Department of Management

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Author: search.filters.author.LI ZHIYUANSubject: search.filters.subject.customer satisfaction

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    THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION; A CASE STUDY OF SELECTTED WEGAGEN BANK BRANCHES IN MEKELLE CITY
    (Mekelle University, 2025-12) LI ZHIYUAN
    The main objective of this study to examine the effect of service quality dimensions on customer satisfaction in two selected branches of Wegagen bank in Mekelle City. This study employed a research design that combined both descriptive and explanatory approaches. The research instrument used questionnaires, which were distributed physically to customers of Adihawsi and Castle branches in Mekelle City. A total of 397 questionnaires were collected. Statistical analysis is conducted using the statistical package for the social science (SPSS). Descriptive statistics, such as frequency, mean, and standard deviation, were used to analyze the collected data. Additionally, inferential statistics were applied to examine the relationships between the variables. Pearson correlation analysis is used to examine the relationships between the service quality dimensions and customer satisfaction. Multiple regression analysis is used to identify the significant predictors of customer satisfaction among the service quality dimensions. The results indicates that the independent variables service quality dimension have significant relationship with customer satisfaction. The finding reveals that assurance and empathy have a significant impact on customer satisfaction whereas tangibility, responsiveness and reliability do not have significant relationship with customer satisfaction. The research recommend that even though The SERVQUAL dimensions a positive relationship with customer satisfaction, Wegagen bank Adihawsi and Castle branches were not fully utilized to satisfy customers effectively. Therefore Wegagen bank Adihawsi and Castle branches should pay attention to service.