Employees Perception Of Service Quality In Addis Ababa Commercial Banks

This is an empirical research conducted with the objective of evaluating Addis Ababarncommercial banks employees' perception of service quality. Frontline employees are anrnimportant component of the service production and delivery process, particularly in the bankingrnsector. Their technical and interactive service performance can be the basis of competitivernadvantage for commercial banks. Therefore, the banks need to ensure their employees fullyrnunderstand the dimensions and factors that enable them to consistently deliver service quality.rnAlthough the financial sector of Ethiopia is growing with the continuous increase of the numberrnof private banks as well as the opening of additional branches of existing banks, researchrnfindings indicate that service quality is not consistently delivered. Deeper investigations of thosernfindings reveal that service quality dimensions associated with the performance of customerrncontact employees are the source of the gap. This research was initiated to provide furtherrnunderstanding of the problem from the perspective of employees’ perception of service quality.rnAcademic literature and research documents have been used to establish the conceptualrnframework. As a result, workload, competence, service orientation, standard service behavior,rnand service role flexibility are identified as the main factors that potentially influence employee’srnperception of service quality. To conduct the test and reach at acceptable deductions, a researchrnmodel developed by Vella, Goutnas and Walker (2007) has been adopted in the context of AddisrnAbaba commercial banks service environment. The results of the study have indicated thatrncommercial banks employees feel their individual service performance can be affected by servicernquality determinant factors. However, they do not associate the influence of those factors withrnthe ultimate delivery of quality service and customer satisfaction. Accordingly, based on thosernfindings, it has been concluded that the Addis Ababa banks employees’ perception of servicernquality is not satisfactory. It is hence recommended that Addis Ababa commercial banks need tornrevisit their recruitment, employee development and employee motivation strategies and alignrnthem with the marketing strategy in order to promote system wide service orientation

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