The Assessment of Service Quality From Users Point of Views The Case of Revenue Authority Addis Ababa City Government
The Assessment of Service Quality From Users Point of Views The Case of Revenue Authority Addis Ababa City Government
The Assessment of Service Quality From Users Point of Views The Case of Revenue Authority Addis Ababa City Government
Jemal Abagissa*
Department of Public Administration and Development Management, Addis Ababa University, Ethiopia
Research Article
INTRODUCTION
There is growing managerial interest in customer satisfaction as a means of evaluating quality. High customer
satisfaction ratings are widely believed to be the best indicator of company’s future profit. Public Sector Services
may be provided in a non-competitive environment because alternative service providers often do not exist. Hence,
service recipients, unlike consumers in the private sector, may have little or no option to use a different service
provider or to withhold payment. Therefore, implementing the practice of good governance on public service
provision is an imperative option for the welfare of the society specifically for service recipients, so as to ensure
best quality of service provision and it helps as a base of attaining advanced level of customer satisfaction.
Customer satisfaction can be experienced in a variety of situations and connected to both goods and services. It is
a highly personal assessment that is greatly affected by customer expectations. Satisfaction also is based on the
customer’s experience of both contact with the organization and personal outcomes. Customer satisfaction is the
degree to which a customer perceives that an individual, firm or organization has effectively provided a product or
service that meets the customer’s needs in the context in which the customer is aware of and / or using the
product or service. Satisfaction is not inherent in the individual or the product but is a socially constructed response
to the relationship between a customer, the product and the product provider /maker. To the extent that a provider
/ maker can influence the various dimensions of the relationship, the provider can influence customer satisfaction.
Measuring customer satisfactions provide an insight to the customer pre and post purchase behavior. Without this
approach understanding, improving and developing better customer services could not be possible. Thus, business
consultants, corporations and others have worked to identify the characteristics of organizations that consistently
please their customers, to develop tools for monitoring customer satisfaction, and to build continuous, quality
improvement systems that respond to consumer feedback. Since the implementation of BPR in Ethiopian public
organizations a decade ago, the topic of customer satisfaction has been on the agenda and in recent years.
In Ethiopia, deficiencies in human resources and institutional capacity as well as deficiencies in working system
and process were among the causes constraining administrative efficiency and effectiveness in the public sector
There were numerous forms of administrative barriers, including excessive documentation requirements,
inadequate information on rules and regulations, lengthy registration or ratification periods, redundant and complex
formalities, complicated processes requiring multi-level or multi-agency approval and unsupportive attitudes from
public employees. These have typically been reflected in inefficient service delivery characterized by poor working
environment and processes, inappropriate conception of the roles and responsibilities of civil service. Addressing
these deficiencies has thus been a concern of the incumbent government since mid 1990s.
To this effect, the government adopted the Civil Service Reform Program in 1996 with a focus on five major
streams of work: Top Management Systems; Human resource management; Service Delivery; Expenditure
Management and Ethics. Service delivery reform sub-program is of particular interest in this study. As part of the
CSRP subcomponent, service delivery mechanism is designed by service giving agencies (institutions).The overall
objective of service delivery sub-program is to improve the scale, efficiency, and responsiveness of public service
delivery at the federal, regional and local level, empower citizens to participate more effectively and promote good
governance and accountability.
Within the national reform context, the service delivery mechanism has been designed and implemented at the
municipal level by service giving institutions of Addis Ababa City Administration since 2003. The City administration,
like all other government institutions, was affected by bureaucratic bottlenecks, inefficiency, ineffectiveness
characterized by slow process and poor quality service. The ailments afflicting Addis Ababa’s civil services include:
lack of transparency in service providing offices, sluggish service provision, poor customer care, absence of
grievance handling channels, poor quality of services, poor ethical behaviour and sluggish socio-economic
development. Thus, the rationales of the city’s reform measures were reported.
remove the basic weaknesses engrained in the existing civil service inherited from the past regime
build the capacity of the civil service so that it will execute the policies and programs of the city
government successfully
enhance the civil service to provide efficient and fair services to the public
enhance accountability and transparency in the civil service
build the civil service that is ethically sound and free of corruption.
Addis Ababa is also center of economic, social and political activities of the country. From the total labor force
employed in urban sectors of the country, 24.3% in manufacturing, 47.8% in electricity and water, 40% in
construction, 35% in transport and communication, 62% in financial intermediary, 64.4% in real estate sector are
concentrated in Addis. As we see the spatial distribution of investment activities in the Country, Addis Ababa seems
to continue dominant center of economic activities. For instance, of the total private investment projects approved
in the country during the years from 1992–98, 52% were planned to be implemented in Addis Ababa. This trend
proves that the City still attracts the lion’s share of investment capital in the country and that its leading role in the
national economy will be continuing. Addis Ababa is the third populous city in Eastern Africa, next to Khartoum and
Nairobi.
How do the end users view the services rendered in terms of quality and speed?
What major problems/challenges are encountered in the course of the implementation
Sources of Data
Data searches from the service users were conducted concerning their opinion on the level and satisfaction of
services rendered by the office. As the population of the customer is difficult to define, the researcher selected 100
samples based on convenience and manageability. There are ten sub-cities in Addis Ababa. From these, two sub-
cities (Arada and Yeka) are randomly selected using random sampling. This makes up 20 % of the total sub-cities
According to them, the position of a customers’ perception of service quality on the continuum depends on the
nature of the discrepancy between the expected service and service perceived by the client). Service quality is thus
operationalized as performance (P)–minus expectation (E). Thus by this perspective, the way to maximize quality is
to maximize the difference between these measures, P and E. in order words it means exceeding the customers’
expectations. The original conceptualization of service quality was a framework developed by Parasuraman et al.
Their works led to the development of a 22-item scale, the SERVQUAL instrument which has been used extensively
by most researchers. The SERVQUAL instrument was originally measured on ten (10) aspects or dimensions of
service quality: reliability, responsiveness, competence, access, courtesy, communication, credibility, security,
understanding, and tangibles as a means of measuring the gap between customer expectation and experience.
The original construct was found to be overly complex, subjective and statistically unreliable, and as a result it was
simplified and modified to the five dimensional model which is measured on five (5) aspects, namely - reliability,
assurance, tangibility, empathy and responsiveness. Service quality is therefore a function of pre -purchase
customers’ expectations, perceived process quality and perceived output quality, conceptualized service quality as
the gap between customers‟ expectation and their perception of the service experience. A lot of studies have been
undertaken using the SERVQUAL because of its generic service applicability. It has been used in hospitals; hotels;
travel and tourism a telecommunications company, two insurance companies and two banks.
Tangibles: The enterprises’ infrastructure, the availability of inter-modal transport, the quality of information
systems and the preparedness of the port management. Iwaarden defined tangibility as physical facilities,
equipment and appearance of employees and management team. Further, it is also defined as the ease in visibility
of resources necessary for providing the service to customers, well groomed employees and ease in accessing
written materials like pamphlets, brochures, folders, information books etc. will have a favorable consequence on
the level of customer satisfaction. Modern looking or sophisticated equipment and visually appealing or attractive
ambience are viewed as the positive impacts of tangibility on customer satisfaction in banking sector.
Reliability: refers efficiency and the speed of port services. This includes ‘reliability of port operation’ and
‘landside accessibility’. ‘reliability of port security’ and ‘port reputation. Reliability is defined as the ability to perform
the required service to customers dependably and accurately as promised to deliver. Dealing whatever the
problems in services encountered by customers, performing the required services right from the first time, services
being rendered at the promised time and maintaining error-free record are the paradigm of reliability in terms of
service quality which will strongly influence the level of customer satisfaction. In banking services provided to the
customer, accuracy in completing orders, maintaining precise record and quote, accuracy in billing, maintaining
promised services are the basic views of reliability which is considered as the most important factor in convincing
customers to retain in banking services.
Assurance:
Assurance is defined as the knowledge and good manners or courtesy of employees. Further, it is also defined as
the ability of employees with the help of the knowledge possessed to inspire trust and confidence will strongly strike
the level of customer satisfaction
Empathy: This dimension is used to measure the level of individual attention in which is given to customers. For
example the ability of the port to inform its clients promptly of any problems with their transportation. Empathy is
defined as the ability to take care of customer's attention individually in providing service to customers. Further, it is
researched that understanding customer expectations better than competitors in providing the required customer
service at any time without any inconvenience will strongly influence the level of customer satisfaction. Convenient
working hours, individualized attention, better understanding of customer's specific needs, enhanced
communication between management and customers will have a positive outcome on customer satisfaction. There
are also 22 explaining factors or attributes associated with these service quality dimensions. Thus, according to the
SERVQUAL Model, quality of transport and logistics services is a construct comprising five dimensions with 22
associated explaining factors. For the purpose of this study, we further adapt the above SERVQUAL model to make
it suitable for the ESLSE, which provides shipping, logistics and dry port services. These 22 factors are presented in.
Since the development of the SERVQUAL, it has received its share of criticism. The major criticisms of the
instrument involve the length of the questionnaire, the validity of the five service quality dimension, and the
predictive power of the instrument in regard to subsequent consumer purchase.
Many authors have suggested that the dimension utilized by SERVQUAL lack generality Mc, that administering
expectation items are unnecessary. Cronin and Taylor denied the framework of SERVQUAL and proposed a new
service quality measuring model “SERVPERF” which measured only the performance excluding expectations. They
claimed their model SERVPERF performed better than any other measure of service quality.
Servperf
An alternative instrument to measure service quality was introduced by one of the SERVQUAL's critics - Cronin and
Taylor. Instead of SERVQUAL, Cronin and Taylor introduced the performance-based measure of service quality,
SERVPERF. SERVPERF is composed of the 22 perception items defined in SERVQUAL scale, and excludes any
consideration of expectations. In other words, SERVPERF differs from SERVQUAL in that SERVPERF does not assess
gap scores because the expectations portion of the pairings is not included. The research of Cronin and Taylor
suggested that although expectations can have unique effect on consumers' perception of service quality, the
performance minus expectations is an inappropriate basis for use in the measurement of service quality. Moreover,
there were many emerging literature supported the performance-based paradigm over the disconfirmation-based
SERVQUAL paradigm. Churchill and Surprenant, all supported for the superiority of simple performance-based
measures of service quality over gap measures of SERVQUAL. In this study, the researcher uses SERVPERF in
assessing customer satisfaction in Addis Ababa city administration Revenue Agency. It does not include
expectations. The researcher preferred SERVPERF as it provides a benchmark based on customer opinions on their
experience using key service quality attributes.
Strongly No Strongly
Issues Agree Disagree
agree comment disagree
Time/process
It takes short time to
get the service 50 20 4 30 16
These dimensions are rated 50% (strongly agree & agree added), 32% and 55 % respectively.
Timeliness refers to providing the service in a timely manner; meeting the time frame that was promised. According
to this rating, the speed with which the services are provided does not meet the expectations of the customers.
Customers become most annoyed and frustrated when they are forced to wait for long period for service. This is
considered as sign of poor service. The respondents have also indicated that some of the contacts are not
necessary.
Table 3: Transparency.
Strongly No Strongly
Issues Agree Disagree
agree comment disagree
Necessary and
sufficient
46 11 31 12
information is given
in advance
The process of
service delivery is
53 15 5 8 19
open and
transparent
Table 4: Reliability
Strongly No Strongly
Issues Agree Disagree
agree comment disagree
The information
given is consistent 20 34 14 18 14
The service
providers provide 18 42 4 30 6
what is promised
The service
providers adhere to 25 48 6 18 3
rules and standards
The three aspects of reliability are rated as 54%, 60% and 73% respectively.
Citizens should be given full, accurate and reliable information about the public services they are entitled to
receive. In service, consistency implies achieving sameness, uniformity and fairness in the delivery or execution of
all the service attributes, regardless of time, place, occasion, and service provider. Improving performance in
organizations is a function not only of systems and structures, but also of people and values.
The service
providers are
respectful 13 15 8 58 6
The service
providers are
courteous 12 11 10 55 12
Only 27% and 23% of the respondents respectively agree that the frontline staff is respectful and courteous to their
customers. The office performed very low in one of the very important service quality dimensions that are
respectfulness and courtesy. Revenue office customers deserve high level treatment because they not only citizens
but also tax payers on which the city government relies for its financial needs.
96% of the respondents agree that the location of the offices is convenient for transport and 98% agree that
waiting rooms are convenient and only 27% and 13% of the respondents agree that signs are well written, posted
and visible and that there is adequate parking respectively
Strongly No Strongly
Issues Agree disagree
agree comment disagree
Strongly No Strongly
Issues Agree Disagree
agree comment disagree
Only 12% of the respondents stated that customers are consulted before the new program/ procedure is
implemented. Citizens should be consulted about the level and quality of the public services they receive and,
wherever possible, should be given a choice about the services they are offered. Viewed in this regard, the policy
document of service delivery in Ethiopia appreciates citizens’ empowerment and consultation. It highlights the
importance of citizen engagement as they are the ultimate consumers of public services and thus they are the
best judges of service delivery quality. However, such policy intentions were not yet realized in practice. First
customer empowerment begins with the orientation about the intention of the reform and its outcomes. This
should take place before the start of reform implementation. The 2nd type of citizen engagement is to involve
them during the implementation through opinion survey or checklist data collection. There is scanty evidence in
this respect except the attempts made by city’s capacity building bureau which collected the opinion of very few
individuals. The 3rd type citizen engagement is to allow them to present their grievances when they are aggrieved
by the process and by the frontline staffs.
CONCLUSION
The assumption is that process improvement will directly lead to better outputs. Thus, improved process is seen
as a step towards achieving improved outputs. It is also the case that process improvements may have a value of
its own in a democratic state where how things are done may be as important as what operational results are
Establishing explicit standards and measures of performance are among the components of current public
management reform under NPM movements. Service standards include the kind of services, the preconditions
expected from the customers, the fees for each service, the amount of time required to get the service and the
addresses of the service centers. Establishment of clear service standards is one of the preconditions to satisfy
customers through efficient services.
In the private sector improved quality pays off by itself. But this is less clear in the public sector. Spending on
quality improvement is unlikely to increase either the volume or the income of the organization. This diminishes
the incentives for quality improvement in the public sector. Thus, one of the reasons for the recent shift to the
service standard setting and guidelines development is a recognition with in public sector that normal commercial
Reasons for improving service often does not apply and that additional controls are therefore necessary.
Improving standards is cheaper than increasing the budget. Thus, formulating service standards and
implementing them has become part of reassuring professionalism in the public services.The following table
shows the minimum standards set by the Revenue Agency of the Addis Ababa city Administration
Practice Before the Reform Proposed new Standard New Standard in Practice
Types of
No.
Services Requirem Proce Requirem Proce Requirem Proce
Time Time Time
ent ss ent ss ent ss
2 days
Registrati 3 12
&15
1 on of new 11 28 mont 6 4 minut 4 4
minut
taxpayers hs es
es
Renewal 15 13 15
2 6 29 5 5 5 5
of days minut minut
business es es
licenses
Tax
assessme
-------- --------
3 nt (for ------------- 3 6 960 3 3 480
-- -
category
C)
Business
closure,
plate
number
change of 3
business mont 30
4 vehicles, 6 22 hs to 5 7 1 day 5 7 minut
business 1 es
address year
change,
business
house
change,
VAT
5 registrati ----- ---- ---- 2 3 2 days 2 2 days
on
Support
letter for 15
15
6 bid ----- ---- ---- 2 3 2 minut
minutes
participan es
ts
Support
letter
attesting
15
debt-free 15
7 ----- ---- ---- 2 3 2 minut
for minutes
es
employm
ent
seekers
The major problem comes from category C tax payers. As this group does not keep book of accounts, inspectors
used to assess the tax amount on their personal judgment. Though single inspector has been replaced by a
committee after 2004, the assessment is still subjective. Because of this arbitrary tax levy, some tax-payers
complain that they are required to pay unrealistic amount and hence they lodge complaints to the office. Thus
employees attend to these complaints wasting their time instead of giving regular services. The official in the
revenue authority also indicated other challenges that encountered the office. These include:
RR: J Social Sciences| Volume 7 | Issue 8| November, 2021 4
Research & Reviews: Journal of Social Sciences
Capacity problems in human, physical and financial resources have also been reported because of which a
required amount of tax has not been yet collected.
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