ASSESSMENT OF SERVICE QUALITY AND CUSTOMER SATISFACTION IN CBE (A CASE STUDY IN DABAT CITY CBE)

Abstract

In order to maintain a high market share and competitive advantage in the banking business, quality service and customer happiness are required. As a result, the study was carried out to evaluate and compare service quality and overall customer satisfaction in the banking business, with the Commercial Bank of Ethiopia in Dabat city as the study's focus. The study's main goal was to evaluate and compare customer expectations and perceptions of CBE, as well as overall customer satisfaction, utilizing five characteristics of service quality: tangibility, reliability, responsiveness, assurance, and empathy, as well as a five-item survey. A total of 399 bank clients were given questionnaires. The target audience was conveniently contacted by the researcher who happened to be available at the time. The primary data was gathered by a survey method with a self-administered questionnaire. Descriptive statistics, Pearson correlation, and regression were used to investigate the objectives. The reliability dimension raised the highest level of perception in CBE, with the highest gap score. Furthermore, overall satisfaction is strongly connected with all of the service quality dimensions. Furthermore, the results reveal that customers' perceptions of CBE vary significantly. Finally, CBE Bank gives higher service quality to its customers based on the average perception of SERVQUAL dimension. The SERVQUAL model appears to be appropriate for the banking industry, according to the findings. As a result, bank executives can use this tool to give better customer care.