Evaluation of customer satisfaction of United Commercial Bank Limited

Abstract

A number of studies have shown that the long-term success of a corporation is closely related to its ability to create and maintain loyal and satisfied customers, adapt to customer needs and change preferences. Customer satisfaction is a crucial goal for most organizations. In order to evaluate customer satisfaction level and to take action for improving it, a survey has been done in the bank. However, for the purpose of developing tangible applications for results a number of criteria have to be fulfilled in any such measurement system. In any organization, customers play a vital role to run the businesses. So, it is very important to attain customer satisfaction as much as possible. This is the spirit in which the research of customer satisfaction was initiated. With my research I aim to recommend a customer satisfaction model and gentle recommendations for further improvement on the design of the customer satisfaction process. Various comparisons on the bases of the criteria of current and desired level of customer satisfaction have been expressed in the report. Through the process of research, I have reflected my logical and sequential steps in a conceptual model. In the research, the emphasis lays on the customer satisfaction survey which has been done in the organization. In the period of internship, I was assigned to find out the basic criteria of customer satisfaction level which can affect them while taking the services from bank and away from bank. In the whole research paper, it indicates how much imposes of independent variables fall on the dependent variable. Besides, it also shows the necessary findings related to the survey regarding sample size, gender, age etc. For the analysis of the performance various data has been used. Different charts are shown to clarify the data more clearly. There are some limitations as well on which further research has been proposed.