• Geleta Feseha

The main objective of this study is to analyze the impacts of service quality on customer satisfaction, in seven branches of CBE, East Arsi-Dodola Town. In order to achieve this objective, the Customer Satisfaction Measurement model was used to design and categorize standardized questionnaire under five dimensions. The sample consists of 154 respondents’ selected based on stratified random sampling procedure. The Descriptive research design was in use to describe the existing circumstances and regarding a data source, both primary and secondary data were used. With the help of SPSS version 21, the composed data was analyzed. The relationship between dependent and independent variables are examined through descriptive statistical techniques and linear regressions. There is an optimistic correlation between the dimensions of service quality and customer satisfaction. The regression results displayed that rendering quality service had positive impact on customer satisfaction. The reliability and customer satisfaction correlation is the highest positive result and followed by assurance. The discoveries of the study indicate that the CBE performance in rendering service quality is not in a situation to fulfill the expectation of the customer. From the result of this study, in order to improve the performance of the bank, the researcher forwards some recommendations to the banks management and suggestions for other researchers. The findings of the study shows that up on the multiple regression produced among the five SERQUAL dimensions tangibility and the whole dimensions have relationship with customer loyalty that p value is less than 0.05. Based on the findings of the study valid recommendations forwarded; the Bank should make conscious efforts to be reliable and especial emphasis should be on the tangibility of the Bank’s service such as uses of modern equipment’s, physical facilities and to develop service delivery time procedure manual and introduce different types of products to retain its customers satisfaction and loyalty.

Empathy, Responsiveness, Tangibility, Assurance, Reliability, Customer satisfaction.

"THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION; IN CASE OF COMMERCIAL BANK OF ETHIOPIA, THE DODOLA BRANCH.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 10, page no.332-343, October-2018, Available :http://www.jetir.org/papers/JETIR1810B02.pdf

"THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION; IN CASE OF COMMERCIAL BANK OF ETHIOPIA, THE DODOLA BRANCH.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 10, page no. pp332-343, October-2018, Available at : http://www.jetir.org/papers/JETIR1810B02.pdf