Effects of Service Quality And Satisfaction on Loyalty

The result shows that saving account customers in both Agazi Avenue and Mekelle branches were satisfied. However, it also signals attention should be given to enhance the level of customers' satisfaction focusing on tangibles, reliability and assurance-empathy dimensions. ............Government employees identified less satisfied by many of the assurance-empathy and reliability related attributes. In general, the results indicate that a notable proportion of customers tend to remain loyal even without being satisfied by the service of the two branches. This finding supports Shankar & Amy, (2002) who suggested that customers could be loyal without being highly satisfied when there are few choices.

Autorentext

Melkirst Gizaw, is Lecturer of Business Administration at Metu University, Ethiopia. He teaches a variety of courses in International business and Marketing. Prior to joining Metu University, Melkirst thought in three different Colleges. He holds a Bsc Degree from Addis Ababa University and MBA (international business) from Mekelle University.