Customer satisfaction measurement on General Banking & ATM service of Southeast Bank Limited, Mohakhali branch

Abstract

Bangladesh, in terms of economy, is flourishing day by day and now we need financial service provider in every aspect of the society. Bank is a major financial institution nowadays. This sector is rising gradually and competition with other sectors is also rising neck to neck. In order to survive in this competitive market, all banks should focus on their customer satisfaction. Business will fail if they can not satisfy their customer more than their competitors in the market. Southeast Bank Ltd, Mohakhali Branch is one of the most profitable branches of Southeast Bank Ltd and customer satisfaction toward the services of this bank is higher than its competitors. Throughout this study I have tried to identify and measure the customer satisfaction level on general banking activity and ATM service of this branch. We have found that SEBL is doing excellent in the market with 4th position among the CAMELS rated banks in Bangladesh. It is also found that all departments of SEBL Mohakhali Branch are running excellent. Customers are very satisfied in general banking activities. Customers are having fast and quality facilities with a competitive expense. Though the manpower is limited here, employees always try to give their best in their work place. Beside general banking department other departments of the bank are doing well. But in some services like- ATM service, mobile banking, online banking we have found some lacking. So bank should take these as an opportunity and work on it. As bank is doing well here and it is trying to extend its business space and already booked 2nd floor of the building for their Credit department. Based on general banking activities and ATM service we have done a survey on the customers for measuring their satisfaction. Though ATM service is not satisfactory but customers are very happy to have quality service in GB. SEBL, Mohakhali Branch needs to survey regularly to identify customers‟ needs. Throughout this survey I have found some lacking in some sectors which needs to improve. Bank should focus on these service arias so that customers‟ satisfaction level may increase. My survey will help the bank to know about customers‟ needs and satisfaction level of the service. By the help of the survey they can take proper actions to increase satisfactory level.