Evaluating customer satisfaction in general banking of The Premire Bank Limited

Abstract

Premier bank limited is one of the leading private commercial banks in the country. It is serving the nation from last 13 years. It has become the largest competitors among its peer group. Customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within a business. So, evaluating the level of customer satisfaction actually helps to measure an organization„s position in business. I„ve measured the customer satisfaction level of Premier Bank Limited, Uttara Branch. I„ve calculated the Customer Satisfaction Index by using SERVQUAL instrument having 22 statements on service quality dimensions through face to face interviews with the accountholders of the bank. Their agreements (agree & strongly agree) with the SERVQUAL statements touching the cut off score (4 & 5) used in 5 point Likert Scale is considered as satisfied in this study. The study shows that customers conceive this bank as reliable in getting accurate promised services, problem solving and in maintaining error free record. They also believe that there is assurance of competency, courtesy, credibility & security by the bank. They are also satisfied by the tangible appearances of the bank. But the customers are not enough satisfied in getting personal attention and they think that employees do not understand their specific needs. The unweighted SERVQUAL score of 4.27 and weighted score or Customer Satisfaction Index of 4.25 indicates a satisfactory state in the overall level of customer satisfaction. On the basis of conducted Key Informants Interviews, the quantitative study result and my observation I believe that appointing more employees under General Banking department, maintaining time slots for each customer to serve, setting up of electronic calling machine for cash counter and customer service, setting up of query desk, replacement of core banking software by better one, regular arrangement of employee training workshops, appointing female employees, etc. will help to increase the satisfaction level of the customers of the bank.