Enhancing customer satisfaction and loyalty at DBH Finance PLC: a strategy for market leadership in a competitive housing sector

Abstract

This qualitative internship report discusses the customer satisfaction and customer loyalty in DBH Finance PLC which is the pioneer and market leader in the specialized housing finance market in Bangladesh. The research is based on the interpretivist research philosophy and qualitative research approach to comprehend the lived experience of customers throughout the housing loan journey. Customer experience has become a game changer when it comes to long-term sustainability of a market where competition among commercial banks and other technologically advanced financial institutions is rising. The semi-structured, in-depth interviews with the clients of DBH Finance PLC who purchase home loans were used to collect primary data. A thematic analysis was used to determine the common patterns concerning service quality, communication with staff, loan processing processes, communication habits, and expectations of digital services. The results indicate that there is a high degree of trust and institutional credibility of DBH Finance PLC with professional staff behavior and personalized service to the clients as the key driving force. Nonetheless, the customers also mentioned that they were rather unsatisfied with the length of the approval procedures, unnecessary documentation, repetitive signing, insufficient transparency, and poor digital services infrastructure. It is concluded that the human-centred service culture is the biggest competitive advantage of DBH Finance PLC. However, to maintain customer satisfaction and solidify loyalty amid the changing housing finance environment, the organization needs to modernize the operations, enhance the level of open communication, and invest into the digital transformation. The report offers used strategic and qualitative information aimed at customer-focused decision-making and long-term market leadership.