ASSESSMENT OF FACTORS AFFECTING THE PROFITABILITY OF COMMERCIAL BANK OF ETHIOPIA: A CASE STUDY OF WOLKITE BRANCH

Abstract

Background: Profitability is a core indicator of the financial health and operational success of any business, including the banking sector. The Commercial Bank of Ethiopia (CBE), despite its dominance in the Ethiopian banking industry, faces various challenges at branch levels that affect its profitability. Understanding the factors influencing the profitability of individual branches, such as the Wolkite Branch, is essential for designing strategies that improve financial performance and sustain competitive advantage. Objective: This study aimed to assess the internal and external factors affecting the profitability of the Commercial Bank of Ethiopia Wolkite Branch. Specific objectives included evaluating the impact of customer satisfaction, operational efficiency, competitive pressure, and service quality on the branch’s financial outcomes. Methods: A descriptive research design was used, combining both primary and secondary data sources. Primary data were collected through structured questionnaires administered to 30activecustomers and 30 employees of the CBE Wolkite Branch. Secondary data were sourced from books, research articles, reports, and the CBE official website. Data analysis involved descriptive statistical methods, including percentages, tables, bar graphs, and pie charts to present and interpret the findings. Results: The findings indicated that internal factors such as employee professionalism, service quality, and capital utilization, alongside external factors such as market competition from private banks and customer migration, substantially affect profitability. Conclusion: Improving employee training and customer handling, modernizing banking services, enhancing competitive strategies, and promoting investment participation are crucial for enhancing the profitability of the CBE Wolkite Branch.