ASSESSMENT OF SERVICE QUALITY DIMENSION AND ITS EFFECT ON CUSTOMER SATISFACTION: IN CASE OF ETHIOPIAN ELECTRIC UTILITY (EEU) FOCUSING ON CALL CENTER (HQ)

Abstract

This study aimed to assess the effect of service quality dimensions on customer satisfaction in the context of the Ethiopian Electric Utility (EEU), with a specific focus on the call center. The study employed a quantitative research approach, utilizing a survey questionnaire to collect data from 204 customers of the EEU call center. The service quality dimensions examined were tangibility, reliability, responsiveness, assurance, and empathy, based on the SERVQUAL model. The findings revealed that all five service quality dimensions had a statistically significant positive impact on customer satisfaction. Reliability emerged as the most influential factor, followed by assurance, responsiveness, empathy, and tangibility. The study provides valuable insights for the EEU management to prioritize and improve the service quality dimensions that significantly contribute to enhancing customer satisfaction. By addressing the identified gaps, the EEU can optimize its call center operations and deliver a superior customer experience.