The Effect of Service Quality on Customer Satisfaction in Kaffa Zone Youth and Sport Office

Abstract

The purpose of this study was to examine the effect of service quality on customer satisfaction in Kaffa Zone Youth and Sport Office. To accomplish the purpose of this study used cross-sectional research design and multi-stage sampling technique gives as from a total of 25,671 sport customers reduce to 315 respondents. Respondents were surveyed by means of the revised questionnaires from the prior studies service quality was measured by using 5 items SERVQUAL model and customers’ satisfaction measured by using 12 parameters’ of overall customers’ satisfaction (OCS). The statistical method of data analysis included descriptive and inferential statistics. The major findings obtained from this study were as follows: First, except assurance dimension, in Office were poor in four dimensions of service quality. Second, customers were dissatisfied by the various services offered by the office. Third, the five service quality dimensions such as tangibility, reliability, responsiveness, assurance, and empathy had strong relationship with customer satisfaction. Finally, the five service quality dimensions are significant predictors of customer satisfaction in Kaffa Zone Youth and Sport Office. Therefore, the researcher recommended that the management, internal stakeholders (customer) as well as external stakeholders (employers - the labor market) of Kaffa Zone Youth and Sport Office should direct its attention and effort towards improving four service quality dimensions such as tangibility, reliability, responsiveness, and empathy on which this study found poor service quality and contributing for customer dissatisfaction.