CONTRIBUTION OF SERVICE QUALITY ON CUSTOMER SATISFACTION
Customer satisfaction has significant importance in corporate sector because without satisfied and loyal customers, you don't have a business. The benefit of customer satisfaction cannot be ignored because satisfied customers are like free promotion. Thus it is mandatory to providing a qualified service for them to achieve the above objective. Thus; this article analyzed the contributions of service quality for customer satisfaction in selected branches of commercial bank of Ethiopian in Jimma district. For the study both primary and secondary sources of data were employed; primary data were collected from customers and customer service managers of selected branches by using questionnaire and interview. Convenience and judgmental sampling technique was used to get appropriate respondents. A total sample size of 385 customers, and 5 mangers were selected using Kothari’s sample size determination algorithm. Descriptive research design approach was applied conduct the study. The result reveals: all service quality dimensions (tangibles, responsiveness, empathy, assurance & reliability) has a positive contribution for customer satisfaction. The researcher recommended to the district that; though the mean result indicates existence of positive contributions of service quality to customer satisfaction: the value is not as such delight-full and cannot be a guaranty for customers to re-purchase. Thus; CEO need to conduct market research about problems limited them not to make customers delight-full.
Brady, M.K. and Cronin, J.J. Jr (2001), Some new thoughts on conceptualizing perceived service quality: a hierarchical approach, Journal of Marketing, Vol. 65, 34-49.
Buttle. F, (1996), SERVQUAL: review, critique, research agenda, European Journal ofMarketing, Vol. 30, 8-32.
Caruana. A, (2002), Service loyalty the effects of service quality and the mediating role of customer satisfaction, European Journal of Marketing, Vol. 36, 811-827.
COCHRAN W. (1977) Sampling Techniques. Third edition. New York: Jon Wiley & Sons, Inc.
Garbarino, E., & Johnson, M. (1999,).The different roles of satisfaction, trust and commitment in customer relationships. Journal of Marketing, 70-87.
Gilbert, G.R., &Veloutsou, C. (2007). A cross-industry comparison of customer satisfaction.Journal of Services Marketing, 298-308.
Gitomer, J. (1998). Customer satisfaction is worthless, customer loyalty is priceless: How to make customers love you, keep them coming back, and tell everyone they know. Austin, TX:Bard Press.
Gotlieb. J.B, Grewal. D, and Brown, S.W. (1994), Consumer satisfaction and perceived quality: complementary or divergent constructs? Journal of Applied Psychology, Vol. 79 No.. 875-85.
Johnson, M. D. and A. Gustafsson (2000). Improving customer satisfaction loyalty and profit: an integrated measurement and management system. San Francisco, Jossey-Bass.
Jones, M., &Suh, J. (2000). Transaction-specific satisfaction and overall satisfaction: an empirical analysis. Journal of Services Marketing, 147-169.
Julie pallant, (n.d.), spsssurvival manual, (3rd edition), mac grow hill, new York.
Kumar. S, A. Mani, B. T, Mahalingam, S., and Vanjikovan, M. (2010). Influence of Service Quality on Attitudinal Loyalty in Private Retail Banking: an empirical study. IUP Journal of Management Research, 21-38.
Lee. H, Lee.Y and Yoo, D. (2000), The determinants of perceived service quality and its relationship with satisfaction, Journal of Services Marketing, Vol. 14, 217-231.
McColl-Kennedy, J., & Schneider, U. (2000). Measuring customer satisfaction: why, what and how. Total Quality Management, 1-14.
Mohamed Hossain, Shirley Leo, “Customer Perception on Service in Middle East: The Case of Qatar”, International Journal of Islamic and Middle Eastern Finance and Management, Vol.2, 338-350.
Naylor, M. & Greco, S. (2002). Customer chemistry: How to keep the customers you want and say “good-bye” to the ones you don’t, Chicago: McGraw-Hill.
Nicholls, J.A., Gilbert, G.R., &Roslow, S. (1998). Parsimonious measurement of customer satisfaction with personal service and the service setting. Journal of ConsumerMarketing, 239-253.
Parasuraman. A, Berry, L. L., and Zeithaml, V. A. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of marketing, 41 - 49.
Parasuraman. A, Berry, L. L., and Zeithaml, V. A. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64 12.
Philip kotler,Kevin Lane Keller(2000), marketing management, (12th edition), Prentice HallPearson, Education LTD.
Philip Kotler,(2003) Management Marketing, New Jersey, United of America
Reidenbach. E. R. and G. W. McClung (1998). The wizardry of customer value: An action guide to measuring and managing loyalty. Morgantown, W. Rhumb Line Publication.
Sage, A. P., (1995), Systems engineering and systems management for reengineering. Journal of Systems Software, 3-35.
Sureshchander G.S, Rajendran. C, &Kamalanabhan, T.J. (2001). Customer perceptions of service quality: A critique to Total Quality Management, 111-125.
Walfried M. Lasser, Chris Manolis, Robert D. Winsor,(n.d.) "Service Quality Perspectives & Satisfaction in Private Banking", journal of Service marketing, Vol. 14, 147 - 153.
Zeithaml.V.A&Bitner M. J. (2000). Services Marketing (2nd Ed.), New York, McGraw-Hill. Inc.
Zeithaml. V.A, Berry, L.L. and Parasuraman. A, (1996), The behavioral consequences of service quality, Journal of Marketing, Vol. 60, 31