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Abstract
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Article Information:
Critical Factors of Customer Satisfaction in Ethiopian Service Sector
Rajasekhara Mouly Potluri and V.S. Mangnale
Corresponding Author: Rajasekhara Mouly Potluri
Submitted: 2010 November, 18
Accepted: 2010 December, 13
Published: 2011 February, 15 |
Abstract:
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The principal objective of this research is to explore Ethiopian service sector customer satisfaction
levels. This research paper reviewed the pertinent literature on services marketing as well customer
satisfaction. Then, through structured questionnaire and in-depth personal interviews with 600 Ethiopian
telecom, banking and insurance, civil aviation and tourism, and health services customers of both the sexes (300
male and 300 female) in the Addis Ababa region collected the opinions on service interaction, service delivery
process, customer complaint handling procedure, overall satisfaction levels and also customers opinion on
improvement on service providers ability in the last five years. This study used both quantitative as well
qualitative survey research designs. The study measured customer satisfaction levels with recalled service
encounters and the method of data collection was convenience type. The data collected was analyzed with the
help of Microsoft Excel software packages. Hypotheses were developed based on literature review and applied
to empirical data of Ethiopians’. The findings of the analysis showed that 36% customers of Ethiopian service
sector were dissatisfied with employees’ interaction skills. Furthermore another 47% of the customers were
also disappointed with service delivery system and 52 and 61% customers were not pleased with the service
recovery process and complaint handling procedure, respectively. And 49% of the customers expressed overall
dissatisfaction on the services provided by Ethiopian service sector. Besides 94% respondents robustly
acknowledged Ethiopian service sector is improving immensely in providing all kinds of services in the last
five years. Because of significant dissatisfaction percentage levels among customers, sector’s think tank has
the opportunity to seriously evaluate its existing activities, procedures, programs related to service interaction,
delivery and recovery process, complaint handling and other areas which crafted unhappiness in the market.
Key words: Complaint handling procedure, customer satisfaction, Ethiopian service sector, service encounter, service recovery, service delivery process,
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Cite this Reference:
Rajasekhara Mouly Potluri and V.S. Mangnale, . Critical Factors of Customer Satisfaction in Ethiopian Service Sector. Asian Journal of Business Management, (1): 1-7.
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ISSN (Online): 2041-8752
ISSN (Print): 2041-8744 |
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