St. Marry Universty School of Graduate Studies Mba Program
St. Marry Universty School of Graduate Studies Mba Program
St. Marry Universty School of Graduate Studies Mba Program
MARRY UNIVERSTY
SCHOOL OF GRADUATE STUDIES
MBA PROGRAM
May, 2014
ST. MARRY UNIVERSTY
SCHOOL OF GRADUATE STUDIES
MBA PROGRAM
III
St. Marry University
May, 2014
Endorsement
This thesis entitled, “Assessment of Service Quality Dimensions and its impact
been submitted to St. Marry University, School of Graduate Studies for examination
Signature _______________________
Date: _______________________
IV
Declaration
I, Ayecheluhem Addise declare that this work entitled “Assessment of Service
Selected Ethiopian Private Banks’’, is outcome of my own effort and study and
that all sources of materials usedfor the study have been duly acknowledged. I have
produced it independently except for the guidance and suggestion of the Research
Advisor.
This study has not been submitted for any degree in this University or any other
Administration [MBA].
Signature____________________________
Date_______________________________
V
Acknowledgments
First and foremost I would like to thank the almighty God. Secondly, I would like to
thank my advisor, Dr. Temesgen Belay for his fruitful support, expert guidance,
helpful criticism and encouragement at every stage during the completion of this
work. It was pleasant and inspiring experience for me to work under his guidance.
So, I always remain grateful and thankful. Thirdly, I would like to thank my wife
Amrot Yilma for her unconditional love and support throughout my journey. I am
also grateful to many other individuals who were instrumental in the process of
completing this degree. Especially, I would like to thank the managements and
branch employees of Enat Bank S.C and Debub Global Bank S.C for their positive
i
Abstract
This study was designed to assess the dimension of service quality and its effect
assess the service quality dimensions and their impacts on customer satisfaction.
The researcher used questionnaire method to gather the primary data from the
customers’ of the two main branches of the selected private banks. The
independent variable that service quality of the banks is measured by using the
dependent variable. the regression output also briefly show that there was a
variable is explained more than 80% by the five service quality dimensions.
customer expectations are changing over time, bank managers are advised to
ii
TABLE OF CONTENT
Acknowledgment…………………………………………………………………………………………....….…I
Abstract………………………………………………………………………………………………………....….…I
I
Table of Content…………………………………………………………….……………………….………....III
List of Tables……………..…………………………………………………….………………………….……...V
List of Figures………………………………………………………………………………………………....….V
Acronyms…………………………………………………………………………………………………..……….VI
CHAPTER ONE ............................................................................................................................... 1
INTRODUCTION…………………………………………………………………………………………………………………………. …………1
1.1 Background of the Study………………………………………………………………………………………………… …………1
1.2 Statement of the Problem ……………………………………………………………………………………………………………3
1.3 Research Hypothesis………………………………………………………………………………………………………… …………6
1.4 Objective of the Study……………………………………………………………………………………………………… ………..7
1.4.1 General objectives of the Study……………………………………………………………………………………………… …………7
1.4.2 Specific Objectives of the Study……………………………………………………………………………………………….…………7
1.5 Significance of the study………………………………………………………………………………………………….. …………8
1.6 Scope of the Study…………………………………………………………………………………………………………….…………9
1.7 Limitation of the Study…………………………………………………………………………………………………….. …………9
1.8 Organization of the Paper………………………………………………………………………………………………………….. …………9
iii
3.4 Sample Size and Sampling Technique………………………………………………………………………………. ………33
3.5 Data Gathering Techniques……………………………………………………………………………………………… ………34
3.6 Data Analysis…………………………………………………………………………………………………………………… ………35
3.7 Description of Variables and Measurements…………………………………………………………………… ………35
3.8 Model specification…………………………………………………………………………………………………………. ………36
3.9 Reliability Test………………………………………………………………………………………………………………… ………37
CHAPTER FOUR........................................................................................................................... 39
DATAPRESENTATION, ANALYSISANDINTERPRETATION……………………………………………………………….………39
4.1 Introduction…………………………………………..………………………………………………………………………………….39
4.2 Review of Respondent’s Profile………………………………………………………………………………………………….39
4.3 Descriptive Statistics…………………………………………………………………………………………………………………43
4.3.1 GAP Analysis of Service Quality Dimension…………………………………………………………………43
4.4 Infrential Data Analysis………………………………………………………………………………………………….…….45
4.4.1 Test of Multicollinearity ………………………………………………………………………………………………………………….45
4.4.2 Regression Analysis and Hypothesis Testing…………………………………………………………………………….……..47
iv
List of Tables
Table 3.1 Number of Customers and Proportion of Samples taken from each bank34
List of Figures
v
ABBREVIATIONS
Ta–Tangibility
Re- Reliability
As: Assurance
Em: Empathy
Res: Responsiveness
vi
CHAPTER ONE
INTRODUCTION
management. It deals with marketing both physical products and services. The focus
environmental factors become more hostile, the concern for service quality grows.
strategy, the service marketer must have the means to measure it. The most
Parasuraman et al., (1988) which involve five dimensions of service quality, namely
The service sectors have high contribution to the Ethiopian economy. Banking
sector is one service sector that provides financial service for the user and
banks have already been established and their number is increasing from year
1
to year. Due to this fact a fierce competition among banks has come to exist.
Since all banks render almost the same types of services for their customers’, banks
than their competitors to satisfy their customers. However, service providers are
to know the quality of their service from customers perspectives and which service
quality dimensions more affect customer satisfaction. Researchers that use the
which service quality dimensions was affect customer satisfaction. For example, a
study conducted in India by Usha, et al., (2009) said that among the five dimensions
layout of the workplace i.e. tangibility. And also the SERVQUAL model has different
Consequently, the study has important facets for the managers of Ethiopian private
banks which give especial attention to newly opened banks to identify which
their specific needs and objectives. It would assist banking service provider or bank
managers to plan and execute a marketing strategy that would maximize service
quality to improve customer satisfaction. Therefore, the purpose of this study was to
assess the dimensions of service quality and to find out the effects of these
significant on customer satisfaction in the case of Enat Bank S.C and Debub Global
2
Bank S.C and since they have less market share as compared to the industry as
whole.
Service quality is one of the critical factors that influence the competitiveness of an
organization and also key to long-term business success (Zeithaml, et al., 1996).
compete among each other; but also with non-banks and other financial institutions
snatch a high portion of market from the banking sector as they are aggressively
mobilizing deposits from the public at large. Thus, banks need to differentiate
themselves from competitors merely by providing high quality service and having
good relationship with customers than their competitors in more effective and
efficient manner. Otherwise, any bank that fails to surpass customer expectations
and meet customer satisfaction will not be able to compete with other banks.
Meanwhile, banks operating in Ethiopia are consequently put into lot of pressures
due towards increase in competition. Especially it’s challenging for the newly
opened private banks since they have the floor market share of the banking sector
3
and customers are also nearly sensitive to switched off their relationship and
customers and the key of it is to increase the service quality level. As a result, if
customers like the service quality, their satisfaction level will improve and banks
will be able to maintain stable customer base. This also leads the bank not only to
retain their customers rather to get the customer’s positive word of mouth which
customers to choose one bank over another. Many banks have realized that
customer heart.
research has not been done in this area specific to assessing the difference between
the customer’s expectation and perception level of actual performance toward the
banking services. Besides, to the best of the researcher’s knowledge, there is one
quality, Customer Satisfaction and Loyalty in Ethiopian Banking Sector taking a case
to private banks operating in Hawassa city. The study also conducted by using
4
measure of scale) thus adding to the diagnostic power of the service quality scale.
Even the developers of performance-only scale were cognizant of this fact and did
In addition, the model developed in the context of one nation may not be
cultural factors may different from region to region or from one sector to another
within the same region. And also different studies have different conclusions
regarding which dimension affect more customer satisfaction. Among these, study
conducted in Jordan by Rashid M. Alhamali, et al., (2011) said that among the
fostering satisfaction for the customers of Jordanian commercial banks. While study
conducted in India by Usha, et al., (2009) said that among the five dimensions of
service quality, nature of service transactions greatly depends on the physical layout
Therefore, the researcher forced to conduct this study in order to evaluate the
service quality dimensions and their impact on customer satisfaction in the context
of two selected Ethiopian private banks. It give special reference for the newly
opened private banks since such banks needs to measure the difference of the
5
Above all, the major aim of the study was to evaluate all indicators of Parasuraman
model of service quality dimensions in the context of customers selected from Enat
Bank S.C and Debub Global Bank S.C since they need to have better understanding of
these dimensions so that to meet customers expectation better than that of their
rivals.
Taking the previous research outcomes into consideration the following hypotheses
were developed:
personnel (Parasuraman et al., 1988). Issues related the branches such as access to
the facilities; safety and convenience are on tangible basis (Castro, 1997) as stated
Parasuraman et al., (1988) defined reliability as the ability to perform the promised
H2: There is statistically significant and positive relationship between reliability and
customer satisfaction.
employees and their ability to inspire trust and confidence. In British banks,
assurance means the polite and friendly staff, provision of financial advice, interior
6
comfort, eases of access to account information and knowledgeable and experienced
management team (Sadek et al., 2010). Here, the hypothesis is developed below:
H3: There is statistically significant and positive relationship between assurance and
customer satisfaction.
the firm provides for its customers. Jabnoun and Al-Tamimi, (2003) found that bank
H4: There is statistically significant and positive relationship between empathy and
customer satisfaction.
important and positive effect on customer satisfaction (Jun & Cai, 2001; Diaz & Ruiz,
2002; Joseph et al., 2005; Glaveli et al., 2006). Therefore, the hypothesis:
The general objective of the study is to assess the dimension of service quality and
its effect on customer satisfaction in the case of Enat Bank S.C and Debub Global
Bank S.C.
7
To assess the effect of tangibility of service offered on the satisfaction of
customers.
customers.
customers.
customers.
This study would be very much significant for the managers of the bank, for the
researcher and for those interested to do further study in the area. For the bank
managers, it is a good indicator to identify the weakness of the bank related to the
quality of service and to take corrective actions to satisfy their customers. It also
helps them to know the gap between management’s perception of service quality
and that of their customers. For the researcher, the study will help to apply the
theoretical knowledge to solve the problem in the existing world. In addition to the
above significance, the study will help for anyone who needs to undertake further
8
1.6 Scope of the Study
The scope of the study is limited to customers who have an account in main
branches of Enat Bank S.C and Debub Global bank S.C. The study examines the
banking service quality dimensions and its impact on customer satisfaction merely
The study did not take into account the potential differences in customers because
the major problem that hinders the researcher is to get demographic data of the
respondents is not easily available and rather it’s merely acquired from the
those customers not to respond the questionnaires timely by completing all the
questions raised.
This research is organized into five chapters. Chapter one contains background of
the study, statement of the problem, research questions, hypothesis of the study,
research objectives, significance of the study, scope and limitations of the study.
Chapter two deals with related literature review informing the reader of what is
already known in this area of study. Chapter three discusses the methodology
employed in the study, including, research design, sample size and sampling
technique, data source and collection method, procedure of data collection, method
of data analysis and model specification. Chapter four is about data analysis and
9
interpretation of results. Finally, chapter five contains conclusions,
10
CHAPTER TWO
2.1 INTRODUCTION
In this section the researcher first presents the definition of related terms specific to
the area of service quality dimensions and customer satisfaction and its followed by
the empirical investigation that are most relevant and specific to this area of study.
It is observed that, marketing more than any other business function, deals with
marketing is managing profitable customer relationship (Kotler et al., 2002, pp. 17).
relationship with all customers and organizations that could directly or indirectly
than the competitors. According to Kotler et al., (1956 pp. 5), marketing is the
not in the old sense of making a sale “telling and selling” but in the new sense of
customer needs; develops products that provide superior value; and prices,
distributes, and promotes them effectively later these products will sold very easily.
11
Besides, it facilitates the vision of attracting new customers by promising superior
In fact that, quality is the keyword for survival of organizations in the global
economy. However, the word quality means different things to people according to
the context. Lovelock et al., (2007, pp. 418) mentions the five perspectives on
quality.
applied to the performing and performing of visual arts. It is argued that people
learn to recognize quality only through the experience gained from repeated
exposure and managers or customers will also know quality when they see it is not
very helpful.
totally objective, it fails to account for differences in the tests, needs, and
User based definitions starts with the premise that quality lies in the eyes
of the beholder. These definitions equate quality with maximum satisfaction. This
12
The manufacturing based approach is supply based and is concerned
driven.
considering the tradeoff between perception and price, quality comes to be defined
as “affordable”.
Rashid et al., (2011) and Zeithaml et al., (1988) service quality defined as the gap
five service quality dimensions. SERVQUAL consists of two sections and a 22-item
section measuring the service quality expectation within a specific service quality of
the bank and a corresponding 22-item section measuring the perception of service
quality.
services to their internal and external customers in a manner that satisfies identified
13
and unidentified needs and ultimately result in positive word-of-mouth publicity
parties in order to achieve the objective of the relevant parties” Osuagwu (2002).
According to Davidow et al., (1989), “customer service means all features, acts and
information that augment the customer’s ability to realize the potential value of a
core product or service”. Therefore, customer service is all about the company’s
ability to deliver its service in a way that argue customer’s expectation to realize the
More than 35 years ago, Peter observed that a company's first task is to create
face a vast array of product and brand choices, prices and suppliers. The company
The answer is that customers choose the marketing offer that gives them the most
value. Customers are value maximizes, within the bounds of search costs and limited
knowledge, mobility and income. They form expectations of value and act upon
them. Then they compare the actual value they receive in consuming the product to
the value expected, and this affects their satisfaction and repurchase behaviour. We
will now examine the concepts of customer value and customer satisfaction more
carefully.
Thus, Customer Satisfaction is one of the most important outcomes in the marketing
literature. Consistent with Kazi (2011) and Oliver (1980), customer satisfaction
14
model explains that when the customers compare their perceptions of actual
satisfaction have arisen. Any discrepancies between the expectations and the
offering to date (Johnson et al., 1991). Today, companies face their toughest
competition, because they move from a product and sales philosophy to a marketing
companies and market share increase. The importance of customers has been
performance. Expectations are formed on the basis of past experiences with the
performance of the service after consuming particular service. While one should
understand the extent of customer satisfaction (i.e. how much customers are
15
from “very dissatisfied (1) to “extremely dissatisfied (5) which was used by the
quality was the basic factor that affects customer satisfaction. Therefore, high
quality was, and the higher customer satisfaction was. If customers like the service
quality, their satisfaction level will improve and banks will be able to maintain
this model is based on the premises by which customers can evaluate a firm’s
service quality through comparing their perception of its service and with their own
across a broad spectrum of service industries. There are 22 perception items and
expectation items that are reflecting the five dimensions of service quality.
also discuss that when perceived performance ratings are lower than expectations,
Parasuraman et al., (1988) says that in service and retail business, SERVQUAL is a
quality but originally it is developed from GAP model. The author also argues that
16
SERVQUAL must be reliably assessed and measured in order to improve services
between customer expectations of the service and their perceptions of the actual
satisfaction in the retail banking. Managers from various banks should continuously
measure and improve the level of customer satisfaction using the SERVQUAL model
Parasuraman et al.,(1988) consolidated the above ten dimensions into five broad
private sector banks as modern looking equipment, physical facility, employees are
personal service, staff attitude, knowledge and skills (Walker 1990). It is found that
17
service reliability is the service core to most customers and managers should use
trust and confidence; According to Sadek et al., (2010), in British banks assurance
means the polite and friendly staff, provision of financial advice, interior comfort,
customer satisfaction.
individualized attention the firm provides for its customers. Jabnoun et al., (2003)
quality.
important and positive effect on customer satisfaction (Jun & Cai, 2001; Diaz & Ruiz,
According to Mohammad et al., (2011), the five dimensions of service quality have
18
finding reinforces the need for banks managers to place an emphasis on the five
but the two most prominent scales forming the genesis for service quality
Despite the criticism, SERVQUAL has been widely used in various contexts
throughout other studies. The SERVQUAL instrument has been widely used because
et al., 1988). In addition, the SERVQUAL model has been the major generic model
used to measure and manage service quality across different service settings and
practitioners.
structure to embody not only the discordance between perceived service and
desired service, but also the discrepancy between perceived service and adequate
service.
While, the role of expectations and its inclusion in the SERVQUAL measuring
instrument is a cause and major concern for SERVPERF model. However, the
19
by the perception-only scores (i.e. SERVPERF measure of scale) thus adding to the
diagnostic power of the service quality scale. Even the developers of performance-
only scale were cognizant of this fact and did not suggest that it is unnecessary to
These authors state that when somebody is called to evaluate the perception, she or
he in their own mind has already considered the personal past expectation of the
service, thus the evaluation of the perception already contains the expectation.
However, asking and knowing the customer’s expectation is the key to a successful
customer service as the idea is useful to create, deliver and communicate superior
value. In fact the service offer should answer to the needs and demands of
customers. Understanding customers are necessary not only because of their effect
organization.
Along the lines, banks are greatly dependent upon their customers. If they do not try
without customers banks would not exist and their purpose is to fulfill the needs of
the customers. Since, the customer makes it possible to achieve their business aims.
character of the client’s expectations and by the greater effort required by the
respondents to complete two questionnaires, one prior using the services (i.e.
20
respond their genuine feedback merely about the actual service offered by the
banks. The SERVPERF scale is found to be superior and more effective in dropping
items. But in terms of diagnostic ability, the SERVQUAL scale that emerges as a clear
quality short falls for managers of banks so that to identify weaknesses and conduct
the correct measure that boosts service quality improvement. Especially in the event
of time and resource constraints, the SERVQUAL scale is able to direct managerial
attention to service areas which are critically deficient from the customer’s
In conclusion, no doubt the SERVQUAL scale entails greater data collection work
which may result in customers losing their motivation to answer correctly (Shadin,
2006). But it can be eased out by employing direct rather than computed
extreme freedom and more time whereby the report their perception and
Yet many companies are struggling to improve service, wasting money on ill-
21
not backed up with action. There are ten guidelines to help managers chart a
I. Listening to Customers.
service comes from continuous learning about the expectations and perceptions of
from the perspective of those who have experienced it. Noncustomer research
reveals how competitors perform on service and provides a basis for comparison.
Important expectations for the service that competitors full-fill better offer an
agenda for action. Companies need to install an on-going service research process
that provides timely, relevant trend data that managers become accustomed to
system, not just do a study. Conducting a service quality study is analogous to taking
a snapshot. Deeper insight and a sense for the pattern of change come from a
continuing series of snapshots taken from many angles (Berry et al., 1994).
II. Reliability
Reliability is the ability of the company to perform the promised service dependably
and accurately without errors (Schroeder, 2007). Also Reliability is the core of
quality service. Little else matters to customers when a service is unreliable. When a
firm makes frequent mistakes in delivery, when it doesn't keep its promises,
22
and accurately. Friendliness from the staff and sincere apologies do not compensate
for unreliable service. Although most customers appreciate an apology, the apology
does not erase the memory of that service. If a pattern of service failure develops,
customers conclude the firm cannot be counted on, friendly and apologetic or not
delivery should at least be above their acceptable services. Basic services are the
Reliably delivering the basic service customers expect depends in part on how well
various elements function together in a service system. These elements include the
people who perform the specific services in the service chain, the equipment that
supports these performances, and the physical environment in which the services
are performed. Design flaws in any part of a service system can reduce quality. It is
tempting to blame poor quality on the people delivering service but frequently the
Service mapping is one way to improve service system design. A service map is a
23
In effect, the service map depicts the chronology and pattern of performances that
V. Recovery
profitability is dramatic (Bamford et al., 2005). Service recovery involves the actions
perhaps even more critical moment of truth, in which the company can not only
satisfy and retain its customers, but it can even delight them with its effort. In this
sense service recovery involves a wider set of activities than mere complaint
handling (Holloway et. al., 2009). In such cases, the consumer may be unable or
unwilling to complain, the service personnel may acknowledge the failure before
believe complaining will do much good. Companies can overcome some of this
24
A. Encourage customers to complain and make it easy for them to do so.
common customer perception that companies don't really care when things go
Comment cards available in the service facility and toll-free telephone numbers are
examples of reactive systems. These approaches are useful but they preclude
customers unwilling to take the first step. Thus, proactive strategies, in which the
Companies often take too long to respond to unhappy customers, and then respond
opportunity for dialogue with the customer-an opportunity to listen, ask questions,
Service employees need specific training on how to deal with angry customers and
how to help customers solve service problems. In some cases, they need access to
information systems that will tell them more about the customer, the situation
25
VI. Surprising Customers.
Tangibles during the service delivery process; hence, these are process dimensions
are supposed to be reliable; they are supposed to provide the service they promise
surprise, and the best opportunity for surprising customers is when service
Customers expect service companies to treat them fairly and become resentful and
mistrustful when they perceive otherwise. Fairness underlies all the customers'
(Empathy).
26
Fairness is not a separate dimension of service but, rather, touches the very essence
sensitivity to fairness issues. Because services are performances rather than objects,
Customers cannot try on services for fit and feel; there are no tires to kick such as in
experience it. Thus, they must trust a service company to deliver on its promises
customers to serve, like on a full airline flight or in a busy bank office, can be
mentally and physically exhausting. Control over the service is often dispersed
employees to be so stressed by the service role that they become less caring, less
work tends to develop capabilities for delivering a high level of service quality
(Ueno, 2008) Co-workers who support each other and achieve together can be an
and fun.
27
IX. Employees Research
for three reasons. First, employees are themselves customers of internal service, and
thus are the only people who can assess internal service quality. Because internal
service quality affects external service quality, measuring internal service quality is
essential.
Second, employees can offer insight into conditions that reduce service quality in
the organization. Employees experience the company's service delivery system day
after day. They see more than customers see and they see it from a different angle.
Employee research helps reveal why service problems occur, and what companies
more intensive exposure to the service delivery system, they often see the system
(1994). According to the authors, Servant leaders serve the servers, inspiring and
people to achieve, viewing their own role as setting a direction and a standard of
excellence, and giving people the tools and freedom to perform their task.
the level of service quality. Nevertheless, empowerment of front-line staff has both
28
positive and negative outcomes (Ueno, 2008). But still it is possible to achieve a high
The ten guidelines discussed above are not mutually exclusive and that they must be
In fact that, the model developed in the context of one nation may not be
cultural factors may different from region to region or from one sector to another
within the same region. This section briefly shows some of the research
This empirical section briefly stated some of the research findings in the following
Jordan by Rashid et al., (2011) said that among the various dimensions of service
high quality services, and improve service quality effectively is critical for customer
satisfaction. While study conducted in India by Usha et. al., (2009) said that among
the five dimensions of service quality, nature of service transactions greatly depends
29
and distraction, lack of privacy, poorly arranged work spaces, discomfort in
temperature, lighting and ventilation. These tangible cues impact on how customers
view a service firm. Customers in banks prefer those services which have
queues.
bank customers in Egypt and the differences in relative importance they attach to
the various quality dimensions using the SERVQUAL model. SERVQUAL appears to
diagnostic role to play in assessing and monitoring service quality in banks. The
the effect of the dimension of Tangibility does not have any significant impact on
reliability area this result showed consistency with Parasuraman et al., (1985, 1988)
30
2.6 The Conceptual Frame Work of the study
conceptual frame work to find out the statistically significant and positive
variable is service quality i.e. the five dimensions (tangibility, assurance, empathy,
satisfaction.
Responsiveness Reliability
Customer
Assurance Service Quality Satisfaction:
dimensions:
Dependent
Independent Variable
Empathy
Variables
Tangibility
31
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction
This section of the study presents the methodology that the researcher used to
select sample, collect data and analyze the data in accordance with assessing service
quality dimensions and its effect on customer satisfaction. The researcher used the
(1988) known as SERVQUAL that have been refined to explain the effect of service
The researcher used descriptive research design which is intended to assess gap
quality. A descriptive research intends to present facts concerning the nature and
status of a situation, as it exists at the time of the study and to describe present
explanatory research design to examine the cause and effect relationships between
32
3.3 Source of Data
The type of data employed in this study was cross-sectional in the sense that
relevant data was collected from different area at one point in time.The researcher
used both primary and secondary source of data to undertake the study. The
questionnaires from the sample chosen. The secondary source of data includes;
The total population of the study holds customers of two main branches of Enat
Bank S.C and Debub Global Bank S.C. The main reason of selection of the study area
centers is that they are recently entered to the industry and they have small number
compared to the industry at whole. The sample size of banks has been determined
by using simple formula which was developed by Taro (1967) as stated on the work
33
Hence, the total sample size is 350. Since the number of people in each bank is not the
same, therefore the number of samples for each bank was calculated with the following
formula:
Table 3.1: Number of Customers and Proportion of Samples taken from each bank
each Bank
Source: Own compilation based on branch coordination office monthly report of two banks
(2013/2014)
questionnaires were merely distributed for those customers who are conveniently
The researcher used survey method (questionnaire) to gather the primary data
from the customers of the two main branches of the selected private banks which
gives special reference to newly opened banks. The questionnaire was constructed
having three major sections. The first section questions are about personal profiles
34
of the respondents. While, the second section contains the five constructs measuring
statements that are divided in to the five dimensions. Finally, the third section deals
about the 22 items that measure customer’s feeling and perception toward the
After the data collection and coding, the appropriate data analytic techniques were
included both the descriptive and inferential statistical method. Charts and tables
were used in order to describe the demographic features of the respondents and
general distribution of the data set to examine the gap enquiry of service quality
dimensions. While, inferential statistical method used to view the objective of the
study by using latest version of Statistical Package for Social Scientists (SPSS).
The study investigates the service quality dimensions and its impact on customer
satisfactions. The independent variable that service quality of the banks measured
question which describes the overall satisfaction level of the customers. The
35
a range of attitudes like very dissatisfied represented by 1, dissatisfied; 2, neutral; 3,
The researcher used multiple regression analysis (i.e. a popular and widely used
analysis that is similar to linear regression analysis except that the outcome is
α is constant term
Ɛ- error term
36
3.9 Reliability Test
reliability is the degree to which measure are free from error and therefore yield consistent
results. The reliability of a measure indicates the stability and consistency with which the
instrument measures the concept and helps to assess the “goodness” of a measure (Cavana
et al., 2001).
Cronbach’s alpha is the most widely used measurement tool with a generally agreed lower
limit of 0.7. According to Hair, et al., (2006), if α is greater than 0.7, it means that it has high
reliability and if α is smaller than 0.3, then it implies that there is low reliability. To meet
result which includes the service quality dimensions and customer satisfaction question.
As can be seen from table 3.2, all the alpha coefficients of measure of service quality
dimensions were above the required level of 0.7. Therefore, there is high degree of
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTERPRETATION
4.1 INTRODUCTION
The analysis and interpretation of this study is based on the data collected from the
customers of recently opened Ethiopian Private Banks namely Enat Bank .C and Debub
Global Bank S.C. The data was collected through survey questionnaire. The survey
questionnaires were administered with main branches of the two banks. Out of the 350
and returned. This represents a response rate of approximately 97% from the distributed
questionnaires. Hence, the data gathered were organized and analyzed in a manner that
enables to answer the basic research questions raised at the beginning of the study.
This chapter is broadly categorized in to three sections. The first section explores the
respondents’ profile. The second section deals with descriptive data analysis part which
contains the average score value of customer’s expectation and perception of banks’
services, the gap analysis and standard deviation. The third section shows statement of
intent with the inferential statistics consisting of the collinearity statistics, regression
The questionnaires were distributed with convenient sampling method to the respondents.
The demographic characteristics include: gender, age, level of education, and frequency of
using the bank’s service. This aspect of the analysis deals with the personal data which is
Men
59%
Women
The above chart gives information on the composition of the respondents in terms of sex.
The reason that the researcher included this part is for example, to make sure that
respondents are in appropriate mix in terms of gender. In addition, the responses to the
The survey showed that there were more males as compared to females. Male respondents
represented 59.5%; on the other hand 40.5% were females. However, as the chart indicates
Age Respondents
41-60 37 10.9
>60 - -
Diploma 68 19.9
Table 4.1 shows the demographic information of the respondents. Moreover, it summarizes
the respondents’ age and level of education. Information on age and level of education
might give the researcher a clue about respondents’ understanding level about the issues
raised on the survey questionnaires. Most of the respondents are in the age range of 18-40
it’s about 89% of the total sample size. When it comes to the level of education, it is clear
from the table 4.1 that above 68% of the respondents are first and second degree holders.
This indicates that most of the respondents can understand and evaluate banking service
quality dimensions.
43.4
45
40
32.3
35
30 Daily
23.5
25 Weekly
20 Monthly
15 Others
10
5 0.9
0
Daily Weekly Monthly Others
The figure 4.2 gives information concerning the frequency of customers reached to the
bank counter to get the necessary service from their respective bank; this helps the
researcher to understand the level of attachment available between the bank and the
customers because it’s helps the researcher to know how much customers made enough
and prevalent interaction with the bank’s service which later strengthen the bank service
evaluation. Finally, the banks services which can be measured by 22 statements are
consistently filled by customers who have been reached the bank counter daily and weekly
and it is more than 75% of the respondents were involved in completing the questionnaire.
The following summary of descriptive statistics of all dependent and independent variables
gives the general distribution of the data set to examine the service quality dimensions and
customer. Table 4.2 reports the Average Expectation Score, Average Perception Score,
Difference Score, standard deviation and the number of observations for Customer
satisfaction and five explanatory variables. The average score of expectation and
perception is the sum of the observations divided by the total number of observations. The
standard deviation is the squared root of the variance. Indicates how close the data is to the
According to Rashid et al., (2011) and Zeithaml et al., (1988) define service quality as the
gap between expectations and perception of service quality dimensions. The authors also
mention that SERVQUAL is an important model to identify the gaps between customer
expectations of the service and their perceptions of the actual performance of the service.
Accordingly, the researcher tried to show existing gap inquiry of customer expectation and
perception of the actual performance. It is articulated that the difference between average
expectation and perception value of respondents is clearly shows the availability of service
quality problem. Thus, respondents completed a series of scales that measure their
Customer
Satisfaction
The gap analysis is conducted based on the same procedure of a SERVQUAL instrument.
Table 4.2 shows that all the values of average expectation of each service quality
dimensions except empathy indicates that respondents are almost all agree with the
statements that measures customer’s expectation of service offered by their banks. While,
less agree on the empathy service quality dimension which shows that the respondent’s
expectation toward the caring and individualized attention is not as such affected by types
of information’s they may get from explicit and implicit service promises which leads to
form service expectation. Since, customer’s level of service expectation is much more
The difference score of all service quality dimensions are negative indicating that the banks
are fail to meet customers overall expectations of bank services. While discussing each
dimensions separately assurance has the highest gap (difference) score of -0.6805 followed
by reliability, responsiveness, tangibility and empathy. This shows that there are
information. This might be because of that these banks are late in their branch expansion
and core banking application system as compared to the banks that already settled such
technological advancement which gives their customers interior comfort and one window
services. Thus, customer’s expectation might be influenced by their past experience and
exposure with other private banks while here it’s not actually obtainable by these banks.
Reliability dimension has the second highest gap score which indicates that these banks’
and their employees are operating with more promise and less effective way to ensure
Responsiveness has the highest standard deviation score which depicts 0.73606,
One obstacle that presents difficulty in rendering regression analysis is the existence of
multi collinear; there is overlap or sharing of predictive power. This may lead to the
paradoxical effect, whereby the regression model fits the data well, but none of the
variable Gujarati (2004). This is because when the predictor variables are highly collinear
with one another, they share essentially the same information. Thus, together, they may
explain a great deal of the dependent variable, but may not individually contribute
significantly to the model. Thus, the impact of multicollinearity is to reduce any individual
explanatory variable’s predictive power by the extent to which it is associated with the
other explanatory variables. A number of different methods can be used for diagnosing
collinearity problem. The most used one is the variance inflation factor (Weisberg, 1985).
Table 4.3: Multicollinearity Statistics
Model VIF Model VIF Model VIF Model VIF Model VIF
TE1 5.132 RE5 3.680 AE10 4.859 EE14 4.696 REE19 1.570
TE2 3.105 RE6 2.923 AE11 3.953 EE15 4.215 REE20 1.868
TE3 2.563 RE7 1.913 AE12 5.218 EE16 2.874 REE21 2.060
TE4 2.339 RE8 2.357 AE13 4.936 EE17 1.663 REE22 2.609
TP1 3.748 RE9 3.803 AP10 6.599 EE18 2.233 REP19 4.576
TP2 2.412 RP5 3.244 AP11 4.435 EP14 2.535 REP20 2.692
TP3 2.676 RP6 3.326 AP12 4.634 EP15 4.133 REP21 3.252
TP4 3.236 RP7 2.109 AP13 2.617 EP16 3.760 REP22 1.060
As it can be presented in table 4.3, the explanatory variables included in the study were not
significantly suspected to multicollinearity problem because all of the VIF coefficients are
below 5. As a result, none of the predictor variables contribute uniquely and significantly to
the prediction of independent variable after the other independent variables is included.
Multiple regression analysis was employed to test the impact of service quality dimensions
relationship between a single dependent and several independent variables (Hair et al.,
1998).
R 0.740(a)
R-squared 0.800
Adjusted R Square 0.831
S. E of the Estimate 0.835
Sig. 0.0000
Source: Generated from SPSS output (2014).
From (Table 4.4), it can be observed that the coefficient of adjusted (R2) was 0.831,
representing that 83.1 percent of customer satisfaction can be predicted by the above five
because of other factors that are not included in the model. Thus, service quality
significantly influence the satisfaction of customers. The sig. (p-value) shows that all
significant at one percent significance level. The researcher found the established
Accordingly, assurance dimension of service quality is carried out superior to the other
four dimensions with a β coefficient of 0.237 and it’s a significant predictor of customer
satisfaction. The study conducted in Jordan by Rashid et al, (2011) confirmed that
assurance was especially significant in fostering satisfaction for the customers of Jordanian
commercial banks. Thus, a 1% increase in assurance of bank’s service would result a 23.7
percent increase on customer satisfaction. This result agreed with various previous
research findings like Shireen et al., (2011) and Suresh et al., (2003). They confirmed the
Reliability dimension is the second determinant variable and the second strong indicator
reported that reliability has a positive and significant effect on customer satisfaction. This
result also supported by Malik et al., (2011), found that reliability has a significant and
would result 5.3 percent rise on CS. Moreover, assurance and reliability dimensions are
need to be given much emphasis than the other dimensions. Because, customers are much
expecting on both service quality dimensions and at the same time the impact of these
The result of this study also indicates that tangibility has a positive and significant effect on
found that tangibility has a positive and significant effect on customer satisfaction. This
finding is also supported by Al-Hawary et al., (2011) reported that tangibility has a positive
responsiveness is the willingness of staff to provide responsive service with affordable and
fast delivery accuracy. Regression results also show that a 1% spending wisely to improve
line with the study conducted by Alhamadani et al., (2011) and by Al-Hawary et al., (2011)
who found that responsiveness has a positive and significant effect on customer
satisfaction. In most cases of Ethiopian banking practices it is observed that long queues
and slow process of serving customers due to network interruption and any other reason is
clearly observed. This forced customers to shift their accounts for better and fast service
Empathy also has significant and positive relationship with customer satisfaction. Jabnoun
et al., (2003) found that bank customers believed empathy as an essential factor of service
quality. Empathy is the attitude to environment in term of the customer's view. As it can be
attention that these banks provide for their customers have a return of 1.3% on customer
affecting the overall customer satisfaction but still it has a significant relationship with
dependent variable (i.e. customer satisfaction). The gap analysis part also shows that the
average customer’s expectation is exceeding the actual provision of caring and
In order to understand and determine the significant and positive relationship between
devised. The regression analysis shows sig. test of service quality dimensions along with
the degrees of freedom to check the hypothesis which was formulated by the researcher.
According to the Table 4.5, there is a significant relationship between the five dimensions
of service quality and customer satisfaction since their coefficients are significant at 1%
significant level. Furthermore, the hypotheses were devised and tested as shown below:
H1: There is statistically significant and positive relationship between Tangibility and
customer satisfaction.
Research hypothesis one predicts a statistically significant and positive relationship between
Tangibility and customer satisfaction. Similar to the hypothesis, the regression output showed
satisfaction. This would enable the researcher not to reject the hypothesis H1.
H2: There is statistically significant and positive between reliability and Customer
Satisfaction.
Research hypothesis two predicts a statistically significant and positive between reliability
and Customer Satisfaction. Similar to the hypothesis, the regression output showed positive and
significant relation between reliability and customer satisfaction. This would enable the
Customer Satisfaction.
between assurance and customer satisfaction. Similar to the hypothesis, the regression output
showed positive and is statistically significant relationship between assurance and customer
satisfaction. This shows a significant relation between assurance and customer satisfaction.
This would enable the researcher not to reject the hypothesis H3.
H4: There is statistically significant and positive relationship between empathy and
Customer Satisfaction.
empathy and customer satisfaction. Similar to the hypothesis, the regression output showed
Satisfaction. This would enable the researcher not to reject the hypothesis H4.
H5: There is statistically significant and positive relationship between Responsiveness and
Customer Satisfaction.
Research hypothesis five predicts a statistically significant and positive relationship between
responsiveness and customer satisfaction. Similar to the hypothesis, the regression output
customer satisfaction. This confirms that there is a positive and significant relation
between tangibility and customer satisfaction. This would enable the researcher not to
5.1 INTRODUCTION
The study was intended to investigate the effect of service quality dimensions on customer
satisfaction in selected private banks. Accordingly, this chapter briefly sums up the
overviews of its main outcomes, conclusion of the study and recommendations pertaining
to the identified findings. Finally, future research directions are also presented.
Based on the analysis made in previous chapter, summary of major findings is drawn
below.
As it can be observed from the gap analysis result, the perceived performance
ratings of the five service quality dimensions are lower than expectation which
declares that it is a sign of poor quality and less course of actions taken by these
This dimension also has a significant and positive relationship with customer
service dependably and accurately without errors would result 5.3 percent rise on
the level of customer satisfaction. In line with, both assurance and reliability
dimensions have the highest negative gap score which implies that banks are fail to
The result of this study also indicates that tangibility has a positive and significant
effect on customer satisfaction. A 1% development in the people who perform the
specific services in the service chain, the equipment that supports these
performances and the physical environment in which the services are performed
spending wisely to improve the willingness of staff would result to have 1.3%
The gap analysis part also shows that the average customer’s expectation is
exceeding the actual provision of caring and individualized attention given by these
banks. Since, empathy is the attitude to environment in term of the customer's view.
individualized attention that these banks provide for their customers have a return
The study aims to examine the service quality dimensions and their statistical effect on
customer satisfaction. In order to achieve the major objective of the study the researcher
used the most popular measuring instrument which is called SERVQUAL scale of
measurement.
Similar to SERVQUAL measurement application, the researcher tried to show existing gap
inquiry of customer expectation and perception of the actual performance. As a result, the
difference between average expectation and perception value of respondents are clearly
shows a negative value for all of service quality dimensions. This, implies that these banks
are fail to meet customers overall expectations of bank services. The difference amount is
Moreover, the result of the regression analysis shows that service quality dimensions are
adjusted R2 result which constructs that more than 80% change in customer satisfaction is
due to the change made by the five service quality dimensions. Beside among the five
dimensions, assurance takes the lion share in explaining customer satisfaction. Reliability is
Above all, the proposed model was adequate as the overall significance test observed at
one percent significant level. In addition, all the hypotheses were strongly supported and
the proposed framework of the present study was able to demonstrate positive and
this study provides evidence for the direct effect of service quality dimensions on customer
5.4 Recommendation
Here, the researcher forwarded the following recommendations to the management of the
banks and suggestion for other researchers. The main theme of the recommendation focus
on the proper enhancement of the five service quality dimensions. Since, customer’s actual
perception of service quality dimensions was not adjacent to the real customer’s
expectation.
It’s observed in gap analysis the customers expectation of knowledge and courtesy
of employees and their ability to convey trust and confidence is much higher than
what actually perceived. Therefore, banks should teach their employees especially
those who are working at the front office to create more friendly communication
with customers and sort deeper understanding from real needs of customers and
banks also expected in the coming few years, thus local banks especially those who
are join the industry recently need to improve their service quality by providing
more experienced employees and branch managers to serve the customer in the
It is found that service reliability is core to most customers and managers should
use every opportunity to build a do-it-right-first attitude and error free transactions.
Thus, the bank managers and top managements also should give serious attention
especially for the frequent mistakes made during service delivery. Otherwise, when
the bank doesn't keep its promises and fault free transactions customers lose
Finally, friendliness from the staff and sincere apologies do not compensate for
unreliable service.
Customers, who use a particular bank service, consider switching bank as a threat.
Customer are more educated and knowledgeable, their demand is also on an
increasing trend. In order to stay in the business, bank need to improve their
customers need.
prompt service, frontline staffs need to be continuously trained with proper skill of
In general, as customer expectations are changing over time, bank practitioners are
This study was conducted to examine the service quality dimensions and their effect on
customer satisfaction merely the case of two main branches of Enat Bank S.C and Debub
However, the present study has a number of limitations which can be overwhelmed by the
future studies. Firstly, the nature of sampling unit under study cannot be generalized to a
larger population and future researches should have to draw sample of respondents on
more number of branches for the sake of generalizing the results of the study.
Secondly, the use of single-item measurement for overall customer satisfaction level also
need to be substituted with other measurements of Walfried et al., (2000) (i.e. customer
satisfaction was measured by a nine item).Thirdly, future study should use more banks
which are more fruitful to conduct the study that creates a comprehensive picture about
Furthermore, its better if the proposed model can also be extended to other service
industries especially for the public owned institutions like telecommunication, EEC, Addis
Ababa Transport Bureau and Addis Ababa Housing development Agency so that to identify
the gap between the customer’s expectation and perception prior to the advancement of
dissatisfaction.
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APPENDIX A: RELIABILITY TEST
Reliability Statistics of
Expected Tangibility
Reliability Statistics of
Cronbach's N of Items
Expected Assurance
Alpha
Cronbach's N of Items
.853 4
Alpha
.925 5
Reliability Statistics of
Expected Reliability
.885 5
Reliability Statistics of
Perceived Assurance
.922 4
APPENDIX B: Regression Output
የዴህረ ምረቃት/ክፍሌ
መጠይቅ
በቅዴሚያ ይህን መጠይቅ ሇመሙሊት ጊዜዎን ስሇሰጡን እና ፍቃዯኛ ስሇሆኑ ከሌብ ሊመሰግን እወዲሇው። ይህ መጠይቅ ኢትዮጵያ ውስጥ
በሚገኙ ሁሇት የግሌ ባንኮች የሚሰጡት የዯንበኞች አገሌግልት በዯንበኞች እርካታ ሊይ ስሇሚኖረው ተፅዕኖ የሚያተኩር ሲሆን እርስዎ
ይህን መጠይቅ በመሙሊት አስፇሊጊውን ትብብር እንዱያዯርጉሌኝ ስሌ በአክብሮት እጠይቃሇሁ። እርስዎ በዚህ ጥናት በመሳተፍ
የሚሰጡት መረጃሇ ጥናቱ እጅግ አስፇሊጊ መሆኑን ሌገሌፅልት እፇሌጋሇሁ።
እርስዎ በዚህ ጥናት በመሳተፍዎ ማንኛውም ሚስጥር ሇላሊ አካሌ ተሊሌፎ የማይሰጥና ሇጥናቱ አሊማ ብቻ እንዯሚውሌ ሊረጋግጥልት
እወዲሇው።
ከሠሊምታ ጋር።
I. የግሌመረጃ
መመሪያ፡እባክዎንከተሰጡትአማራጮችየተስማሙበትንያክብቡ።
1. ፆታሀ/ ወንዴሇ/ ሴት
2. ዕዴሜሀ/ 18-30 ሇ/ 31-40
ሐ/ 41-60 መ/ ከ60 ዓመትበሊይ
3. የትምህትዯረጃሀ/ ሁሇተኛዯረጃሇ/ ዱፕልማ
ሐ/ የመጀመሪያዴግሪመ/ ሁሇተኛዴግሪእናከዛበሊይ
ሠ/ ላሊ
4. በምንያህሌጊዜውስጥየባንኩአገሌግልትተጠቃሚኖት
ሀ/ በየቀኑሇ/ በየሳምንቱ
ሐ/ በወርአንዳመ/ ላሊ
II. ዯንበኞችእዱቀርብሊቸውየሚጠብቁትአገሌግልትመጠይቅ
2 ባንኩንፁህናማራኪሉሆንይገባሌ።
3 የባንኩሰራተኞችንፁህናማራኪሌብስሉሇብሱይገባሌ።
4 ባንኩየሚሰጣቸውንአገሌግልቶችየሚገሌፁበራርፅሁፎችበበቂሁኔታመዘጋጀትአሇበት።
5 ባንኩበሚሰጠውቀጠሮመሰረትአገሌግልቱንሉሠጥይገባሌ።
6 ባንኩዯንበኞቹሇሚያቀርቡትቅሬታተገቢውንምሊሽሉሰጥይገባሌ።
7 ባንኩሇዯንበኞቹየሚሰጠውአገሌግልትዯንበኞቹንበማያጉሊሊወይምበማያሰሇችመሌኩመሆንአሇበት።
8 ባንኩቃሌበገባውመሠረትአገሌግልትመስጠትአሇበት።
9 ባንኩከስህተትበፀዲመሌኩመረጃዎችሉያስቀምጥይገባሌ።
10 የባንኩሰራተኞችባህሪአመኔታንሉያሳዴርብኝይገባሌ።
11 ባንኩበሚሰጠውአጠቃሊይየዯንበኞችአገሌግልትየዯህንነትስሜትሉሰማኝይገባሌ።
12 የባንኩሰራተኞችዯንበኞችንየሚያገሇግለትከታሊቅአክብሮትጋርሉሆንይገባሌ።
13 የባንኩሰራተኞችየሚኖረኝንጥያቄሇመመሇስበቂእውቀትሉኖራቸውይገባሌ።
14 ባንኩሇዯንበኞችየግሌፍሊጎትትኩረትሉሠጥይገባሌ።
15 ባንኩሇዯንበኞችየግሌፍሊጎትትኩረትየሚሰጡሰራተኞችሉኖረውይገባሌ።
16 ባንኩየዯንበኞችንየግሌፍሊጎትሉረዲይገባሌ።
17 የባንኩሰራተኞችየዯንበኞችንፍሊጎትሉረደይገባሌ።
18 ባንኩሇዯንበኞችምቹየሆነየስራሠዏትሉኖረውይገባሌ።
19 የባንኩሰራተኞችየባንኩንየአገሌግልትሠዏትሉነግሩኝይገባሌ።
20 የባንኩሰራተኞችፇጣንአገሌግልትሉሰጡኝይገባሌ።
21 የባንኩሰራተኞችምንጊዜምዯንበኞችንሇማገሌገሌፍቃዯኛመሆንአሇባቸው።
22 የባንኩሰራተኞችዯንበኞችሇሚያቀርቡትጥያቄተገቢውንምሊሽሉሰጡይገባሌ።
III. ሇዯንበኞችበተግባርእየቀርብሊቸውስሊሇውአገሌግልትመጠይቅ
መመሪያ፡እባክዎንከተሰጡትአማራጮችየተስማሙበትሊይ ( ) ምሌክትያዴርጉ።የሚስማሙበትንየሚሇኩበትየሚከተለትናቸው።(5;
በጣምእስማማሇው, 4; እስማማሇው, 3; እርግጠኛአይዯሇሁም, 2; አሌስማማም 1; በጣምአሌስማማም)
ቁጥ መሇክያወች የአመሇካከትዯረጃ
ር 5 4 3 2 1
1 ባንኩዘመናዊመሳሪያዎችአለት።
2 ባንኩንፁህናማራኪነው።
3 የባንኩሰራተኞችንፁህናማራኪሌብስይሇብሳለ።
4 ባንኩየሚሰጣቸውንአገሌግልቶችየሚገሌፁበራርፅሁፎችበበቂሁኔታአለት።
5 ባንኩበሚሰጠውቀጠሮመሰረትአገሌግልቱንይሰጣሌ።
6 ባንኩዯንበኞቹሇሚያቀርቡትቅሬታተገቢውንምሊሽይሰጣሌ።
7 ባንኩሇዯንበኞቹየሚሰጠውአገሌግልትዯንበኞቹንበማያጉሊሊወይምበማያሰሇችመሌኩነው።
8 ባንኩቃሌበገባውመሠረትአገሌግልትይሰጣሌ።
9 ባንኩከስህተትበፀዲመሌኩመረጃዎችያስቀምጣሌ።
10 የባንኩሰራተኞችባህሪአመኔታንያሳዴርብኛሌ።
11 ባንኩበሚሰጠውአጠቃሊይየዯንበኞችሒሳብእንቅስቃሴየዯህንነትስሜትይሰማኛሌ።
12 የባንኩሰራተኞችዯንበኞችንየሚያገሇግለትከታሊቅአክብሮትጋርነው።
13 የባንኩሰራተኞችየሚኖረኝንጥያቄሇመመሇስበቂእውቀትአሊቸው።
14 ባንኩሇዯንበኞችየግሌፍሊጎትትኩረትይሠጣሌ።
15 ባንኩሇዯንበኞችየግሌፍሊጎትትኩረትየሚሰጡሰራተኞችአለት።
16 ባንኩየዯንበኞችንየግሌፍሊጎትይረዲሌ።
17 የባንኩሰራተኞችየዯንበኞችንፍሊጎትይረዲለ።
18 ባንኩሇዯንበኞችምቹየሆነየስራሠዓትአሇው።
19 የባንኩሰራተኞችየባንኩንየአገሌግልትሠ፬ትይገሌፃለ።
20 የባንኩሰራተኞችፇጣንአገሌግልትይሠጣለ።
21 የባንኩሰራተኞችምንጊዜምዯንበኞችንሇማገሌገሌፍቃዯኛናቸው።
22 የባንኩሰራተኞችዯንበኞችሇሚያቀርቡትጥያቄተገቢውንምሊሽይሠጣለ።
No. አጠቃሊይየእርካታዯረጃ 5 4 3 2 1
1 ባንኩበሚሰጠውአጠቃሊይየዯንበኞችአገሌግልትምንያህሌእረክተዋሌ?