The Study of the Level of Perceived Service Quality in Selected Private Commercial Banks in Ethiopia

This research studied the level of perceived service quality in selected private commercial banks in Ethiopia. The study also aimed to find out the main attributes of perceived service quality in private banks of Ethiopia as perceived by customers. Perceived service quality is defined as the differences between customers’ expectation for service performance prior to the service encountered and their perception of the service receivedservice (Kotler P., 2010).To achieve the objectives of this research, SERVPERF model was used to collect data from 375 customers via self-administered questionnaire with five-point Likert scale. The respondents were selected using Stratified samplings techniques and the data was analyzed by SPSS software packages. The result showed that assurance, empathy, responsiveness, tangibility and reliability scored 4.04, 4.02, 3.98, 3.88 and 3.84 respectively. This showed that the customers of the banks agreed by the service quality dimensions delivered by their respective banks. The total mean score of service quality dimensions are 3.95, the service was above average. Based on the finding softhe study, the banks need to improve their service quality dimensions to enhance the interest of loyal customer, to attract new customers and to win the competitions.

Keywords: Perceived service quality, SERVPERF, Private Banks, Ethiopia