OF THE RESEARCH
In this section we discus about the overall
methodologies that are will be used by this study. This section includes many
sub sections those are the research design, sampling technique, the target
population and the sample size, type of data, data collection mechanism and
data analyzing methods.
target population of this study will be all account holder customers who have
current or saving account, age 18 years and above in commercial bank of
Ethiopia at all debre berhan branches. Commercial bank of Ethiopia has four
branches at debre berhan. The researcher will investigate at all branches of
commercial bank of Ethiopia at debre berhan which are tebase, debre berhan,
debre aba and …..branches.
3.4. Sample size
and sampling technique
The researcher will be applied convenient sampling technique to
select sample respondents. The reason of Appling convenient sampling technique is the population of the study is
large and it is impossible to include every individual and their convenient
accessibility and proximity of customer to the researcher while gathering data.
The total sample size will be determined by using the following sample size
determination formula developed by Taro Yamane (1967).
n; The sample size
N; The population size
e; The sampling error
(0.05) which is 95% of level of confidence
Accordingly, the total sample size for
the total number of CBE’s customers at all debre berhan branches is calculated as
After the total sample size is
determined the researcher will be further allocated the total number of samples
proportionately for each branches of CBE at debre berhan based on their respective
total number of customers using the following formula.
Where; n = total number of samples=399
N= total number of
customers from each branches
N1= total number
of customers at each Branch
n1= sample size at
After each branch sample size was determined,
the researcher will uses convenient
sampling technique to select sample respondents and administer the
questionnaire. The reason behind using convenient
sampling technique is because it will helps the researcher to approach
customers during the service hours conveniently.
3.5. Type of
This study will be used a Quantitative
type of data. The reason of using Quantitative type of data is the study will
be analysis the data by using statistical analysis. So, statistical analysis is
uses mainly quantitative data using appropriate measurement of their variables
and it can be measured numerically. In order to know the impact of independent
variable on the dependent variable by using statistical approaches, it requires
a quantitative type of data. Therefore to achieve the objective of the study,
the study will uses quantitative type of data.
Quantitative research approach is used
to test a hypothesis and theory. So this study has its own hypothesizes to be
tested. In order to test these hypothesizes the study will be employed a
quantitative research approach.
3.6. Data Source
This study will be used mainly primary and secondary
source data and method of data collection.
3.6.1. Primary data source
The main primary source of data for this study will
be questionnaire. The main reason of using questionnaire is respondent will be
generate their true feeling or idea without any bias and free from any afraid
because obtaining data through questionnaire is doesn’t tell the person who give
that particular responses. Questionnaire that used to obtain primary data will
be a standard questionnaire constructed by considering the five dimensions of
service quality these are stated on SERVQUAL model by Parasuraman et al. (1985; 1988). These dimensions
are tangibility, reliability, responsiveness, assurance and empathy of the
service. Further, customer’s perceptions will be used to assess Customer
Satisfaction. The attitude of the respondent on these variables will be
measured by using five Likert-scales labeled as strongly agree, agree, neutral/ not sure, disagree
and strongly disagree.
3.6.2. Secondary data source
In order to understand different related
literatures conducted in the area secondary data will be used on this study. So
these secondary data was collected from different journals like International
Journal of Marketing Studies, Journal of Economics, Business and Management, European Journal of Business and Management, International Journal
of u- and e- Service, Science and Technology, International Journal of Business and Social Science, ABAC Journal,
Pakistan Journal of Commerce and Social Sciences, Contemporary Management
Research, IOSR Journal Of Humanities
And Social Science (IOSR-JHSS) etc. In addition of these journals this
study will uses publications and reports produced by CBE.
Different web sites which have pervious researches
are uses as an additional source of secondary data for this study like Addis
Ababa university repository.
In order to obtain realistic
information the study will uses mainly the primary data collection method. The
study will be used questionnaire as a primary data collection mechanism.
Questionnaires will be distributed to the respondents who are the customer of
the commercial bank of Ethiopia at all debre berhan branches while they
receiving service without any discrimination by genders, races, age groups,
marital status, education backgrounds and professionalisms. The questionnaire will
be standardized and structured and the respondents can easily understand. Likert
scale will uses measure the variable with five response categories. (Strongly
disagree, disagree, neither agree nor disagree, and agree strongly agree). “The
Likert scale method was preferred to make questions interesting to respondents
and thereby enhance their cooperation. (Robson
Colin, 2002 cited by BETELEHEM TESFAYE, 2015).
3.8. Questionnaire Design
In order to measure the impact of
service quality on customer satisfaction on commercial bank of Ethiopia the
researcher will be develop a five Likert scale questionnaire. Where; 1 represent
“Strongly Disagree”, 2 represent “Disagree”, 3 represent “Neutral”, 4 represent
“Agree” and 5 represent “Strongly Agree.” The questionnaire will have three
section to cover the dependent and independent variables of the study. The first part will be contained the details demographic
information of the respondents like Status, age, gender, marital status,
educational qualification, occupation, income. The second part will be
contained service quality variables i.e. Tangibility, Reliability,
Responsiveness, Assurance, and Empathy. The Third part will contain variables
for Customer satisfaction.
3.9. Method of
data analysis and presentation
After the needed data will be gathered
through the stated data collection methods, the next step will be analysis and
present these data. For this study Statistical Package for Social Science
(SPSS) software version 20.0 will be employed to analyze and present the data
by using the statistical tools for this study. These statistical tools will
uses for this study are descriptive analysis, correlation and multiple
To present a profile of the respondents
through tables, frequency distributions and percentages and to identify the
mean and standard deviation of service quality dimensions and customer
satisfaction a descriptive statistical analysis will be employed for this
study. In order to determine the relationships between service quality
dimensions (reliability, empathy, responsiveness, tangibility and assurance)
and customer satisfaction this study will be used Pearson’s correlation
coefficient. The study will be used multiple regression analysis to determine
the impact of service quality on customer satisfaction.