The Effect Of Service Quality On Customer Satisfaction At Ethiopia Electric Utility, Limmu Genet Branch

Abstract

The issue of service quality is becoming a global concern that demands continuous reform to fit the turbulent environment and changing customer needs. Efficient and effective services quality is now a prominent agenda of most countries including Ethiopia. The demand for effective and efficient of services quality needs fundamental change involving both institutional and cultural changes. Hence, measuring the level of satisfaction provides an indication of how successful organizations are at providing services, and is taken as effective outcome measure. Thus, the main objective of this study was to assess the effect of service quality on customer satisfaction in EEU Limmu Genet Branch and to investigate the impact of service quality dimensions on customer satisfaction under the study area. A conceptual model of service quality dimensions was developed. Data were collected from 292 customers of Ethiopian Electric Utility (EEU) of Limmu Genet Branch via questionnaires that developed based on SERVQUAL model, pilot tested and distributed. Furthermore, mixed research approach and explanatory research design was employed. Stratified, purposive and simple random sampling techniques were employed to select sample respondents. The collected data was analyzed with the help of SPSS version 20. Correlation and multiple regressions were used to investigate the relationship between dependent and independent variables. The correlation results indicate that there is a positive correlation between the dimensions of service quality and customer satisfaction. The results of the regression test showed that offering quality service have positive influences on overall customer satisfaction. And also the highest correlation is between responsiveness and customer satisfaction followed by reliability. This means almost all service quality (Tangibility, Reliability, Responsiveness, Assurance, and Empathy) have a significant influence on customer satisfaction. The researcher recommended that EEU limmu Genet Branch and management bodies should work hard on all these service quality dimensions to improve its service quality and customer satisfaction of EEU under the study area