THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION: AN EMPIRICAL EVIDENCE FROM COMMERCIAL BANKS IN NORTHERN REGION OF BANGLADESH

Abstract

Banks must deliver high standards of service quality in order to achieve high levels of customer satisfaction; as now-a-days service quality is considered the cornerstone of customer satisfaction. This study has used SERVQUAL to determine service quality of commercial banks operating in the northern region of Bangladesh and the impact of these dimensions on customer satisfaction is then assessed. Primary data has been collected with a structured questionnaire of five-point Likert scale from 200 customers of commercial banks and analysed using SPSS software. Our empirical findings show a strong correlation between customer satisfaction and independent variables, the five dimensions of service quality. This study would give managers a comprehensive understanding of how to create service marketing plans and policies based on consumer perceptions, enabling banks to achieve long-term objectives. Also, the findings of the study could assist commercial banks in developing strategy for providing services that will satisfy customers.