Customer Satisfaction and Customer Loyalty through Service Quality Evaluated under SERVQUAL Model- A study on Banking Industries of Bangladesh

Abstract

Contemporary business world is very much competitive and the success in the competition is achieved mainly through giving satisfaction to the ultimate consumer. In service oriented industry, it is very difficult to set a standard rule to satisfy customers. Several factors influence customer’s decision making to take the service from an organization. The banking industry is a service industry; it provides the customer various financial services. So a banking organization must be keen in identifying the factors which influence their decision in taking the financial service. Thus the bank also needs to know the perception and satisfaction level of the customers about their performance. From the study it is found that significant portion of customers is businessman and private service holder. The customers’ satisfaction level towards the overall performance level is quite better. The most positive response factors are products (Average mean value 4.41), procedures of services (average mean score 3.99, charges (average mean score 4.00) and performance of the employee (average mean value 4.11). They are neutral in rate of interest (average mean score 3.67) and physical environment and support (average mean value 3.60). In the last part analysis of the variation in opinion due to demographic difference, it is found that the businessmen are more satisfied by the overall services of BASIC Bank Ltd, Khulna Branch than the service holders. And the customer whose income is between TK. 10000-40000 is more satisfied than the other two groups on average. Moreover, customers whose income is between TK.40000-80000 is less satisfied on average of the six factors. So BASIC Bank Ltd, Khulna Branch need to be concern to remove their dissatisfaction through adopting new mechanism and it will help the bank win customers and increase their profitability.