents 53% belong to a domestic tariff
category of electric services at Adama district offices, followed by 35% with a commercial tariff
and 12% with an industry tariff. This suggests that respondents from all tariff categories were
represented in this study, the results of the study are considered to be significant for
generalization purposes as individuals from each tariff category of experience were able to
participate in the study.
4.3.4. Number of Years Using Service
Figure 4.3: Experience of respondents in using OEUS Adama District Offices

Service Years
150
130
110
90
70
50
30
10
Less than 1 1-3 years 4-6 years 7-10years above 10
year years
Fre- 5 82 138 57 24
quency
Percent 1.63398692 26.7973856 45.0980392 18.6274509 7.84313725
810458 20915 156863 803922 490196

Source: Research Data, 2023

Regarding years that the customer getting services from Oromia Electric Utility Services Adama
district offices the above figure 4.3 depicts as most participants which were calculated as 45.1%
of customers were service experience from 4-6 years followed by 26.8% of customers who got
services from the company from 1 to 3 years, 18.6% have been getting services for 7-10 years
and 7.8% of customers were served in the company for about 10 years and above. This rich
experience indicated that the subject matter of service quality were easily identified and reacted
over the given questions.
4.3.5. Experience of respondents visiting OEU Customer Service Center
Table 4.2 Experience of respondents in visiting OEUS customer service center
Frequency Percent
Visit Per Once 131 42.8
Month 2-3 times 151 49.3
4-6 times 24 7.8
Total 306 100.0
Less than 10 minutes 19 6.2
Service 10-31 minutes 136 44.4
Time 32 minutes to one Hour 124 40.5
More than one hour 27 8.8
Total 306 100.0
Source: Research Data, 2023
The result in the above table indicates about respondent’s experience of visiting Oromia electric
utility service Adama district customer service centers and the time taken to get the service ,
accordingly the majority of the surveyed customers 151 (49.3%) visit 2 to 3 times per month and
followed by 131 (42.8%) of customers or respondents were visiting customer service centers
once per month. This indicated that as majority of the respondents had more experience in
visiting the centers it can be concluded that they have enough knowledge in order to react over
the given question and subject matter of the research or service quality of Oromia electric utility
service Adama district offices.
In spite of service time that the center took in order to give or get services majority of
respondents 136 (44.4%) agreed as it took 10 to 31 minutes and 124 (40.5%) agreed as it took 32
minutes to one hour. Whereas, 27 (8.8%) respondents agreed as it took more than one hour
indicating Oromia electric utility service Adama district offices has to improve the centers
services in order to be more benefited from customer satisfaction.
 4.3.6. Standards of Service Quality and Service Delivery Process
Table 4.3 Customers perception on standards of service quality and service delivery process
Frequency Percent
Have improved a lot 72 23.5
Standards Have improved a little 157 51.3
of service Have not changed 43 14.1
provided Declined 22 7.2
Cannot rate 12 3.9
Total 306 100.0
Unsatisfactory 88 28.8
Service Satisfactory 77 25.2
quality & Good 110 35.9
delivery Very Good 27 8.8
process Excellent 4 1.3
Total 306 100.0
Source: Research Data, 2023
The result in Table 4.3, depicts respondents perception on the standard of service quality and
delivery process of Oromia electric utility service Adama district offices accordingly more than
half of the respondents rate as standard of services provided by the corporation is have improved
a little by 157 (51.3%) and 75 (23.5%) while the rest of respondents about 77 (25.2%) indicated
as the standard of services provided by the corporate was not changed, declined and cannot rate,
respectively.
Regarding service quality and delivery process of the corporate (organization) most of the
respondents agreed or rated the as good by 110 (35.9%), rated as satisfactory by 77 (25.2%),
rated as very good by 27 (8.8%) and rated as excellent by 4 (1.3%) respondents respectively.
However, 88 (28.8%) respondents rated the service quality and delivery process unsatisfactory.
According to Athanassopoulos et al., (2001) Customer’s expectation serves as a foundation for
evaluating service quality because, quality is high when performance exceeds expectation and
quality is low when performance does not meet their expectation. Therefore, Oromia electric
utility service Adama district offices has to improve its performance in service delivery process
in order to exceed customer’s expectation and satisfy them.
4.4. Descriptive Statistics
The study used SERVPERF model to measure the customer’s perception on the service provided
by Oromia electric utility service Adama district offices. The model contains 30 questions related
to the six service quality dimensions namely reliability, tangibility, responsiveness, assurance,
empathy and access. As quoted by Girma Kumsa (2018), Mesfin (2016) used a kind of rule of
thumb to create equal gaps for a level of five points Likert scale (that ranges from strongly
disagree to strongly agree in the survey questionnaire). According to Hair et al. (2006), the
calculated mean value that ranges from 1 to 1.80 implies strongly disagreement (Very Low
Performance), a mean range from 1.81 to 2.6 implies Disagree (Low Performance), from 2.61 to
3.4 implies Neither Agree Nor Disagree (Moderate Extent), from 3.41 to 4.2 implies Agree
(Good Performance) and from 4.21 to 5.00 Strongly Agree (High Performance). The difference
between two scale values 0.8 used as delimitation for each factors of the measurement in the
questionnaire. The result 0.8 was found by dividing the difference between the minimum (1)
scores to the maximum score (5) of the questionnaire.
In the method of evaluation of the data, standard deviation was also used. Small standard
deviation (relative to the value of the mean itself) implies that data are close to the mean whereas
a large standard deviation (relative to the mean) implies that the data points are distant from the
Mean. According to Field, (2009) Standard deviation is a measure of how well the mean
represents the data.
4.4.1. Reliability
The reliability dimension of service quality refers to the ability of service organizations to
perform the promised service dependably and accurately, and thus reflects the consistency and
dependability of an organization’s performance Rodriques, Bonar & Sacchi (2011). Safwan et al,
(2010) stated that reliability shows the service provider’s ability to perform services in a
dependable and accurate manner. Furthermore, it involves doing it right the first time and it is a
crucial service component of customers (Messay, 2012). In order to collect respondents’
perception towards the reliability dimension of service quality five questions were provided and
the results of the finding are presented in the following table.
Table 4.4: Customers perception towards items of reliability
Item
no & Reliability Dimension Items Std.
code The customer service center &or service provider:- N Mean Deviation
RL1 Performs the service right the first time visiting. 306 3.50 .551
RL 2 Provides its service at the time it promises to do so. 306 3.34 .514
RL 3 Has sincere interest to solve the problem of the customers. 306 3.39 .533
RL 4 Gives accurate information to customers. 306 3.47 .612
RL 5 Sufficient man power & material is kept to avoid the interruption
of service provision. 306 2.84 .685
 Valid N (listwise) 306
Source: Research Data, 2023

4.4.2. Responsiveness
Responsiveness is Willingness to help customers and provide prompt service (Ananth, 2010;
Kheng, 2010). Responsiveness is the willingness to support customers and provide them
immediate services right on demands. However, Taiwo (2011) described that responsiveness is
the degree to which customers perceive service providers readiness to assist them promptly.
Therefore, showing sincerity and willingness to help customers are some of the key issues in
responsiveness. Again what was tested in respect of responsiveness included devoted time to
customers and efficient services. In order to collect respondents’ perception towards the
responsiveness dimension of service quality five questions were provided and the results of the
finding are presented in the following table.
Table 4.5: Customers perception towards items of responsiveness
Item
no & Responsiveness Dimension Items Std.
code The customer service center &or service provider:- N Mean Deviation
RS 1 is ready to give fast service to the customer 306 3.53 .519
RS 2 Employees tell you exactly when the services will be performed 306 3.45 .524
RS 3 Whenever there is service failure, they provide service recovery
without delay and reluctance 306 3.31 .505
RS 4 are happy and willing to serve the customer 306 3.28 .491
RS 5 are not too busy to respond to the customers’ requests 306 3.20 .477
Valid N (listwise) 306
Source: Research Data, 2023
 4.4.3. Tangibility
According to (Hennayake, 2017), tangible represent physical aspects of the services and all tools
and equipment’s used to provisions of services. In order to collect respondents’ perception
towards the tangibility dimension of service quality four questions were provided and the results
of the finding are presented in the following table.
Table 4.6: Customers perception towards items of tangibility
Item
no & Tangibility Dimension Items Std.
code The customer service center &or service provider:- N Mean Deviation
TG1 Have up to date (Modern) equipment’s. 306 3.03 .361
TG2 Provides its service with the help of new technology. 306 3.10 .474
TG3 Employees are disciplined, well dressed, professional in their
appearance, and neat appearing 306 3.37 .587
TG4 Materials associated with the service (Meters. Poles, Cable etc) are
visually appealing. 306 3.15 .713
Valid N (listwise) 306
Source: Research Data, 2023

4.4.4. Assurance
Assurance indicates knowledge and courtesy of employees and their ability to inspire trust and
confidence. (Parasuraman et al., 1988) found that assurance is an important factor of service
quality next to reliability and responsiveness towards customer satisfaction. Assurance has “the
strongest impact on customer satisfaction that leads to positive word of mouth outcome” (Arasli
et al., 2005). In order to collect respondents’ perception towards the Assurance dimension of
service quality six questions were provided and the results of the finding are presented in the
following table.
Table 4.7: Customers perception towards items of assurance
Item
no & Assurance Dimension Items Std.
code The customer service center &or service provider:- N Mean Deviation
AS 1 Employees have adequate knowledge and skills to serve customers 306 3.36 .591
AS 2 Employees are consistently courteous/ polite with you 306 3.37 .541
AS 3 behaviors of the employees are excellent that the customer can trust 306 3.44 .594
AS 4 customers feel safe on the service provided by the employees 306 3.50 .639
AS 5 The service provider trust worthy 306 3.48 .669
AS 6 The service provider inspire confidence 306 3.35 .681
Valid N (listwise) 306
Source: Research Data, 2023

4.4.5. Empathy
Empathy means taking care of the customers by giving individual attention to them, (Blery et al.,
2009). In order to collect respondents’ perception towards the Empathy dimension of service
quality five questions were provided and the results of the finding are presented in the following
table.
Table 4.8: Customers perception towards items of empathy
Item
no & Empathy Dimension Items Std.
code The customer service center &or service provider:- N Mean Deviation
EM1 Employees understand your specific needs (individual attention). 306 3.00 .680
EM2 Employees are able to be approached. 306 3.58 .545
EM3 Do know promptly what your needs are. 306 3.26 .539
EM4 Have the customer’s best interest at heart. 306 3.22 .682
EM5 Have operating hours convenient to the customers. 306 3.05 .693
Valid N (listwise) 306
Source: Research Data, 2023
 4.4.6. Access
In order to collect respondents’ perception towards the access dimension of service quality five
questions were provided and the results of the finding are presented in the following table.
Table 4.9: Customers perception towards items of access
Item
no & Access Dimension Items Std.
code The customer service center &or service provider:- N Mean Deviation
AC1 Are appropriately located around ideal. 306 3.44 .616
AC2 Are convenient for its customer to sustaining them. 306 3.17 .737
AC3 Whenever any need arise it is possible to access the office services 306 3.27 .659
AC4 The employees of the company easily accessed and transparent in
the services they rendered 306 3.25 .691
AC5 The service centers are appropriately located around ideal. 306 3.32 .693
Valid N (listwise) 306
Source: Research Data, 2023

4.4.7. Customer Satisfaction

According to Rigopoulou et al. (2008) customer satisfaction is the state of mind that customers
have about a company when their expectations have been met or exceeded over the lifetime of
the product or service. Higher customer satisfaction leads to greater customer loyalty which in
turn leads to higher future revenue. Good customer satisfaction has an effect on the profitability
of nearly every business. For example, when customers receive good service, each will typically
tell nine to ten people. However, customers who receive poor service will typically relate their
dissatisfaction to between fifteen and twenty others Naik et al. (2010). Therefore, customer
satisfaction is an asset that should be monitored and managed just like any physical asset. In
order to collect respondents’ perception towards the customer satisfaction five questions were
provided and the results of the finding are presented in the following table.
Table 4.10: Customers perception towards items of customer satisfaction
Item
no & Customer Satisfaction Items Std.
code The customer service center &or service provider:- N Mean Deviation
CS 1 The services provided are according to my expectations. 306 3.33 .798
CS 2 I am satisfied with the workwise and the capability of the employee 306 3.70 .585
CS 3 I am satisfied with respectful behavior & trustworthy of employees. 306 3.64 .513
CS 4 I am satisfied with the overall service of customer service center. 306 3.44 .686
CS 5 I accept service of customer center because of I have no alternative 306 3.68 .643
Valid N (listwise) 306
Source: Research Data, 2023

4.5. Inferential Statistics

The collected data from the customers of Oromia electric utility service Adama district offices
were used to make the inferential analysis of the study. In this study inferential analysis consisted
correlation analysis, multiple regression model assumption and result of regression analysis.
4.5.1. Correlation Analysis between SQ Dimensions and CS
Correlations are the measure of the linear relationship between two variables. A correlation
coefficient has a value ranging from -1 to 1. Values that are closer to the absolute value of 1
indicate that there is a strong relationship between the variables being correlated whereas values
closer to 0 indicates that there is little or no linear relationship. The sign of a correlation
coefficient describes the type of relationship between the variables being correlated. A positive
correlation coefficient indicates that there is a positive linear relationship between the variables:
as one variable increases in value, so does the other.
Table 4.11 Correlation matrix between constructs of SQ dimensions and CS
 RL RS TG AS EM AC CS
** ** ** ** **
RL Pearson Correlation 1 .392 .337 .371 .254 .257 .572**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
** ** ** ** **
RS Pearson Correlation .392 1 .233 .340 .343 .285 .548**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
TG Pearson Correlation .337** .233** 1 .412** .454** .349** .513**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
** ** ** ** **
AS Pearson Correlation .371 .340 .412 1 .314 .306 .563**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
EM Pearson Correlation .254** .343** .454** .314** 1 .370** .538**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
** ** ** ** **
AC Pearson Correlation .257 .285 .349 .306 .370 1 .460**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
CS Pearson Correlation .572** .548** .513** .563** .538** .460** 1
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
**. Correlation is significant at the 0.01 level (2-tailed).
b. Listwise N=306
Source: Research Data, 2023
The correlation table revealed that there was a positive significant relationship between Service
Quality Dimensions (i.e. Reliability (RL), Responsiveness (RS), Tangibility (TG), Assurance
(AS), Empathy (EM) and Access (AC)) and the dependent variable Customer Satisfaction with
(0.572**, p<0.001) (0.548**p<0.001), (0.513**,p<0.001), (0.563**,p<0.001), (0.538**,p<0.001) and
(0.460**,p<0.001), respectively. This implies that the six independent variables have the potential
to influence Customer Satisfaction of Oromia electric utility service Adama district offices in
this study.
4.5.2. Multiple Regression Assumptions
In order to get the reliable and dependable result of the analysis, all the assumptions of the
multiple regressions should be fulfilled before making the regression analysis interpretation.
Therefore, before going to answer the research hypothesis the researcher have tested the
following pre regression assumptions and the assumption results are presented on the following
topics of this research paper.
 4.5.2.1. Sample Size
Sample size is an important factor to be considered while conducting the regression analysis. As
it is cited Field (2009), Green (1991) makes two rules of thumb for the minimum acceptable
sample size, the first based on whether you want to test the overall fit of your regression model
(i.e. test the R2), and the second based on whether you want to test the individual predictors
within the model (i.e. test b-values of the model). If you want to test the model overall, then he
recommends a minimum sample size of 50 + 8k, where k is the number of predictors. So, with
five predictors, you’d need a sample size of 50 + 40 = 90. If you want to test the individual
predictors then he suggests a minimum sample size of 104 + k, so again taking the example of 5
predictors you’d need a sample size of 104 + 5 = 109 (Field, 2009). Therefore, the samples for
this survey is 306 that means it provide enough case for the survey in predicting both the model
overall or individual predictors in the model.
4.5.2.2. Homoscedasticity vs Heteroscedasticity Assumption
In Homoscedasticity assumption, the variances of error terms are similar across the independent
variables. At each level of the predictor variable(s), the variance of the residual terms should be
constant. This just means that the residuals at each level of the predictor(s) should have the same
variance (Homoscedasticity); when the variances are very unequal there is said to be
Heteroscedasticity (Field, 2009). According to the statistical solution (2017), to test the linear
relationship assumption, Intellect’s in the statistics plot the standardized residuals verses the
predicted Y' values can show whether points are equally distributed across all values of the
independent variables or not. Biased standard errors lead to biased inference, so results of
hypothesis tests are possibly wrong. For a basic analysis, we first plot *ZRESID (Y-axis) against
*ZPRED (X-axis) on SPSS because this plot is useful to determine whether the assumptions of
random errors and Homoscedasticity have been met (Field, 2009).
Figure 4.4: Scatter plot based on Residual
Source: Research Data, 2023
The graph of *ZRESID and *ZPRED should look like a random array of dots evenly dispersed
around zero. If this graph funnels out, then the chances are that there is Heteroscedasticity in the
data. If there is any sort of curve in this graph, then, the chances are that the data have broken the
assumption of linearity (Field, 2009). As can be seen in the scattered plot on fig 4.4 above, the
residuals at each level of explanatory variables look like they are evenly dispersed and that the
graph do not assume any type of shaped. Therefore, it is safe to say that this study has no
Heteroscedasticity problem.
4.5.2.3. Test of Normality Assumption
The assumption of normally distributed error states that the residuals in the model are random,
normally distributed variables with a mean of 0. This assumption simply means that the
differences between the model and the observed data are most frequently zero or very close to
zero and that differences much greater than zero happen only occasionally. In general, the
normal distribution makes a straight diagonal line, and the plotted residuals are compared with
the diagonal. If a distribution is normal, the residual line will closely follow the diagonal (Field,
2009).
A test of normality assumption could be checked by graphical (histogram and dot plot) method
of tests. The popular histogram can provide a good idea about whether the data meets the
assumption. If the data looks like a bell-curve, then it is probably normal or if the fitted line in
the Normal P-P plot of regression is approximately a straight line, one can conclude that the
variables of interest are normally distributed (https://www.statisticshowto.com).
Figure 4.5: P-P Plot of regression standardized residual

Source: Research Data, 2023

Figure 4.5 show that the residuals have a sound normal distribution because the plotted residuals
were around the diagonal straight line instead of making any other shape or curve.
 4.5.2.4. Multi-co linearity Assumption
In multiple regression model, before making a regression analysis it is important to test the multi
co linearity test. Multi-co linearity is used to determine whether there is similarity of independent
variable with the other independent variables in the regression model or not. This assumption
can be assessed by examining tolerance and the variance inflation factor (VIF). VIF values well
below 10 and the tolerance statistics well above 0.2 can safely to conclude that there is no co
linearity within the data (Field, 2009). A good regression model must not have a strong
correlation among its independent variables or must not have a multi-co linearity problem and
that the value of variance inflation factor (VIF) must have a value between 1 and 10 and the
tolerance level should be more than 0.2 (SPSS Inc., 2017) . The result of Multi co linearity test is
shown in the table below:
Table 4.12: Multi co linearity test of independent variables

Collinearity Statistics
Model Tolerance VIF
1 Reliability (RL) .750 1.334
Responsiveness (RS) .749 1.335
Tangibility (TG) .675 1.480
Assurance (AS) .724 1.381
Empathy (EM) .701 1.427
Accessibility (AC) .784 1.275
a. Dependent Variable: CS
Source: Research Data, 2023
The result in table 4.12 shows that the co linearity between independent variables had no series
problem since the value of tolerance for all independent variable is greater than 0.2 and all VIF is
less than ten (VIF<10) (Pallant 2005). From the above table hence, we can conclude that there is
no co linearity between the data of the study.
4.5.3. Result of Regression Analysis
Multiple regression analysis is the method for analyzing the collective relationship of two or
more independent variables on a dependent variable (Kanom, 2011). The researcher conducted a
multiple regression analysis so as to know how much the independent variable explains the
dependent variable. The regression was conducted between Service Quality Dimensions
(independent variable) and Customer Satisfaction (dependent variable). The results of the
regression analysis are presented as follows:
4.5.3.1. Regression Analysis Model Summery
A multiple regression model R-squared is determined by pair wise correlations among all the
variables, including correlations of the independent variables with each other as well as with the
dependent variable. The multiple correlation coefficients (R) are a measure of the strength of the
relationship between customer satisfaction and the six construct variables i.e. Service Quality
dimensions. Large values of the multiple R represent a large correlation between the predicted
and observed values of the outcome.

Adjusted R2 is a measure of the loss of predictive power or shrinkage in regression. The adjusted
R2 tells us how much variance in the outcome would be accounted for if the model had been
derived from the population from which the sample was taken Adjusted R-squared is always
smaller than R-squared, but the difference is usually very small unless you are trying to estimate
too many coefficients from too small a sample in the presence of too much noise. Statistical
solution (2017)

Table 4.13: Regression Model between SQ dimensions and Customer Satisfaction

Model R R Square Adjusted R Square Std. Error of the Estimate
1 .804a .647 .640 .08563
a. Predictors: (Constant), AC, RL, EM, AS, RS, TG
b. Dependent Variable: CS
Source: Research Data, 2023
As it is shown in the table 4.13, there is causal relationship between SQ dimensions and
Customer Satisfaction. R represents the correlation between the observed values and the
predicted values of dependent values and the value of R produced by the regression procedure
range from 0 to 1. The larger the value of R indicates that there is strong relationship between the
observed and predicted values. Consequently, for this particular case the R value is 0.804 which
indicates that there is a strong relationship.

From the table above, the coefficient of determination (adjusted R2) was found to be 0.640
indicating that SQ dimensions account for 64% of the variability in Customer Satisfaction. This
suggests that 36% of the variation is not explained by service quality dimensions in this study.
 4.5.3.2. Regression Analysis ANOVA Result
The most important part of the table is the F-ratio, which is a test of the null hypothesis that the
regression coefficients are all equal to zero. Because R 2 is not a test of statistical significance (it
only measures explained variation in Y from the predictor Xs), the F-ratio is used to test whether
or not R2 could have occurred by chance alone. In short, the F-ratio found in the ANOVA table
measures the probability of chance departure from a straight line.
Table 4.14 ANOVA Result between constructs of SQ dimensions and CS

Model Sum of Squares df Mean Square F Sig.

1 Regression 4.019 6 .670 91.351 .000b
Residual 2.192 299 .007
Total 6.211 305
a. Dependent Variable: CS
b. Predictors: (Constant), AC, RL, EM, AS, RS, TG
Source: Research Data, 2023
For this survey data shown on the table 4.14, F is 91.351, which is significant at p<0.001
(because the value in the column labeled Sig. is less than 0.001). This result tells us that there is
less than a 0.1% chance that an F-ratio this large would happen, if the null hypothesis proposed
about F-ratio were true. Therefore, we can conclude that our regression model results in
significantly better prediction of Customer Satisfaction and that the regression model overall
predicts the Customer Satisfaction significantly well.
4.5.3.3. Coefficients of Regression Analysis
In order to know which of the predictors’ i.e. Reliability (RL), Responsiveness (RS), Tangibility
(TG), Assurance (AS), Empathy (EM) or Accessibility (AC) has contributed significantly to our
understanding of Y (Customer Satisfaction), the following table shows Coefficients when we
explore each predictor’s beta (i.e., standardized regression coefficient) and its level of
significance.
Table 4.15 Regression Coefficients between SQDs and Customer Satisfaction