The Impact of Service Quality on Customer Satisfaction

The main objective of this study was to assess the overall level of service quality and customer satisfaction in ethio telecom call centre and to investigate the impact of service quality dimensions on customer satisfaction. A conceptual model of service quality dimensions was developed and hypothesised. The findings of the study show that service quality of ethio telecom call centre is below average and customers are not satisfied with the service. Based on the finding all service quality dimensions have significant impact on service quality and customer satisfaction except responsiveness which has insignificant impact even though their level of impact is different. The study provides the empirical application of Parasuraman (1985) and Anton (1997) service quality model so that this study contributes ethio telecom to improve its call centre service quality which leads to customer satisfaction. The study concluded that over all service quality of call centre is not good and customers are not satisfied with the services of ethio telecom call centre.