ASSESSING THE PRACTICE OF SERVICE QUALITY ON CUSTOMER SATISFACTION :(THE CASE STUDY OF WAGAGEN BANK WOLKITE BRANCH)

Abstract

Service quality and customer satisfaction are very important concepts that companies must understand in order to remain competitive in business and hence grow. It is very important for companies to know how to measure these constructs from the consumers’ perspective in order to better understand their needs and hence satisfy them. Service quality is considered very important because it leads to higher customer satisfaction, profitability, reduced cost, customer loyalty and retention. To this end the study aimed to assess the service quality and customer satisfaction of Wegagen bank ,a self-administered questionnaire was developed based on a SERVQUAL model that identified the influence of five dimensions (i.e. tangibility, responsibility, reliability, assurance and empathy). Since the objective of the study is to assess the quality service and customer satisfaction of Wegagen Bank wolkite branch , to conduct the study the researcher used a descriptive type of research design which helps to describe the characteristics service quality dimensions and samples of 118 customers are selected..This study suggests that SERVQUAL is a most widely used instrument for measuring service quality; hence the management of Wegagen bank should consider this instrument as a tool to assess and help improve their service quality and customer satisfaction