GROUP 14

CUSTOMER SATISFACTION RESEARCH OF THE BANKING AND FINANCIAL SERVICES INDUSTRY

Bank's customers come from different strata of the society. They represents ultra rich,
rich, upper middle class, lower middle class, poor, highly educated,educated, adequately educated,
illiterate aged, grown-ups, youth, children, white collared, blue collared, daily wage earners,
agriculturists, big corporate, small scale industrialists, professionals, self-employed persons,
housewives, etc. These customers again come from different cultural and social background. Each
customer has his attitudes and expectations influenced by his cultural and social background.

The higher the service quality, the higher is the customer satisfaction. Many agree that
in the banking sector, there are no recognized standard scales to measure the perceived quality of
a bank service. Thus, competitive advantage through high quality service is an increasingly
important weapon to survive.

The banking sector is playing an important role for the sustainable and uninterrupted
economic growth of India. Covering the 49-year period of the banking sector’ customer
satisfaction, India has apparent radically changes. Customer satisfaction should be entrusted to a
bank for a long time and be measured and expressed perfectly. To analyze customer satisfaction
determinants and other factors it can be said that banking sector’s future prospect is good in
Bangladesh. As a financial organization, the banking sector’s main aim is to generate profit through
quality service to the customers and ensuring satisfaction.

Finally, the study recommends that advance investigation and research should use
more samples, respondents and more sophisticated research methodologies. Further study should
address the customer satisfaction issues on other typology of services such helpful and
knowledgeable employers, service quality, competitive pricing, billing clarity, service charge, etc.
This study determined that customers’ satisfaction, influenced by the quality of service and
customer satisfaction, leads to customer loyalty. In today’s competitive world, banks can gain
competitive advantage by providing superior services to their customers.