Assessment of Customer Satisfaction on Cooperative Bank of

Oromia, in Case of Torban Obo Branch

A Research Paper submitted for Partial fulfillment of the Requirements for

BA Degree in Marketing Management

Prepared By: - Wondosen Eshetu

ID No: - 03037613

Advisor: - Mr. Nigatu Banti

Submitted to Department of Marketing Management, School of Business and

Economics, Adama Science and Technology University

June, 2013

Adama,
Ethiopia
 Table of Contents
Contents Page

Acknowledgement ….........................................................................................

Abstract………………………………………………………………………..

Table of contents................................................................................................

List of table …....................................................................................................

Chapter One
1. Introduction ………………………………………………………….

1.1. Background of the Study …………………………………………..

1.2. Background of the organization.........................................................

1.3. Statement of Problem………………………………………………………

1.4. Objective of the Study……………………………………………………..

1.4.1. General Objective of the Study ………………………………..

1.4.2. Specific Objective of the Study ………………………………..

1.5. Significance of the Study……………………………………………………

1.6. Scope of the Study…………………………………………………………

1.7. Limitation of the study..................................................................................

1.8. Research methodology...................................................................................

1.8.1. Research Design………………………………………………….

1.8.2. Target Population………………………………………………..

1.8.3. Sampling Techniques…………………………………………….

1.8.4. Sample Size………………………………………………………

1.8.5 Source of Data……………………………………………………………

1.8.6. Data Gathering Tools……………………………………………………

 1.8.7. Data Analysis……………………………………………………………..

Chapter Two
2. Review of Related Literature……………………………………………………. ………..

2.1. Definition of Customer Satisfaction ………………………………………………..

2.2. Factors Affecting Customer Satisfaction…………………………………………….

2.3. Importance of Customer Satisfaction……………………………….. ………………..

2.4. Measure of Customer Satisfaction ………………………………………………..

2.5. Definition and Concept of Service ……………………………………………….

2.6. Nature and Classification of Service……………………………….. ……………….

2.7. The Eight Components of Integrated Service Management……………….

2.8. The service quality ……………………………………………………………..

2.10. Purchasing process of service……………………………………………………….

2.11 customer involvement in service encounter……………………………….....

2.12 The service marketing triangle ………………………………………………………….

2.13. Service quality dimension....................................................................................

Chapter Three
3. Data presentation, Analysis and Interpretation...............................................................

Chapter four
4.1. Summary.......................................................................................................................

4.2. Conclusion…………………………………………………………………………...

4.3. Recommendation……………………………………………………………………

Bibliography…………………………………………… …………………………….

Appendix……………………………………………………………………………..
 List of tables
Page
Table 3.1.1 Background of respondents (customer) ………………………………..

Table 3.1.2: The lengths of time as a customer of the bank ……………………….

Table 3.1.3: General Customer Attitude toward the bank……………………………

Table 31.4.: Problem in Service Delivery…………………………………………….

Table 3.1.5: Physical Facilities used by the Bank………………………………….

Table 3.1.6: Length of waiting time to get Service…………………………………
Table 3.1.7: Employees willingness and competence ……………………………..
Table 3.1.8: Customer Complaint Mechanism …………………………………….
Table 3.1.9: Responsible body in handling customer complaint………………….
Table 3.1.10: In general Satisfaction with the bank service……………………….
Table 3.2.1: Background of Respondents (employee)…………………………….
Table 3.2.2: Customer Satisfaction by Existing Service …………………………..
Table 3.2.3 ways of know customer satisfaction ………………………………….
Table 3.2.4: Degree of Service Quality in the organization……………………….

Table 3.2.5: Relations of Employee with Customers………………………………

Table 3.2.6: The customer expresses freely their complaint…………………….

 Acknowledgement
First of all I would like to express my greatest gratitude to the almighty, God who helps me in
every activity while I have been working through this research.

Secondly, I would like to thank my heartily gratitude to my advisor Mr., Nigatu Banti for his
constructive suggestion, comments and guidance in the overall works of this research paper.

Thirdly, I would like to thank my family who were always there to support me financially and
giving moral support.

Finally, I would like to thank manager, customer and employees of cooperative bank of oromoia
torban obo branch and my friends who support me during data gathering
 Abstract
This research paper was conducted on Assessment of customer satisfaction on cooperative bank
of Oromia, Torban obo branch. The major purpose of study was to assess customer satisfaction
in cooperative bank of Oromia and suggest possible solution with respect to reconsideration of
its customer satisfaction. The sampling technique that the researcher was used simple random
sampling, sample of 40 of respondents were taken from 200 customer and 10 respondents taken
from 21 employees by using simple random sampling method and the study would conduct
through descriptive research type. Because of the descriptive research is description of the state
of the nature of affairs as it exists present. Data collection method was used questionnaires and
interview for primary data and different written books and broacher was used to gather
secondary data. The major finding of this study indicates the level of satisfaction customer in
cooperative bank of oromia torban obo branch is high.
 Chapter one

1. Introduction

1.1. Background of the Study

Now a day, the customer satisfaction is the major factor that determines the success of business
organization. Company understand the determinants of customer value and satisfaction, it is the
main duty to making customer happy by satisfying their need and wants.

Customer satisfaction is the outcome felt by buyer who have experienced company performance
that has fulfilled expectation in meet and delighted when their experienced accompany
performance that has fulfilled expectation (Kotler, 1997, p, 61)

Customer satisfied when their expectation is met a delighted when their expectation is accepted.
Satisfaction is a person feeling of pleasure or disappointment result from comparing service
perceived performance in relation to his/her expectation if the performance tells short of
expectation the customer is dissatisfaction (Kottler . 2006, P,144).

The banking industry like many other financial service industries is facing a rapidly changing
in market, new technologies uncertainties, strong competition and more demanding customers
and the changing climate present up precedence set of challenges.

In the organized segment banking system occupies an important place in nation’s economy. It
plays approval role in the economic development of the country. Banking is customer oriented
service industry, therefore the customer is the focus and customer service is the differentiating
factors.

The banking industry started in Ethiopia in 1906 February 5 when the first bank of Abyssinia
inaugurated. It was a private bank.

The national bank of Ethiopia was established in 1963 proclamation 206/1963 and began
operation in January 1964 (http://www.wikipedia.org/wiki/NationalbankofEthiopia)
Today’s in Ethiopia around 19 public and private banks found. Cooperative bank of Oromia is
one of them.

Customer satisfaction is a vital factor that determines the competitiveness of the organization in
the business environment. So to assess customer satisfaction the study would be conducted on
cooperative bank of Oromia Torban Obo branch.

1.2. Background of Organization

The establishment of cooperative bank of oromia is directly linked to cooperative movement in

oromia region, poor performance of cooperative subsector due to lack of capital initiated the idea
of formation of cooperative bank of oromia .

Cooperative bank of oromia is established to fulfill the demand and supply gap observed in the
financial market among cooperative and other operations. the bank was registered commercially
on October 29,2005 in accordance with article 304 of the commercial code of Ethiopia and
licensed by national bank of Ethiopia as per licensing and super vision of banking service
(business) proclamation number 84/1994 and if entered in to banking business operation on
march 8 ,2005. Cooperative bank of oromia currently has 61 branches in which 80% of them are
in out laying areas.

Among this out laying branches, Torban obo branch is found in Adama town. This branch is
opened as 28th branch. It was established on March 21, 2006 as one of service giving
organization .At the time of its establishment, the bank started its operation by five persons,
however currently the bank is running its activities by 21 and from this; there are 5 females and

16n males. (Source: broacher)

1.3 Statement of Problem

The major objective of any service business organization is making profit by providing, selling
and rendering service to current and potential customer. The main focus, of the banks is to satisfy
customer and get sustainable profit. Because of its nature it is difficult to manage the service
quality and control that factor affect it. Also it is difficult to define customer satisfaction it’s
varying from customer to customer. The quality service is a major deriving force for success and
it is the prime concern of every service organization.

The intention of the researcher is to investigate customer satisfaction in the organization and this
study also attempted to examine the major factor that affecting customer satisfaction in the
cooperative bank Oromia Torban Obo branch.

Basic Research Questions

.This study tried to answer the following question

1. What does the level of customer satisfaction looks like in the bank?

2. What factor does affect customer satisfaction?

3. What action is taken by organization to handle customer?

1.4. Objective of the Study

1.4.1. General Objective of the Study

The general objective of the study is to assess customer satisfaction on cooperative bank of
Oromia the case of Torban Obo branch.

1.4.2. Specific Objective of the Study

 To examine level of customer satisfaction

 To identify factors affecting customer satisfaction

 To know the action that taken by organization to handle customer.

1.5. Significance of the Study

The outcome of this study helps to good customer handling in relation to pacifically selected
bank.

Cooperative bank of Oromia it up on management decision as the bank have good customer
handling based on the research recommendation and finding.

Generally the research study is believed to have the following importance.

 It helps the management of the organization to identify problem and

consequently take remedial action for future improvement.

 It served as instrument of for further investigation for the student’s

researcher society and other researcher who wish to conduct a related
research.

 It helps the researcher to identify the problem of societies and solving the
problem.

1.6. Scope of the Study

This research study, focus on service delivery measure and importance of customer
satisfaction, regarding the service offered by cooperative bank of Oromia. The study
limited cooperative bank of Oromia Torban Obo branch and time bounded for this study
is 2005 according to Ethiopian calendar (EC)

1.7. Limitation of the study

The finding of this study not work in some aspect for other organization, because of the data that
collected from respondents limited to corporative bank of oromia turban obo branch in some
areas . Limitation areas are customer perception to the banks, physical facilities that support
service delivery, and customer satisfaction of the organization.
 1.8. Research Methodology

This part of the paper present the methodological considerations that would take by researcher,
research design used by the study target population, sampling technique, sampling size, source of
data, data gathering tools and data analysis.

1.8 .1 Research Design

The researchers try to assess customer satisfaction in the case of cooperative bank of Oromia
Torben Obo branch. The study would conduct through descriptive research type. Because of the
descriptive research is description of the state of the nature of affairs as it exists present.

1.8.2. Target Population

Cooperative bank of Oromia, Torban Obo branch has 7000 major customer, 21 employs and one
branch manager. The researcher used the target respondents, customer of the organization,
employee of the bank and manger of the organization.

1.8.3. Sampling Technique

The sampling technique that the researcher user is simple random sampling, because this method
is based on the concept of random selection all members as population have equal chance as
being includes in the sample and it is un biased information from the respondents.

1.8.4. Sample Size

The respondents that used are customer, employee and manager of cooperative bank of oromia
torban obo branch. To make data collection simple the researcher taken 20% of customer
20%(40) and take 48% of total employee of cooperative bank of Oromia Torban Obo branch the
total employee is 21 from this (10) employees taken by the researcher in order to obtain primary
data and information.
1.8.5. Source of Data

For the achieving the purpose of this study the relevant data were obtained from primary and
secondary source of data.

It is clear that data obtained from primary source very important for the reliability of research
output. Because it help a researcher to generate a clear and more detailed understanding of
problem at hand. The primary data collected from the customer, employee, and manager of
cooperative bank of Oromia Torban Obo branch.

It is suggested that most business research should be started by using secondary source of data.
Because of it provide good background information about the issues that related business
activities. But for more reliability of secondary data must be combined with primary data. The
secondary data obtained from documents of the company and other reference material and books.

1.8.6. Data Gathering Tools

The major tools used for data collection were, structured interview for the manager and
questioners for employees and customer, in order to obtain the required information from
primary source while secondary data obtained by referring internal documents reference books.

1.8.7. Data Analysis

The collected data were carefully editing, tabulated, and organized based on the types of basic
questions and nature of data analysis. The researcher was use table and percentage to make
appropriate interpretation and analysis of dat

1.9. Organization of the study

this study paper organized in to four chapters, the first, chapter include background of the study,
background of the organization, statement of problem, objective of the study, significance of the
study, scope, of the study ,limitation of the study ,research design and methodology and
organization of the study. Chapter two addresses the review of the related literature to patient to
the issue under investigation. The third chapter is concerned about data analysis and interaction.
Finally chapter four presents summary of major finding conclusion and re commendation
 Chapter two

2. Review of Related Literature

2.1. Definition of Customer Satisfaction

Customer satisfaction is the outcome felt by buyer who have experienced company performance
that has fulfilled expectation in met and delighted when there experienced a company
performance that has fulfilled expectation (Kottler, 1997, p ;61)

Customer satisfaction is defined as an "evaluation of the perceived discrepancy between prior

expectations and the actual performance of the product. Customer satisfaction is customer's
reaction to the state of satisfaction and customer's judgment of satisfaction level. Customer
satisfaction is individual's perceptions of the product or the service in relation to his or her
expectation. Satisfaction of customers with products and services of a company is considered as
most important factor leading toward competitiveness and success. Customer satisfaction is
actually how customer evaluates the ongoing performance and customer expectation implies the
extent to which the product's or service performance matches buyers’ expectation.

If the product performance falls short of expectation the buyer is dissatisfied.

If the products performance matches customer's expectation, the buyer is satisfied.

If the products performance exceeds costumers’ expectation, the buyer is delighted.

Outstanding of marketing companies go out of their way to keep their customers satisfied and
customers make repeat purchase and smart companies aim to delight customer by promising only
what they can deliver then delivering more than they promise. ( Kotler, p, 144)
2.2. Factors Affecting Customer Satisfaction

There are many factors that affect the level of satisfaction of both product and service customers
equally, and some of these factors have been discussed in detail earlier. However, there are also
some factors that affect the level of satisfaction of service customers alone, and not necessarily
customer’s a satisfaction level of people buying products. The most common factors proposed by
authors that affect the customer satisfaction levels of service customers can be summarized into
following points ( kottler 2006 p,144 )

Customer satisfaction is the overall impression of customers about the supplier and the product
and service delivered by the supplier. Some of these factors are:-

o Product quality

o Service quality

o specific product or service feature

o Attributes for service success or failure

o Perceptions of equity or failure other consumers, family members, and coworkers

o Situational factors (e.g. buying situation, surrounding situation)

.2.3 Importance of Customer Satisfaction

Satisfied customer are the force of complaint, profit and they are reason why complain that could
be it her private or public and monopolistic business firms have to thing effective means of
customer handling monopolistic has become good strategy (Kottler 2006,p,474)

2.4 Measure of Customer Satisfaction

Customer satisfaction determines a company’s success or failure, its important to know how
satisfied customers really are. Customer satisfaction is a person’s feeling or pressure or
disappointment resulting from company’s products or service performance and expectation in the
performance follows of expectation the customers dissatisfied. If the performance math the
expectations, the customer is highly satisfied or delighted (Kotter, and Keller 2006, p144).

2.5 Definition and Concept of Service

2.5.1 What is service?

A service is any activity or benefit that one party can offer to another that is essentially
intangible and does not result in ownership of anything. Service might be any activity of benefits
performed by individuals and or organization where the object of marketing is an intangible
aimed at satisfying the needs and wants of customer and individual users without any acquisition
of physical good arising from the exchange transaction (lovelock 2004, p,31)

We define service as fallows, A service is any act or performance that one party can offer to
another party that is essentially intangible and does not result in the owner ship of anything .Its
production May or may not tied to a physical product .manufactures, distributes and retailers can
provide value added service or simply excellent customer service to differentiate themselves.
The government sectors with its courts, employment services, hospitals, loan agency, military
services and fire departments, postal services, regulatory agency and schools are the service
business. The private nonprofit sectors with its museums, charities, churches, colleges,
foundation and hospitals are service business.(Philip Kottler ,2006).

The broad definition of service is one that defines service to include all economic
activities ,whose output is not physical product or constructions ,is generally consumed at the
time it produced and provides added value informs(such as convenience, museums ,timeliness,
comfort, or healthy) that are essentially intangible concern of its first purchaser. Service are
deeds, processes and performance.(Zeithmal and Bitner ,service marketing 3rd edition)
2.6. Nature and Classification of Service

Service has four distinctive characteristics that greatly affect the design of marketing program.
This includes intangibility, inseparability, and variability and perishes ability

1. INTANGABILITY:

This is the most basic and often quoted difference between goods and services like tangible
goods service cannot generally be seen ,tasted, felt, heard and smelled before being consumed
potential customer is often unable perceive the service before(and sometimes during and after)
the service delivery. For many customers of a car repair ,for example the service is totally
intangible-they frequently cannot see what is being done and many are unable to evaluate what
has been done .Rush ton and arson asked a number of service organization weather they
concisely perceived a difference between the marketing of goods and services. Several
respondents pointed to the intangibility of their products with comment such as ;we haven’t got
any thing to show customers like a can of baked beans. (kottler ,2006,p,445)

Resulting Marketing Implication

To help a customer picture a service prior to usage a service organization need to provide
something tangible .e.g. computerized presentation of hair styles.

2. Inseparability (or simultaneous production and Consumption)

There is a marked distinction between physical goods and services in terms of the sequence of
production and consumption:

Physical goods Services

Production Sold
↓ ↓

Storage Produced and

 ↓ consumed

Sold at the same time

Consumed

Whereas goods are first produced, then stored and finally sold and consumed, services are first
sold, then produced and consumed simultaneously. For The production of many services, (e.g.
Counseling, museums, hairdressing, rail travel, hotels), the customer must be physically present.
Some services may be produced and delivered in circumstances where the customer’s presence is
optional, e.g. carpet cleaning, plumbing. Other services may rely more on written
communication, e.g. distance learning course, or on technology, e.g. home banking. Whatever
the nature and extent of contact, the potential for inseparability of production and consumption
remains. ( kottler ,2006,p,446 )

Implications
The involvement of the customer in the production and delivery of the service means that the
service provider must exercise care in what is being produced and how it is produced. The latter
task will be of particular significance. How teachers, doctors, bank tellers, lawyers, car
mechanics, hairdressers conduct themselves in the presence of the customer may determine the
likelihood of repeat business. Therefore, proper selection and training of customer contact
personnel is necessary to ensure the delivery of quality

3. VARIABILITY (HETROGENITY)

An avoidable consequence of simultaneous production and consumption is variability in

performance of service .the quality of service may vary depend on who provide it ,as well as
when and how it is provided .one hotel provide fast efficient service and on other ,a short
distance service away ,delivers a slow ,in efficient service .within a particular hotel one employ
is courteous and help full while another is arrogant and obstructive .even with one employee
there can be variations in performance over the course of the day .

Implications
Reducing variability involves determining the causes. It may be due to unsuitable personality
traits in an employee which are very difficult to detect at the selection stage. There is nothing
much that can be done about this except hope that the employee decides to terminate his/her
employment! However, there may be good sound reasons for variations in performance. For
example, it could be due to poor training and supervision, lack of communication and
information, and generally a lack of regular support. Some have argued for a replacement of
labor with automation and a production line approach to service operations. This would mean a
reduction in employee discretion and an increase in standardization of procedures.

4. PERISHABILITY

Service cannot be stored for later sales or use .Hotel rooms not occupied, airline seats not
purchased and college places not filled cannot be reclaimed. As a service are performances they
cannot be stored .If demand far exceed supply ,it cannot be meet as in manufacturing ,by taking
good from ware house .Equally ,if capacity far exceed demands the revenue and value of the
service is(kottler ,2006,p,445)

Implications
Fluctuation in demand characterizes service organization and may pose problems where this
fluctuation is unpredictable

2.7 The Eight Components of Integrated Service Management

 P r o d u c t E l e m e n t s Managers must select the features of both the core product

and the bundle of supplementary service elements surrounding it, with reference to the
benefits desired by customers and h o w well competing products perform.
  Place, Cyberspace, and T i m e Delivering product elements to customers involves
decisions on both the place and time of delivery and may involve physical or electronic
distribution channels (or both), depending on the nature of the service being provided.

 Process Creating and delivering product elements to customers requires the design and
implementation of effective processes.

 Productivity and Quality These elements, often treated separately, should be seen as
two sides of the same coin. No service firm can afford to address either element in
isolation. Improved productivity is essential to keep costs under control but managers
must beware of making inappropriate cuts in service levels that are resented by customers
(and perhaps by employees, too). Service quality, as defined by customers, is essential for
product differentiation and for building customer loyalty. However, investing in quality
improvement w i t h o u t understanding the trade-off b e t w e e n incremental costs and
incremental revenues may place the profitability of the firm at risk.

 Pe op l e Many services depend on direct, personal interaction between customers and a

firm's employees (like getting a haircut or eating at a restaurant). Th e nature of these
interactions strongly influences the customer's perceptions of service quality. Customers
often judge the quality of the service they receive largely on their assessment of the
people providing the service.

 Promotion and education: all communication activities and incentives designed to build
customer preference for a specific service or service provider.

 Physical E v i d e n c e T h e appearance of buildings, landscaping, vehicles, interior

Furnishing, equipment, staff members, signs, printed materials, and other visible cues all provide
tangible evidence of a firm's service style and quality. Service firms need to manage physical
evidence carefully because it can have a profound impact on customers' impressions. In services
with few tangible elements, such as insurance, advertising is often employed to create
meaningful symbols. For instance, an umbrella may symbolize protection, and a fortress, security
 2.8 THE SERVICE QUALITY

The word quality means different things to people according to the content David Garvin
identifies five perspectives on quality.

 The transcendent approach

According to this view, quality is synonymous with innate excellence, absolute and

Universally recognizable: ‘You will know it when you see it’. It emphasizes quality as a mark of
uncompromising standards.

 The product-based approach

The emphasis here is on quality as a precise and measurable variable. Any differences

(In quality) that do occur reflect differences in the quantity of some ingredient or attribute
possessed by a product. This approach leads to a vertical or hierarchical Ordering of quality.
Products are raised according to the amount of ingredients/attributes that each possesses.
However, an unambiguous ranking is possible only if the ingredients/attributes in question are
considered preferable by all buyers. For services, on the other hand, precision and measurably
represent an ongoing challenge.

 The user-based approach

This approach starts from the premise that quality ‘lies in the eyes of the beholder’. Consumers
are said to have specific wants or needs and those products that best meet their preferences are
those that they view as having the highest quality. There are two problems with this approach.
First, with so many different preferences in the marketplace it is going to be difficult arriving at
an agreed definition of quality. Second, it tends to equate quality with satisfaction.

 The manufacturing-based approach

Whilst the user-based approach to quality is rooted in the subjectivity of consumer

Preferences, the manufacturing-based approach, as the name suggests, focuses on internal

matters. It has come to be known as conformance specifications. Products are designed and
manufactured according to predetermined specifications. For service organizations the back
office operations (the technical core) are amenable to specifications.

 Quality is value

In contrast to quality as absolute (the excellence level of thought), the value approach regards
quality as relative to price. Monroe9, a leading authority on pricing, suggests that a buyer’s
perception of value represents a mental trade-off between the quality or benefits perceived
relative to the sacrifice perceived by paying the price. Value based definition, define quality en
terms of value and pries .( Love locke,2004,p:429)

2.9. PURCHASE PROCESS OF SERVICE

When a customer’s deciding to buy a service to meet unfilled need, they go through what is often
a complex purchase process .this process has three separates stages:

1. The pre purchase stage

2. Service encounter stage

3. Post purchase stage.

1. The pre purchase stage

The decision to buy and use a service is made in the pre purchase stage .Individuals needs and
expectation are very important here because they influence what alternative customer will
consider .If the purchase is routine and relatively low risk customer may move quickly to
selecting and using specific service provider .

But when more is at stake or a service is about to be used for the first time, they may conduct an
intensive information search (contrasts how you approached the process of applying to college
versus buying a pizza or a hamburger. the next step is to identify potential supplier and then
weigh the benefit and risk of each option before making final decision.

This process also involves;

 1. Awareness of need (recognition of nee

2. Information search

- Define needs

- Explore solution

- identify alternative service supplier.

3. Evaluating alternative service supplier

-consult with others

-visits possible service supplier.

2. SERVICE ENCOUNTER STAGE

This stage involves requesting service from chosen supplier or initiate

Self-service. This stage also service delivery stage and real time at which the service delivered
to the customer.

3. THE POST PURCHASA STAGE

During the post purchase stage customers continue a process they began in the service encounter
stage-evaluating service quality and their satisfaction /dissatisfaction with the service experience.

The out came of this process will affect their future intentions, such as whether or not to remain
loyal to the provider that delivered service and we rather to pass on positive or negative word of
mouth or recommendations to family members and other associates .customer evaluate service
quality by comparing what they expected with what they perceived as they received. If their
expectation are meeting or exceeded they believe they have received high quality service. If the
prize /quality relationship is acceptable and other situational and personal factors are positive
then this customers are likely to be satisfied. As a result they are more likely to make repeat
purchases and became loyal customer. However if the service experience does not meet
customers’ expectations features.( love lock ,P 57).

2.10. CUSTOMER INVOLVEMENT IN SERVICE ENCAUNTER

A customer encounter is a period of time during which customer interact directly with a
service .In some instances the entire service experience can be reduced to a single
encounter ,involving, ordering, payment, and execution of service delivery on the spot.

Although same researchers use the term encounter simply to describe personal interactions
between customers and employees, realistically we also need to think about encounters involving
interactions between customers and self-service equipment.

A. High contact service;

Tend to be those in which customers visit the service facility in person .customer are actively
involved with the service organization and its personnel throughout service delivery (e.g. hair
dressing or medical service).All people processing services other than those delivered at home
are high contact.

B. Medium contact service

This entail less interaction with service provider’s .they involve situation in which customer visit
service providers facilities (or are visited Chanel home or third party location by the firms
employees) but either do not remain thought service delivery or else have only modest contact,
with service personnel. The purpose of this contact is limited to establishing and defining a
service need (e.g. management consulting, insurance or personal financial advising where client
make an initial visit to the firms office but then have relatively limited interactions with the
provider during service production and dropping off and picking up a physical passion that is
being serviced or trying to resolve a problem.

C. low contact services;

Involve very little if any physical contact between consumer and serviced provider instead
contact take s place at arm’s length through the medium of electronic or physical distribution
channel a fast growing trend in today’s convenience oriented society Both mental stimulus
processing [e.g. radio; television ] and information processing service [eg insurance] fall
naturally into this category .

Also included are possession service s in which the item requiring service can be shipped to the
service site or subjected to’’ remote fixes’’ delivered electronically to the customer’s premises
from a distant location [increasingly common for resolving software problem] . Finally many
high contact and medium contact service are being transformed into low contact transaction by
telephone ,or research and purchase product s though the World wide Web .Advertising for low
contact ,web based service often promote speed and convenience .[ love lock, , ,p,54)

2.11 THE SERVICE MARKETING TRIANGLE

Services marketing is about –promises made and promises kept to customer .A strategic frame
work known as service triangle .A strategic frame work known as the service triangle visually
reinforces the importance of people in the fame work. The triangle shows the three interlinked
groups that work together to develop. Promote and Deliver services. These key players are
labeled on the pointed of the triangle:

* The company or management or department

* The customers

* The employee or providers

Providers can be the firm’s employees, sub-contractors or outsourced entities who actually
delivered the company services .Between these three points on the triangle three type of
marketing must be successfully carried out for service to succeed: external marketing, interactive
marketing and internal marketing. On the right side of the triangle are the external marketing
efforts’ that the firm engages in to set up its customers’ expectations and to the customer before
service delivery can be viewed as part of this external marketing function .But external
marketing is just the beginning for service marketers. Promises made must be kept. on the
bottom of the triangle is what has been termed interactive marketing or real time marketing .Here
is where promises are kept or broken by firms employees, agents .people are critical at this
juncture. If promises are not kept, customer became dissatisfied and eventually leave .the left
side of the triangle suggests the critical role played by internal marketing. All the three side of
the triangle are essential to complete the whole and the side of the triangle should be aligned.
That is what is promised through external marketing should be the same as what is delivered: and
the enabling activities inside the organization should be aligned with what is expected of service
providers.[ Kottler,2006,12 ed ,P412].

2.12. SERVICE QUALITY DIMENSIONS.

The most extensive research into service quality is strongly user oriented. From focus group
research, Ziethmal A and Berry identified criteria consumers use in evaluating service
quality .In subsequent research they found high degree of correlation among several of these
variables ten, consolidated them in to five broad dimensions.

 TANGABILITY

This refers the appearance of physical facilities, equipment’s personnel and communication
materials.

 Reliability

This refers to the ability to perform the promised service dependably and accurately.

 Responsiveness

This refers to the willing to help customers and to provide prompt service.

 Assurance

This refers to the knowledge and courtesy of employees and their abilities to convey trust and
confidence. Skilled employees who treat customers with respect and make customers feel that
they can trust the firm exemplifiers’ assurance.

 Empathy
This represents the provision of caring individualized attention to customer.

To measure customer satisfaction with different aspect of service quality, Valiare, Zeithmal and
her college developed a survey research instrument called SERVEQUALS. This is based on the
promise that customer can evaluate firms service quality by comparing their perceptions of its
services with their own expectations. SERVEQUALS is seen as a generic measurement tool that
can be applied across broad spectrum of service industries.

Chapter Three
3. Data Presentation, Analysis and Interpretation

The chapter deals with presentation, analysis and interpretation of collected data. The techniques
that are used for data collection was questionnaires were distributed to customers, employees and
interview with manager and the researcher used simple random sampling method to gather data.

3.1. Analysis of data from customer respondents

The average total population major customer of the bank approximately 200, from this
population the sample ware 40 customer selected randomly and the researcher takes 10
employees from 21 employees. The researcher distribute 19 open and close ended questions for
customer, 21 questions for employers and 7 open ended questions rewarded for the manager at
the time of interview.

Generally researcher provided around 47 questionnaire papers for both employee and customer.
The 36(90%) of customer and 10(100%) of employee questions were returned

Table 3.1.1Background of customer used as respondent

The Table contains sex, age and occupation of the respondent customer of the cooperative bank
of oromoia torban obo branch.

Customer

No Item Response No Respondents %

1 Sex

Male 27 75

Female 9 25

Total 36 100

2 Age

18-25 years 9 8

26-35 years 11 58

36-45 years 14 28
 Above 45 years 2 6

Total 36 100

No Item Response No Respondents %

3 Occupation

Farmer 3 8

Merchant 21 58

Employee 10 28

Other 2 6

Total 36 100

As we can see from, item 1 of table 3.1.1, 27(75%) of respondent are male and the remaining
9(25%) respondent are female. The majority of cooperative bank of oromoia torban obo branch
customer are male.

Item 2 of table3.1.1, Show that from total respondents of 36 customer 14(39%) of them are
between the age class of 36-45, 11(31%) of them were under the age class of 26-35, and other
9(25%) of respondents were under the age class of 18-25 years and remaining 2(5%) of the
respondents were above 45 years. We can safely conclude the majority of respondents were
under the age class of 36-45 years.

According to item3 of table 3.1.1 21(58%)of respondents occupation were merchant,10(28%) of

respondents are employee in different organization and the remaining 2(25%) of respondents
have their own private work.

Table 3.1.2 The experience of customer within the bank

Customer
 Item Response No Respondents

Length of year

Below one year 3 8

1-2 year 10 28

2-5 year 20 56

5 and above 3 8

Total 36 100

The table 3.1.2 indicate that 20(56%) of respondents responded 2-5years, 10(28%) of
respondents responded 1-2 years, 3(8%) of respondents responded that less than 1 years and the
remaining 3(8%) of respondents responded 5 and above year. This indicates that the majority of
respondent 1-2 years of customer of the cooperative bank of Oromia Torban Obo branch.

Table 3.1.3: General Customer Attitude toward Cooperative Bank of Oromia Torban Obo
Branch

Customer

No Item Response No Respondents %

1 Customer perception toward cooperative bank of

Oromia Torban Obo branch before they become
the customer

Very good 3 8

Good 25 70

Medium 7 19

Bad 1 3

Total 36 100

2 Does Service provided by the bank is good

Yes 30 83
 No 6 17

Total 36 100

According to item 1 of table3.1.3.shows that, 25(70%) of respondents responded that their

perception toward cooperative bank of Oromia Torban Obo Branch were good, 7(19%) of
respondents responded that medium. 3(8%) of respondents responded very good and the
remaining 1(3%) of respondents replied badly. The majority of respondents have good
perception to bank before they became customer.

Item 2 of table 3.1.3, Show that 30(83%) of respondents replied that Service provided by
cooperative bank of Oromia Torban Obo branch were good, and the remaining, 6(17%) of
respondents said that the service provided by the banks not good. The majority of respondents
responded the service provided by the bank is good.

Table 31.4.: Problem in Service Delivery

Customer

Item Response No Respondents

Do you see any problem in service delivery

Yes 22 61

No 14 39

Total 36 100

The table 3.1.4 indicate that, 22(61%) of respondents said that there is a problem in cooperative
bank of Oromia Torban Obo branch and the remaining 14(39%) of respondents said “No”. those
who said yes specify the problem seen in the bank. this problems are, network or connection
problem and lock of quick response or service delay

Table 3.1.5: Physical Facilities used by the Bank

Customer
 No Item Response No Respondents %

1 The bank furnish customer with appropriate

waiting place

Yes 34 95

No 2 5

Total 36 100

2 Working equipments are highly accelerating the

service

Strongly agree 19 53

Agree 13 36

Disagree 4 11

Strongly Disagree - -

Total 36 100

As the above table 3.1.5 shows 34(95%) of respondents responded that the bank furnish
customer with appropriate place and the remaining 2(5%) of respondents responded “No”. In
general the most of respondent responded that the bank furnish with appropriate waiting place.

Item 2 of table 3.1.5, Show that, 19(53%) of respondents strongly agree that thworking
equipments are highly accelerating the service, 3(36%) of the respondents responded agree that
the working equipments are highly accelerating the service and the remaining 4(11%) of
respondents responded disagree. This indicates that the working equipments are highly
accelerating the service.

Table 3.1.6: the length of waiting time to get Service

 Customer

Item Response No Respondents

Length of waiting time to get Service

< 15 minutes 9 25

15-30 minutes 16 44

30-45 minutes 6 17

45-60 minutes 5 14

1 hour and above - -

Total 36 100

Table 3.1.6 shows that 16(44%) of respondents responded the length of waiting time to get is
service 15-30 minutes, 9(25%) of respondents responded less than 15 minutes, 6(17%) of the
respondents responded 30-45 minutes and the remaining 5(14%) of respondents responded 45-60
minutes

The majority of respondent’s responded length of waiting time to get service was between 15-30
minutes.

Table 3.1.7: Employees willingness and competence in serve customer

 Customer

No Item Response No Respondents %

1 Willingness of employee to help customer

Very high 6 17

High 13 36

Average 15 42

Low 2 5

Very low - -

Total 36 100

2 Competence of employees in providing service

Very good 4 11

Good 12 33

Average 19 53

Poor 1 3

Very poor - -

Total 36 100

According to table 3.1.7, 15(42%) of respondents responded the willingness of employees to

help customer are average 13(36%) of respondents that high 6(17%) of respondents responded
that very high and the remaining 2(5%) of respondent said that low.

Item 2 of table 3.1.7 show that, 19(53%) of respondents responded that the competence in giving
service are average, 12(33%0 of respondents said that it is good, 4(11%) of respondents said that
very good, and the remaining 1(3%) of respondents replied that poor. From above data we can to
say the competences of employees are average.

Table 3.1.8: Customer Complaint handling Mechanism in the Organization

 Customer

No Item Response No Respondents %

1 Is there any customer complain handling

mechanism in the organization

Yes 33 92

No 3 8

Total 36 100

2 How do you express your complaint

Suggestion box 30 83

Telephone 4 11

Internet - -

Other 2 6

Total 36 100

According to item 1 of table 3.1.8, 33(92%) of respondents said that there is customer compliant
handling in the organization complaint mechanism in the organization and the remaining 3(8%)
of respondents said that there is no customer handling mechanism in the organization.The
majority of respondents said that there is customer complaint handling mechanism in the
organization. .
Item 2 of t table 3.1.8 shows, that 30(83%) of respondents responded that they express their
complaint through suggestion box, 4(11%) of respondents said that through telephone and the
remaining 2(6%) of respondents responded that through other means, like direct to manger.

Table, 3.1.9: Responsible body in handling customer complaint

 Customer

No Item Response No Respondents %

1 Is there a responsible body in handling

customer complaints?

Yes 30 83

No 6 17

Total 36 100

2 Do you know who you need to contact when

you have any complaint

Yes 32 89

No 4 11

Total 36 100

According to item 1 of table 3.1.9, 30(83%) of respondents responded that there is responsible
body for customer handling in the organization and the remaining 6(17%) of respondents said
that no. the majority respondent said that yes, this indicate that there was responsible body that
handle customer complaint in the organization.

Item 2 of table 3.1.9 show that, 32(89%) of respondents responded yes and the remaining 4(11%)
of respondents said that did not know who do they contact, there based on the responses the
majority of respondents response show that customer know who they contact to their complaint.

Table 3.1.10: In general Satisfaction with the bank service

 Customer

No Item Response No Respondents %

1 In general your satisfaction with the bank

service

Very high 5 14

High 17 47

Average 13 36

Low 1 3

Very low - -

Total 36 100

According to table 3.1.10 17(47%) of respondents were highly satisfaction with the bank service
13(36%) of respondents were satisfaction is as average, 5(14%) of respondents responded very
high and the remaining 1(3%) of respondents responded low. The majority of respondents said
satisfaction with bank was high.

3.2. Analysis of data collected from employee respondents

The researcher takes 10 employees from 21 employees by using simple rand sampling. The
researcher distributed 21 open and close ended questions for employee and 10(100%) of
respondents returned all questions

. 3.2.1. Table 3.2.1: Background of Respondents (employee)

This table contains sex, age, educational level respondents and year of employees served in
cooperative bank of oromia torban obo branch

Employee

No Item Response No Respondents %

1 Sex

Male 7 70

Female 3 30

Total 10 100

2 Age

18-25 years 6 60

26-35 years 3 30

36-45 years 1 10

Total 10 100

3 Year of service

Less than 5 years 6 60

5-10 year 4 40

Above 10 years - -

Total 10 100

4 Educational level

Certificate - -

College diploma 1 10

First Degree 9 90
 And above - -

Total 10 100

According to item 1 of table 3.2.1 7(70%) of respondents were male and the remaining 3(30%)
of respondents were female. This indicates that the majority o cooperative banks of oromia
torban obo branch’s employee are male.

Item 2 of table 3.2.1 show that the order of age distribution of respondents as follows, 18-25
years, 6(60%), 26-35 3(30%) and the remaining 1(10%) of respondents between 36-45 years the
majority of respondents are found between the age class of 18-25years.

Item 3 of table 3.2.1 show that 6(60%) of respondents were less than 5 years and the remaining
4(40%) of respondents were between 5-10 years. The majority of employee, served less than 5
years.

Item 4 of table 3.2.1 show that 9(90%) of respondents responded level of education first Degree
and the remaining 1(10%) of respondents responded college diploma. The majority of employees
of the organization have first degree.

Table 3.2.2: Customer Satisfaction by Existing Service

Employee

Item Response No Respondents

Are the customers satisfied by existing service

delivery?

Yes 10 100

No - -

Total 10 100

According to table 3.2.2 shows that respons0(100%) of respondent responded that the customer
of cooperative bank of oromia turban obo branch are satisfied by existing service in the
organization. Therefore the customer service given by cooperative bank of oromia turban obo
branch satisfy customer.

Table 3.2.3 ways of know customer satisfaction and future promise to satisfy
customer

Employee

No Item Response No Respondents %

1 How do you know whether your customer are

satisfied or to

Through feed back 7 70

Through suggestion box 3 30

Through research -

Total 10 100

2 Does the bank promise customer to satisfy in

the future

Yes 9 90

No 1 10

Total 10 100

As indicated in item 1 of table 3.2.3 the majority of respondents said that they know their
customer satisfaction through feedback and it is supported by 7(70%) of respondents response
and the remaining 3(30%) of respondents said that through suggestion box. From the result it is
possible to say that bank know its customer satisfaction through feedback.

Item 2 of table 3.2.3 9(90%) of respondents said that the bank promise to satisfy the customer in
the future and the remaining 1(10%) of respondent responded that ‘No’.
Table 3.2.4: Degree of Service Quality in the organization
Employee

No Item Response No Respondents %

1 How do you rank the degree of service quality

in the organization

Excellent 1 10

Very good 9 90

Poor - -

Very poor - -

Total 10 100

2 Does the bank give individual attention to

customer

Yes 10 100

No - -

Total 10 100

3 The service facilities have good quality and

comfortable to customer

Yes 8 80

No 2 20

Total 10 100

As we can see from item 1 of table 3.2.4 9(90%) of respondents said that the service quality in
the organization is very good and the remaining 1(10%) of respondent said that excellent.

The majority of respondents responded that the service quality in the organization is very good.

Item 2 of table 3.2.4 shows that 10(100%) of employee of the bank responded that yes our
organization give individual attention to, customer. This indicate that the bank give individual
attention to its customer.
Item 3 of table 3.2.4 shows that 8(80%) of respondents responded there is the service facilities
that is good for customer and comfortable and the remaining 2(20%) of respondents said that
‘No’. the respondents said not reason out that one window service for customer and Due to
network problem the customer not served as they want this reduce the quality and comfortable.

Table 3.2.5: Relations of Employee with Customers

Employee

No Item Response No Respondents %

1 Does the bank provide training on how to

handle customers

Yes 8 80

No 2 20

Total 10 100

2 Do you have good relation with customer

Yes 10 100

No - -

Total 10 100

3 Does the bank encourage creative and

innovative employees

Yes 7 70

No 3 30

Total 10 100

As the item 1 of table 3.2.5 shows 8(80%) of respondents responded that the bank provides
training to employees on how to handle customer and the remaining of 2(20%) of respondents
said that the bank not provide training. The respondents said yes mention the type of training
like, on job training about new technology, domestic banking training and customer service
training.
According to item 2 of table 3.2.5 shows 10(100%) of respondents responded that they have
good relationship with customer.

From the above item 3 of table 3.2.5 information 7(70%) of respondents responded that the bank
encourage creative and innovative employees and the remaining 3(30%) of respondents said
‘No’. the majority of respondents said that the bank encourage customer by giving incentive, and
reward.

Table 3.2.6 The customer expresses freely their complaint

Employee

No Item Response No Respondents %

1 Does the customer express freely their

complaints

Yes 9 90

No 1 10

Total 10 100

According to table 3.2.6 9(90%) respondent were the customer freely express their complaints
while the remaining 1(10%) of respondents not freely express their complaint, the respondents
said “no” stated the reason. Because no enough means express complaint it is limited to only
feedback and suggestion box. But the majority of respondents responded that the customers
freely express their complaint.

The employee respondents evaluate their customer satisfaction as its good most of their customer
being satisfied by the banks service as a result the volume of customer increase time to time.
 Analysis of interview questions with manager
The researcher reward 7 open ended interview questions to the manager and the manager of
cooperative bank of oromia in torban obo branch answered as the following

1. How do you evaluate customer satisfaction in your organization?

The manager of the bank said that our customer are satisfied by the service cooperative
bank of oromia torban obo branch offer.
2. Is there any standard that your organization uses to measure service quality and
performance?
 According to manager of the bank said there is no standard to measure service quality and
performance, but the organization try to standardized service quality in the future by com -
puterized service delivery.
3. Do you think the service deliver by organization enough to satisfy customer?
The manager of the bank said that the service delivered by the organization satisfied cus-
tomer, but it is not enough, the dynamic nature of technological environment and service
sector it need continuous improvement.
4. What is the big factor that affects customer satisfaction in your organization?
The manager said that customer satisfaction affected by many factors these are service
quality, service failure and specific service features.
5. Does your organization provide training to your employee?
The manager of the bank said that the organization provide training for its; employee on
different issue for example on how to handle customer .on new technology usage and cus-
tomer service.
6. How you organization handle customer complain?
The manager said that our organization try to handle customer complaint as it arise.
The organization used different means of receiving customer complaint, like suggestion
box, telephone and direct to the manager of the bank.
7. Do you have any plan to improve customer service or to increase customer satisfac-
tion?
The manager said that cooperative bank of oromia in torban obo, planed to improve service
quality and customer satisfaction in the future.

Chapter Four

4. Summary, Conclusions and Recommendation

4.1. Summary

This study focus on the assessment of customer satisfaction the case of cooperative bank of
Oromia Torban Obo branch
In order to achieve this objective related literature review questionnaires were distributed to
randomly selected customer and employee of the bank. Relevant structured interview were
answered by manager of cooperative bank of Oromia Torban Obo branch. The data obtained
presented and analyzed by using table and percentage.

The main finding of the study can be summarized as follows;

 27(75%) of respondent customers are male and 14(39%) of respondents are in the age
group of 36-45 years and 21(58%) of respondent customer are merchant.

 It was found that 70% of the respondents employees male 60% of them are in the group
of (18-25) years and 90% of the respondents have first degree.

 The length of time use the service of bank were the majority 20(56%) of respondents
responded between 2-5 years

 Before customer of cooperative bank of Oromia torban Obo branch your perception
toward the bank were 25(70%) of the customer responded that it was good.

 22(61%) of respondents said, that there was problem of network and service delay in the
organization

 80% of the customer responded show that there was appropriate, customer waiting place

 44% of respondents customer responded that the length of time spent until get service 15-
30minute.

 The majority of respondents responded that the willingness and competence of

employees to help customer was average.

 92% of customer responded that there was customer handling mechanism in the
organization.

 83% of respondents said that the bank get its complaint through suggestion box.

 47% of customer said that there satisfaction of the bank service was high
  100% of bank employees responded that their customers are satisfied by the service of
cooperative bank of Oromia.

 90% of the employee respond that the organization promise to satisfy customer in the
future.

 70% of the employees said that the bank know whether its customer are satisfied or not
through customer feedback.

 100% of respondent employees responded that employees give individual attention to

customer

 90% of the employees’ respondents said that the service quality in the organization is
very good.

 80% of employee respondent said that the bank provide training on how to handle
customer, like domestic banking training and customer handling training.

 100% employees responded that have good relationship with customer.

 60% of employees respondent said that the bank encourage creative and innovative
employees.

4.2. Conclusions
The following cons conclusions were draw from the above finding

 There is problem of network and service delay in the organization

 The willingness and competence of cooperative bank of oromia torban obo branch is
average.
  The customer of cooperative bank of oromia torban obo branch satisfied by the bank
service.

 The organization promise customer to satisfied in the future

 The employees of cooperative bank of oromia torban obo branch have good relation with
customer.

 The cooperative bank of oromia torban obo branch not encourages creative and
innovative employees to some extent.

 Cooperative bank of oromia torban obo branch receive customer complaint

through .suggestion box

4.3. Recommendation
Based on the above conclusions, below are possible recommendations suggested to cooperative
bank of Oromia Torban Obo branch.

 The bank should work with Ethio-telecom to solve network problem and increase number
of worker in order to solve service delay.
 The organization should work to increases competence and willingness of employees by
giving different training, by giving incentive and education opportunities. This help the
bank to deliver accurate and consistency service to customer. This will ultimately result
in trust and confidence on part of customer.

 The cooperative bank of oromia torban obo branch should work hard to continuous
current customer satisfaction in the future. The bank to continuous current satisfaction
used core banking system and using modern technology that help service delivery.

 The organization should work hard on service quality and create means of sharing
experience with other banks or branch of the bank in order to keep its promise

 The organization should encourage creative and more productive employees. Those
employees who are performing their work efficiently and effectively in achievement of
the bank goal have to be rewarded and motivated.

 The company should use different means of getting customer complaint, like telephone
and internet in order to address all customers.

Bibliography
 Christopher H.Love Lock (2004) service marketing, 5th edition prentice hall
Englewood cliff New jersy.

 Philip Kottler andk.kevein (2006). Marketing Management 12th edition, practice,

hill New Delhi India
 Philip.Kotler, (1997), Marketing Management, Planning, Implementation, and
Control, 9th edition.

 Z.vararie.A and M.J.Bitner(2003)service marketing. Integrating, customer focus

the firm 3th edition ,Tata Mc Graw -hill ,New Delhi India

 www.nationalbankofethiopia.gov.et.net.
 Adama Science and Technology University
School of Business and Economic
Department of Marketing Management
Questionnaire for Customer
This questionnaire is prepared by graduating class student of marketing management in order to
collect data for conducting a senior essay on the title assessment of customer satisfaction case
study in cooperative bank of Oromia Torban Obo branch. The respondents are selected simply so
I would like to assure you the information you provide will be used only for academic purpose.
You are kindly request to respond sincerely to questions forwarded below.

Thank you for your cooperative in Advance!

Instruction

No need to write your name

Keep sing of “  ” in the box on choice

Write short and reliable information on the space provided.

Part One

I. Sex

Male 

Female 

II. Age

18-25years  36-45years 

26-35 years  above 45 years 

III. Occupation

Farmer  Merchant 

Employee  Others 
Part Two

1. Are you a customer of cooperative bank of Oromia Torban Obo branch?

Yes  No 

2. The lengths of time as of a customer of the bank.

Below one year  between 2-5 year 

Between 1-2 year  5 and above 

3. Before you are customer of Torban Obo branch what type of perception do you have to the
bank.

Very good  Good  Medium  Bad 

4. Do the service provided by cooperative bank of Oromia is good?

Yes  No 

5. Do you see any problem in service delivery?

Yes  No 

6.If your answer is “yes” for question two please specify?

______________________________________________________________________________
______________________________________________________________

7.Does the bank furnish customer with appropriate waiting place?

Yes  No 

8.Working equipments are highly accelerating the service.

Strongly agree  agree 

Disagree  strongly disagree 

9.Length of waiting time spent until to get service

< 15 minutes  45- 60 minutes 

15-30 minutes  1 hour and above 

30-45 minutes 

19.How do you rate employee’s willingness to help customer,

Very high High  Average 

Law  Very low 

11.How do you evaluate employees competence in providing service

Very good  Good  Average 

Poor  Very poor 

12.Is there any customer complaint handling mechanism in the organization?

Yes  No 

13.From the following list by what ways the bank get customer complaint?

Suggestion box  Internet 

Telephone  Other 

14.Is there a responsible body in handling customer complaints?

Yes  No 

15.Do you know who you need to contact when you have any complaints?

Yes  No 

16. In general your satisfaction with the banks service

Very high  High  Average 

Low  Very low 

 አዳማ ሳይንስና ቴክኖሎጂ ዩኒቨርሲቲ

የንግድ ሥራ ትምህርት ቤት

የገበያ አመራር ትምህርት ክፍል

በኦሮሚያ ህብረት ሥራ ባንክ ደንበኞች የሚሞላ መጠይቅ

ይህ መጠይቅ የተዘጋጀው በማርኬቲንግ ማነጅመንት ተመራቂ ተማሪ ሲሆን የዚህ መጠይቅ ዓላማ በአዳማ ከተማ የሚገኘው
የኦሮሚያ ህብረት ሥራ ባንክ ክፍል የሆነው የቶርበን አቦ ቅርንጫፍ የሚሰጠውን የባንክ አገልግሎትና የደንበኞች
እርካታ ምን እንደሚመስል ለማወቅ ነው:: ስለሆነም ለመጠይቁ የሚሰጡት መልስ ለጥናቱ ትልቅ አስተዋጽኦ ስላለው ትብብር
ያደርጉልኝ ዘንድ በትህትና እጠይቃለሁ::

ማሳሰቢያ መረጃው የተፈለገው ትምህርታዊ ግንዛቤን ለመፍጠር ብቻ መሆኑን አስቀድሜ እገልጻለሁ::

“ ስለ ትብብርዎ በቅድሚያ አመሰግናለሁ “

ትዕዛዝ
 ስም መጻፍ አያስፈልግም
 መልሱን የያዘው ሳጥን ውስጥ “  ” ምልክት ያኑሩ
 ማብራሪያ ለሚፈልጉ ጥያቄዎች በቂ ማብራሪያ በመስጠት ይተባበሩን
የግል መረጃ
I. ጾታ
ሴት  ወንድ 
II. ዕድሜ
ከ 18-25  ከ 26-35  ከ 36-45  ከ 46 በላይ 
III. የሥራ ሁኔታ
ግብርና  ሠራተኛ ነጋዴ
ሌላ ካለ______________

1. የኦሮሚያ ህብረት ሥራ ባንክ ደንበኛ ኖት?

አዎ  አይደለሁም 
2. ለቶርባን አቦ ቅርንጫፍ የምን ያህል ወር ወይም ዓመት ደንበኛ ኖት?
ከ 1 ዓመት በታች  ከ 2-5 ዓመት 
ከ 1-2 ዓመት  5 ዓመትና ከዚያ በላይ 
3. የኦሮሚያ ህብረት ሥራ ባንክ ቶርበን አቦ ቅርንጫፍ አገልግሎት ተጠቃሚ ሳይሆኑ በፊት ለባንኩ የነበሮዎት
አመለካከት?
በጣም ጥሩ  ጥሩ መካከለኛ  ዝቅተኛ 
4. የኦሮሚያ ህብረት ሥራ ባንክ አገልግሎት አሰጣጥ ጥሩ ነው?
አዎ  አይደለም 
5. በባንኩ አገልግሎት አሰጣጥ ችግር አለ?
አዎ  አይደለም 
 6. የተራ ቁጥር 5 ጥያቄ መልስ አዎ ከሆነ ያሉትን ችግሮች ይግለጹልን
_______________________________________________________________________
_____________________________________________________
7. በባንኩ ውስጥ ደንበኞች አገልግሎት እስኪያገኙ ምቹ ማረፊያ ቦታ አለ?
አዎ  አይደለም 
8. በባንኩ ውስጥ የሚገኙ መጠቀሚያ መሳሪያዎች የባንኩን አገልግሎት አሰጣጥ ያፋጥናሉ፡፡
በጣም እስማማለሁ  እስማማለሁ  መካከለኛ 
አልስማማም  በጣም አልስማማም 
9. በባንኩ አገልግሎት ለማግኘት ምን ያህል ጊዜ ይወስድበታል?
ከ 15-30 ደቂቃ  ከ 45-60 ደቂቃ 
ከ 30-45 ደቂቃ ከአንድ ሰዓትና ከዚያ በላይ
10. የባንኩ ሰራተኞች የደንበኞችን ፍላጎት ለማሟላት ያላቸውን ፍላጎት እንዴት ይመዝኑታል?
በጣም ከፍተኛ ከፍተኛ  መካከለኛ 
ዝቅተኛ  በጣም ዝቅተኛ 
11. የባንኩ ሰራተኞች ብቃትና ዝግጁነት በአገልግሎት አሰጣጥ ላይ ምን ይመስላል?
በጣም ጥሩ  መካከለኛ  ጥሩ ዝቅተኛ 
12. በባንኩ ውስጥ የቅሬታ መስተኛገጃ ዘዴ አለ?
አዎ  የለም 
13. ከሚከተሉት ውስጥ በየትኛው ዘዴ ነው ባንኩ ቅሬታ የሚቀበለው?
በሀሳብ መስጫ ሳጥን በኢንተርኔት 
በስልክ  ሌላ ካለ 
14. የደንበኞችን ቅሬታ ለመስማት የተቋቋመ አካል አለ?
አዎ  የለም 
15. በአገልግሎት አሰጣጥ ላይ ቅሬታ ካሎት ማንን ማናገር እንዳለቦት ያውቃሉ?
አዎ  አላውቅም 
16. በአጠቃላይ በባንኩ አገልግሎት የእርስዎ እርካታ ምን ይመስላል?
በጣም ከፍተኛ  ከፍተኛ  መካከለኛ 
ዝቅተኛ  በጣም ዝቅተኛ

Adama Science and Technology University

School of Business and Economic

Department of Marketing Management

Questionnaire for Employee
This questionnaire is prepared by graduating class student of marketing management in order to
in order to collect data for conducting a senior essay on the title “assessment of customer
satisfaction case study in cooperative bank of Oromia Torban Obo branch”. The respondents are
selected simply so I would like to assure you the information you provide will be used only for
academic purpose. You are kindly request to respond sincerely to questions forwarded below.

Thank you for your cooperative in Advance!

Instruction

No need to write your name

Keep sing of “  ” in the box on choice

Write short and reliable information on the space provided.

Part One

I. Sex

Male 

Female 

II. Age

18-25years  36-45years 

26-35 years  above 45 years 

III. Year of service

Less than 5 years 

6-10 years 

Above 10 years 

IV. Education level

Certificate  First Degree 

College diploma  and above 

Part Two

1. Are the customers satisfied by the existing service?

Yes  No 

2. If your answer for question number 1 is “No” what is the reason

______________________________________________________________________________
____________________________________________________________

3. How do you know whether customer satisfied or not?

Through Feed back  through research 

Through suggestion box 

4. Does the organization promise to satisfy the customer in the future?

Yes  No 

5. How do you rank the degree of service quality in the organization?

Excellent  very good  poor  very poor 

6. Does the organization give individual attention to customer?

Yes  No 

7. Do you think that the service facilities in the organization are of good quality and comfortable
to the customers?

Yes  No 

8. If your answer is “No” for question 3 state the reason

______________________________________________________________________________
____________________________________________________________

9. Does the bank provide training on how to handle customer?

Yes  No 

10. If your answer to question 8 is “yes” what type of training

______________________________________________________________________________
____________________________________________________________

11.Do you have good relationship with customer?

Yes  No 

12. If you say “no” reason

______________________________________________________________________________
____________________________________________________________
13. Does the bank encourage creative and innovative employers

Yes  No 

14.If your answer to question 12 is “yes” in what way?

______________________________________________________________________________
____________________________________________________________

15. Does the customer express freely their complaints?

Yes  No 

16. If your answer to question 14 is “No” why?

______________________________________________________________________________
____________________________________________________________

17 .How do you evaluate your customer satisfaction?

______________________________________________________________________________
____________________________________________________________

Interview for Manager

8. How do you evaluate customer satisfaction in your organization?
9. Is there any standard that your organization uses to measure service quality and perfor-
mance
10. Do you think the service deliver by organization enough to satisfy customer?
11. What is the big factor that affects customer satisfaction in your organization?
12. Does your organization provide training to your employee?
13. How you organization handle customer complain?
14. Do you have any plan to improve customer service or to increase customer satisfaction?