Measurement of service quality in commer

Measurement of Service Quality In Commercial Bank of Ethiopia Research Report Presented to: Addis Ababa University School of commerce In partial fulfillment of the requirements for the MASTERS of ART Degree IN MARKETING MANAGMENT By ELIAS KASSA Advisor: Ms Namreta Verma(PHd) January 2012 Abstracts Banks are in the process of moving into a more competitive financial atmosphere, with a wide variety of financial products /services For this, no bank can offer all products and be the best/leading bank for all customers Hence, they are forced to develop a differentiated strategy in order to find a new basis for competition There are a number of ways in which distinctive positions can be developed and maintained A key way to building a strong competitive position can be achieved through emphasizing on the importance of services, particularly in maintaining service quality This success can be attributed in large measure to the superior quality of services that commercial banks have been able to provide A review of literature was conducted to find out the relationship among service quality dimension and customer satisfaction and a review confirm the same thing In this context, the main focus of this study was to assess the customer satisfaction level as related to service quality of Commercial Bank of Ethiopia This research was conducted in the Commercial Bank of Ethiopia‘s service focusing on Addis Ababa due to the research limitation which was related to its time, resources and others Thus, the questioners was developed based on based on the service quality dimension, and the SURVPERF instrument was applied to test the hypothesis A total a number of 384 questioners were distributed and data was collected from the total retrieved 267 respondents which is both from credit and deposit customers located in the credit process unit of the head office and four branches under each district, respectively From the data collected and result of the analysis, the study concluded that a borrower does give the same weight for the service quality of reliable, responsiveness, assurance and empathy service quality dimension than depositors Considering the others hypothesis test confirm that all the service quality attributes are positively correlates with customer satisfaction However, assurance shows the highest positive correlation with customer satisfaction Whereas, reliability reveals the least positive correlation with customer satisfaction Therefore, the bank should realize a competent advantage by emphasizing assurance on service quality along others dimensions Hence, the bank should handle their customer in a professional and competent manner For this, the bank is advised to give emphasis on the employees training program Lastly, several issue associated with the limitation inherent in this study, requires further research consideration by concentrate on large sample and all branches of the bank across the country ACKNOWLEDEMENTS A research report requires not only substantial commitment and personal sacrifice of the researcher In additions, its success depends on both the support and sacrifice of many others, including family, work colleagues, university personnel, friends and associates Therefore, I would like to acknowledge the following persons for their sacrifice, contribution, support, and encouragement First, thank you to my advisor Ms Namerta Vwerma (PhD) for her guidance and assistance Secondly, thank you to my friends and family for their endless patience, support and encouragement Thirdly, thanks you to Ato Mulugeta G/Medhin for assisting in drawing several articles of reference The Liberians requires a special mention Finally, the staff of CBE especially the four branches for their assistance in the distributing, and collection of the questions in completing the research survey DECLARATION To Whom It May Concern I Elias Kassa Badebo declare that this research report is the product of my work as a Master of Marketing Management student of the School of Commerce, Addis Ababa University Where other sources, both academic and non-academic have been consulted, these are acknowledged in line with the Addis Ababa University, School of commerce referencing requirements Signed: Elias Kassa Dated: Signed: Advisor: Ms Namreta Verma(PHd) Dated: Signed: Examiner: Mulugeta G/Medhin Dated: Table of Contents ABSTRACT I ACKNOWLEDGEMENTS II DECLARATION…………………………….………………………….………………… lll LIST OF ABBREVIATIONS .Vll LIST OF DEFINATIONS…………………………………………………………… … VIII CHAPTER - ORIENTATION 1.1 INTRODUCTION 1.2 Background of the Study…………………………………… ………………………….2 1.3 Statement of the Problem 1.4 Research Objectives 1.5 Scope of The study 1.6 Significance of the Study 1.7 Organization of the study 1.8 Limitations CHAPTER – Literature Review 2.1 Service and Its Nature of Business…………………………………………………….10 2.1.1 Service Definition and its Classification………………………………… …… 11 2.1.2 Service Quality………………………………………………………….…… … 15 2.1.3 Measurement and Perspective of Service Quality…………… …… ……… 20 2.1.4 SERVQUAL and its Criticism……………………………………… ……………24 2.1.5 Dimensions OF Service Quality…………………………………… …… …….29 2.1.6 Customer Satisfaction Measurement……………………………… ………… 33 2.2 Overview of Banking…………………………………………………………………… 36 2.2.1 Banking and the Nature of Service…………………………………………….…36 2.2.2 Banking in Ethiopia……………………………………………………………… 40 CHAPTER 3-RESEARCH DESIGN & METHODOLOGY 3.1Research Method…………………………………… …………………………….45 3.2 Research Design and Approach……….………………… ………………… 45 3.3 Sources of Data………………………… …………………… ………… … 46 3.4 Target Population and Sample of the study…………….….………….…….…46 3.5 Instruments…………………………………………………… ……… …… … 50 3.6 Methods of Data Analysis……………………… …………………… ….… 51 CHAPTER 4-Data analysis and interpretations 4.1 Sample Profile………………………………………………………………… ….… 53 4.2 Test of Goodness of Data……………………………….…………………………… 55 4.3 The first Hypothesis testing (H1)…………………………………………………….….64 4.4 The Second Hypothesis testing (H2-H6)…………………………………………….…67 CHAPTER - Finding, Conclusion and Recommendations 5.1 Finding………………………………………………………… …………….……… 80 5.2 Conclusion…………………………………………………………….… … …… …83 5.3 Recommendations…………………………………………………… ….………… 85 References…………………………………………………………….………….… 87 Annex………………………………………………………………….…………….……… 91 LIST OF TABLES Page Table 1: Capital and Branch Network of Banking System 43 Table 2: Deposit and Credit concentration in the banking industry 43 Table 3: Demographic data 54 Table 4: Descriptive Statistics 55 Table 5: Reliability Statistics: Tangibility service quality Dimension ……………… …58 Table 6: Item-Total Statistics: Tangibility service quality Dimension……… …59 Table 7: Reliability Statistics: Reliable service quality Dimension 59 Table 8: Item-Total Statistics: Reliable service quality Dimension 60 Table 9: Reliability Statistics: Responsiveness service quality Dimension 60 Table 10: Item-Total Statistics: Responsiveness service quality Dimension 61 Table 11: Reliability Statistics: Assurance service quality Dimension 61 Table 12: Item-Total Statistics : Assurance service quality Dimension 62 Table 13: Reliability Statistics: Empathy service quality Dimension…………………….62 Table 14:Item-Total Statistics: Empathy service quality Dimension…………….……….63 Table 15:Group Statistics : The first Hypothesis testing (H1)………………………… 64 Table 16: Independent Samples Test: The first Hypothesis testing (H1)……………….65 Table 17: Descriptive Statistics: The Second Hypothesis testing (H2-H6)……… ….67 Table 18: Correlations: The Second Hypothesis testing (H2-H6)…………………… 68 Table 19: Model Summary Table 20: ANOVAs Table 21: Coefficients Second Hypothesis testing (H2-H6………………….… 71 Second Hypothesis testing (H2-H6)………………………….… 73 Second Hypothesis testing (H2-H6)………………………… 74 Table 22: Excluded Variables Second Hypothesis testing (H2-H6)……………….… 76 Table 23: Collinearity Diagnostics Second Hypothesis testing (H2-H6)…………… 77 Table 24: Casewise Diagnostics Second Hypothesis testing (H2-H6)……………… 79 ABBREVIATIONS CBE: Commercial Bank of Ethiopia NBE: National Bank of Ethiopia MoFED: Ministry of Finance and Economic Development BPR: Business Process Reengineering ATM: Automated Teller Machine GTP: Growth and Transformation Plan Operational Definition • Service quality: Service quality is about meeting customer needs satisfactorily by matching to his expectations • Customer satisfaction: is a customer’s judgment of the consumption experience formed through some kind of psychological process that involves some form of comparison of what was expected with what was received • SERVPERF: a scale that provides a useful tool for measuring overall service quality by asking the perceptions of the consumer • Tangibles: Physical facilities, equipment and appearance of personnel • Reliability: Ability to perform the promised service dependably and accurately • Responsiveness: Willingness to help customers and provide prompt service • Assurance: Knowledge and courtesy of employees and their ability to inspire trust and confidence • Empathy: Caring and individualized attention that the firm provides to its customers 10 Overall Empathy Scores 240a 3.56 0.214 0.505 1.982 0.505 Overall Reliability Scores 247a 3.808 0.228 0.541 1.847 0.541 Overall Responsiveness Scores 330a 3.963 0.237 0.327 3.062 0.327 Overall Tangibles Scores 279a 4.588 0.272 0.601 1.665 0.601 Overall Reliability Scores 179b 2.483 0.014 0.151 0.432 2.314 0.403 Overall Responsiveness Scores 269b 3.14 0.002 0.19 0.302 3.308 0.29 Overall Tangibles Scores 242b 3.916 0.235 0.57 1.754 0.425 Overall Responsiveness Scores 233c 2.675 0.008 0.163 0.288 3.47 0.284 Overall Tangibles Scores 216c 3.387 0.001 0.205 0.532 1.88 0.399 Overall Tangibles Scores 197d 3.094 0.002 0.188 0.523 1.911 0.274 a Predictors in the Model: (Constant), Overall Assurance Scores b Predictors in the Model: (Constant), Overall Assurance Scores, Overall Empathy Scores c Predictors in the Model: (Constant), Overall Assurance Scores, Overall Empathy Scores, Overall Reliability Scores d Predictors in the Model: (Constant), Overall Assurance Scores, Overall Empathy Scores, Overall Reliability Scores, Overall Responsiveness Scores e Dependent Variable: overall i am satisfied with the service provided by the bank The SPSS provides a summary of the variables that have not yet been entered into the model In a hierarchical model, this summery has details of the variables that have been specified to be eneterd in subsequent steps, and in stepwise regression that contains summaries of the variables of the excluded variable for the first stage of the hierarchy In stepwise regression, SPSS should enter the predictor with the highest t-statistic and will continue entering predictors until there are none left with t-statistics that have significance values less than 0.05 The partial correlation also provides some indication as to what contribution (if any) an excluded predictor would make if it were entered into the model Therefore, for this data, the value of t-test shows less than 0.05 and it indicates as they should be entered in the stepwise regression Because, the table 87 shows that the contribution of these variables if they were entered into the model For instance, the excluded variable of the overall empathy contribution would be 21.4% if it would be entered in the model and the same thing for the other variable with various amount of contribution as presented in the above table Collinearity Diagnosticsa Table Twenty Three Variance Proportions Model Dimension Eigenvalue (Constant) Overall Assurance Scores 1.981 0.01 0.01 0.019 10.181 0.99 0.99 2.965 0 0.023 11.294 0.97 0.08 0.22 0.012 15.862 0.03 0.91 0.78 3.948 0 0 0.027 12.193 0.9 0.01 0.05 0.15 0.014 16.996 0.08 0.35 0.18 0.82 0.012 18.351 0.02 0.64 0.77 0.03 4.935 0 0 0.028 13.325 0.95 0.01 0.02 0.07 0.03 0.017 17.005 0.01 0.12 0.09 0.46 0.23 0.013 19.64 0.02 0.87 0.46 0.03 0.007 26.118 0.03 0.87 0.02 0.71 5.918 0 0 0 0.028 14.521 0.77 0.01 0.03 0.07 0.04 0.01 0.017 18.405 0.15 0.2 0.03 0.78 0.017 18.649 0.13 0.02 0.41 0.23 0.1 0.012 21.854 0.06 0.73 0.47 0.05 0.11 0.007 28.649 0.02 0.86 0.02 0.01 0.67 0.01 Condition Index Overall Empathy Scores Overall Reliability Scores Overall Responsivene ss Scores a Dependent Variable: overall I am satisfied with the service provided by the bank The output of the analysis provides some measure of whether there is collinaearity in the data Specifically, it provides the VIF (Variance inflation factors) and tolerance statistics (with tolerance being divided by the VIF) For this, as cited by Andy, 2010, there are few guidelines from section that can be applied: 88 Overall Tangibles Scores • • • • if the largest VIF is greater than 10 then there is cause for concern (Myers, 199; Bowerman & o'Connell,1990) if the average VIP is substantially greater than the regression may be biased (Bowerman &O'Connell,1990) Tolerance below 0.1 indicates a serious problem Tolerance below 0.2 indicates a potential problem (Menard, 199%) For the current model the VIF values are all well below 10 and the tolerance statistics all well above 0.2; therefore, we can safely conclude that there is no collinaearity within our data The average VIF for the four variables in the model one is 2.139 which is not substantially greater than and this confirm that collinaearity is not a problem for this model The output also produces a table of eigenvalues of the scaled and variance proportions In this case we are looking for large variance proportions on the same small eigenvalues Based on this, this model shows that each predictor has most of its variance loading onto a different dimension i.e Overall assurance dimension has 99% of the variance proportion 2, overall empathy dimension has 87% of the variance proportions 4, Overall reliable dimension has 82% of the variance proportions 3, overall responsiveness dimension has 71% of the variance proportions 5, and overall tangible dimension has 78% of the variance proportion 89 Casewise Diagnostics Table Twenty Four overall i am satisfied with the Case Number service provided Std Residual by the bank Predicted Value Residual 20 4.095 1.95 3.046 82 -3.531 4.63 -2.626 a Dependent Variable: overall i am satisfied with the service provided by the bank SPSS produces a summary table that examined for extreme cases SPSS output in the above table shows any cases that have a standardized residual less than -3 or greater than As per Andy (2010) in an ordinary sample we would expect 95% of cases to have standardized residuals within about ±2 We have a sample of 267, so it is reasonable to expect about 27 cases (5%) to have standardized residuals outside of these limits From this output, we can see that we have two cases (0.007%) that are outside of the limits Therefore, our sample is within 1% of what we would expect In addition, 99% of cases should lie within ±2.5 and so we would expect only 1% of cases to lie outside of these limits From the cases listed in the above table, it is clear that two cases (1%) lie outside of the limits (cases 20 and 82) Therefore, our sample appears to confirm to what we would expect for a fairly accurate model These diagnostics give us no real cause for concern except that case 20 and 82 have a standardized residual greater than 3, which are probably large enough for us to investigate these cases further But, the number of items is too small to cause for concern as to the accuracy of the model 90 Chapter Five Finding, Conclusion and Recommendations 5.1 Finding Nowadays, with the increased competition, service quality has become a popular area of academic investigation and has been recognized as a key factor in keeping competitive advantage and sustaining satisfying relationships with customers (Zeithmal et al, 2000) In the banking industry, the latter approach has been accepted as a critical tool to measure current levels of service quality (for example, see Lewis, 1991) But, the services quality lead to one direction where always there exists an important question: why should service quality be measured? Measurement allows for comparison before and after changes, for the location of quality related problems and for the establishment of clear standards for service delivery Edvardsen et al (1994) state that in their experience, the starting point in developing quality in services is analysis and measurement The applicability of SERVQUAL measure is well established in the retail banking industry Hence, SERVQUAL heightened the interest of many researchers but there are some arguments against its validity Criticisms include the use of different scores, applicability, dimensionality, lack of validity, etc Critical reviews of SERVQUAL are offered by Asubonteng el al (1996) and Buttle (1996) Expectations in measures of service quality is a position to be supported, and that SERVPERF scale provides a useful tool for measuring overall service quality Moreover, Lee et al (2000) empirically compare SERVQUAL (performance minus expectations) with performance-only model (SERVPERF) The perceived quality model postulates that an individual’s perception of the quality is only a function of its performance Considering that the 22 performance items adequately define the domain of service quality, Cronin and Taylor (1992) proposed the SERVPERF instrument, which is a more concise performance-based scale; an alternative to the SERVQUAL model 91 The current study also uses the SERVPERF instrument to measure the service quality perception of the commercial bank of Ethiopia Hence, this study uses the SERVPERF model to determine the relative importance of each of the service quality attributes which influence customer overall quality perception Hence, from the first hypothesis, we can infer that the tangible dimension of the service quality is not made equally perceived by borrowers as they are done by the depositor For this, in terms of tangible dimension of service quality, the first hypothesis is substantiated Whereas, the t value for the other four of service quality dimensions (reliable, responsiveness, assurance and empathy), the p value is greater than 0.05 and can be concluded that there is no significant difference between the mean of the two samples groups Therefore, the conclusion will be a borrower does give the same weigh for the services quality of reliable, responsiveness, assurance and empathy service quality dimensions than depositors And yet, the null hypothesis with respect to these four dimensions is not substantiated Considering the others hypotheses, test confirms that all the service quality attributes are positively correlated with customer satisfaction Assurance shows the highest positive correlation with customer satisfaction and responsiveness demonstrates the second highest positive correlation with customer satisfaction Whereas, reliability reveals the least positive correlation with customer satisfaction The details of the finding implication each perceived service quality dimensions is discussed as follows: Assurance Assurance is the degree of trust and confidence that the customer feels that the service provider is competent to supply the service Mostly, this steams from the degree of confidence that the customer has in the service provider's staff The customer will not be satisfied if he/she does not feel assured about the competence of the service provider Assurance shows a positive correlation with customer satisfaction in the current study The possible expansion of this finding is that the bank can install feelings of confidence in its customer and the banks handle their customer in a professional and competent manner The current study confirms that assurance has a large positive correlation with customer satisfaction of the bank As pointed earlier in the literature review part, kumear 92 et al (2010), and Lai (2004) also pointed out that assurance is one of the important factors for customer satisfaction Responsiveness It refers to the willingness and ability of service providers to meet and adapt to customers' needs This study shows that responsiveness and customer satisfaction is positively correlated The bank customers of the Commercial Bank of Ethiopia prefer a friendly bank, which is willing to help in their banking operation Willingness to help customers is likely to have an important and positive effect o customer satisfaction in the commercials bank of Ethiopia Mengi (2009) also found that responsiveness is positively related to customer satisfactions Tangibility The hypothesis tests of his study confirm that tangibility and customer satisfaction of the bank are positively correlated with each other The possible explanation of this finding is that the ban customers often look to any tangible indication which may be used as indicators of the service quality The customer can assess the premises of the banks; or perhaps the appearance of the bank's staff Lai (2004) also pointed out that tangibility is positively related to customer satisfaction In particular, as cited by Craig et al (1994) that the personality of the salesperson and the ensuing personal relationship make tangible for the customer the intangible benefits sought In every case, the customer buying the service is buying the seller’s time and the personal relationship is critical Therefore, the person doing the selling determines to a significant extent the amount of satisfaction a customer derives from purchasing the service Hence the importance of the customer-contact personnel Empathy Service customers often have expectation with regard to the extent to which the service providers appear to understand and be concerned about their individual needs and wants The more the service providers can see things from the customer's points of view, the better The core concept of empathy is to understand the needs of customers and provider individual attention Employee and customer interaction are reflected through the empathy dimensions Data shows that the bank customers of the 93 commercial bank of Ethiopia want a high degree of interaction with the bank staff and they also expect personalized service from the bank staff The bank customers are also looking for front line staffs that are capable of understanding their specific needs Ladhari (2009) also found that empathy is the strongest predictor of customer satisfaction Reliability Reliability is the extent to which the service is delivered to the standards expected and promised In essence, it represents the customer getting what they feel they have paid for According to this study, there is a positive relationship between reliability and customer satisfaction in the commercial bank of Ethiopia Data shows that customers are satisfied with the service provided by the bank as promised and handling (speed) of solving the problem Customers are confident that banks will fulfill the promised terms and conditions which will not go against their (customer) interests Zim et al (2010) pointed out that reliability is one of the important factors of customer’s satisfaction 5.2 Conclusion The main objectives of this study is to assess quality service dimensions that are delivered through the perspectives of customers both the creditors and depositors of the commercial bank of Ethiopia and the level of customer satisfaction Hence, the study sought to identify the most important attributes in bank setting, which may be used to review characteristics of the banks as experienced by the customers For this, the first two specific objective of the study was to evaluate the perceptions of customer toward the Service Quality in Selected branch and sections of the commercial bank of Ethiopia and, to uncover whether these relationships exhibit similar patterns between creditors customers and depositors customers The study finds that the tangible dimension of the service quality is highly perceived by borrowers than by the depositor While, the conclusion for the other four dimensions will be a borrower does give the same weigh for the services quality of reliable, responsiveness, assurance and empathy service quality dimensions than depositors 94 The other specific objectives of the study includes to determine the nature of relationships between service quality and satisfaction; and ascertain which aspects of service quality dimensions have significant impact on the customer satisfaction alongside the identification and ranking of the perceptions of customers toward the dimensions of service quality The study also finds all the service quality attributes are positively correlated with customer satisfaction Assurance shows the highest positive correlation with customer satisfaction and responsiveness demonstrates the second highest positive correlation with customer satisfaction Whereas, reliability reveals the least positive correlation with customer satisfaction This results indicates that the bank customer place more emphasis on basic aspect of service quality, such as responsiveness and assurance (that is, providing services as promised and degree of confidence) The result of positive correlation from the two service quality dimensions i.e assurance and responsiveness, implies as these two attributes increases from the bank employees', customer satisfaction also increases The same thing is true for the other three attributes with lesser degree relative to the former ones Hence, despite technological automation and banking, customers apparently continue to value personto-person contact (Craig C et al., 1994) The result agree with the finding of Mosad (1996) who finds that friendliness and helpfulness of personnel clearly emerged as the most important determinants of bank selection and perception from the point of view of its customers in relation to its competitors in that marketplace And, advising the bank manager to be reliable, reassuring and responsive Despite the changing banking environment, customer still asses bank service quality primarily in terms of the personal support they receive from employees, rather than technical innovations (Arasli et al., 2005a) 95 5.3 Recommendations This study has shown the relationship among the service quality dimensions and customer satisfaction of the commercial bank of Ethiopia Moreover, the study confirms the SRVPEF measurement is a suitable instrument for measuring the bank service quality and satisfaction of customer in the context of commercial bank of Ethiopia Hence, the bank management can use this instrument to assess the service quality of the Commercial Bank of Ethiopia Since the study confirm the five dimensions of service quality are positively correlated with the bank customer satisfaction, the bank should give strong emphasis to all the service quality dimension in maintaining and improving the service quality the bank provides However, among these service quality dimensions, assurance shows the highest positives correlation with customer satisfaction in the current study The core concept of assurance is the degree of trust and confidence that the customer feels that the service provider is competent to supply the service Mostly, this steams from the degree of confidence that the customer has in the service provider's staff The customer will not be satisfied if he/she does not feel assured about the competence of the service provider Therefore, the bank should handle their customer in a professional and competent manner For this, the commercial bank of Ethiopia should realize a competent advantage by emphasizing assurance in service delivery along other dimension since the customer expect from this bank to:  The behavior of employees of commercial bank of Ethiopia installs confidence in customer  you feel safe in your transaction with commercial bank of Ethiopia  employees of commercial bank of Ethiopia are consistence courteous with you  employee of commercial bank of Ethiopia have the knowledge to answer your questions 96 For this the bank is advised to give emphasis the employees 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definition state t he quality of something can be determined by comparing a set of inherent