ASSESMENT OF SERVICE QUALITY AND CUSTOMER SATISFACTION AT ETHIOPIAN AIRLINE ENTERPRISE THE CASE OF GAMBELLA AIRPORT

Abstract

For any kind of business organization which operates in competitive environment it is very important to pay due attention to the quality of service it provides. This study is focused on assessment of service quality and customer satisfaction at Ethiopian airline enterprise in case of Gambella airport. Therefore to achieve the objective of the study descriptive research design were used and mixed types of research approach was used. Convenience sampling and purposive sampling techniques were used in the study to take sample from the population. A questionnaire was designed based on the model in order to examine all the five dimensions of service quality. Total of 351 questionnaires was prepared that means 350 for travelers and one for mangers of the airport but out of 350 questionnaires 340 returned. Regarding to source of data, the study was used both primary and secondary data on selected sample Descriptive statistics such as frequency, mean techniques are applied to analyze background information of respondents. Respondents’ perception on service quality and satisfaction are also analyzed under descriptive statistics. Besides, Correlation analysis techniques is applied to investigate relationship between service quality dimensions and customers satisfaction and also regression analysis technique is applied to investigate the impacts of service quality dimensions on satisfaction under inferential statistics using spss 21 .The finding of the study shows that customers are highly satisfied on empathy and responsiveness and satisfied on relibitly and assurance while they are dissatisfied on tangibility. The finding on the base of correlation analysis also implies that the relationship between service quality dimensions and customer satisfaction is analyzed and the result shows service quality dimensions have positive and significant relation with customer satisfaction. The finding also confirms the service quality dimensions have an impact on customers’ satisfaction implying that the higher the quality of service, the higher is the level of customers’ satisfaction .from this finding it can be summarized that Gambella airport can improve its service by mostly focusing on tangibility of service quality dimension and mangers should improve visually attractive facilities. .