SERVICE QUALITY AND CUSTOMER SATISFACTION OF CEYLON ELECTRICITY BOARD IN JAFFNA

The main purpose of this research study is to investigate service quality as the most important factor behind customer satisfaction in Ceylon electricity board in Jaffna. Understanding the factors behind antecedent of customer satisfaction is an important issue for academic research. This investigation examined the service quality influence on customer satisfaction of Ceylon electricity board. Here theoretical perspectives include such customer’s satisfaction towards service quality dimensions. To comply with aim, five basic hypotheses have been instigated for service quality and customer satisfaction. For major research objective, which is related to the specific research objectives and five hypotheses were developed and tested. A survey was conducted to gather primary data by selecting 370 customers from CEB Jaffna that was analyzed by using correlation matrix and multiple regression models. Responsiveness was the high correlation with customer satisfaction and tangible and reliability dimensions are lowest correlation with customer satisfaction. The findings revealed that satisfaction and service quality dimensions are interrelated to each other.