User Satisfaction Review of Private Commercial Banks in Bangladesh

Abstract

Customer satisfaction is a contemporary approach for quality measurement in enterprises and Organizations and serves the development of a truly customer oriented management and culture. Measuring customer satisfaction offers an immediate, meaningful and objective feedback about clients’ preferences and expectations. In this way, company’s performance may be evaluated in relation to a set of satisfaction dimensions that indicate the strong and the weak points of a business organization. This paper presents an original customer satisfaction survey in the private commercial banking sector of Bangladesh. The implemented methodology is based on the SERVQUAL instrument for the measurement of perceived service quality by using five service dimensions. A research has been conducted to study the relationship between service quality dimensions and customer satisfaction. The purposive sampling technique has been used to collect total 300 samples by taking 20 respondents from 15 private commercial banks. Positive and significant relationship has been found between service quality dimensions (reliability, responsiveness, assurance, empathy, and tangibles) and customer satisfaction. The study highlights implications for marketers in banking industry for improvement in delivery of service quality.