Proposal of Shonali Bank
Customer Satisfaction and Its Impact on Service Development of Sonali Bank
Problem Statement
In the current study, the researcher will use five important dimensions like reliability, responsiveness, assurance, empathy, and tangibles to find out the customer service quality of Sonali Bank. The problem statement, then, is stated as follows: “The current study will identify the customer service quality of Sonali Bank considering key dimensions such as reliability, responsiveness, assurance, empathy, and tangibles.”
Research Objectives
The purpose of the study was to present the relationship between service quality with customer satisfaction and customer loyalty in Sonali Bank, the leading public sector bank in Bangladesh. The main objectives of the research are: ➢ to understand the customer perceptions on different service quality dimensions while dealing with this bank ➢ to make recommendations for improving the quality and soundness of different services provided to the customers by Sonali Bank
Importance/Benefits
In the modern competitive environment, the pursuit of service quality is now considered to be an essential strategy. Offering a superior product is no longer sufficient, as firms in the 21st century economy compete on a much broader platform. In terms of the banking sector, service quality has become an increasingly important factor for success and survival. Provision of high quality service aids in meeting several requirements such as customer satisfaction and its consequent loyalty and market share, soliciting new customers, improved productivity, financial performance and profitability. It has also become an important research topic because of its important relationship to corporate marketing and financial performance. In the current study the researcher intends to find out the customer service performance of Sonali Bank. The research has the potential for ongoing customer satisfaction program initiated by Sonali Bank and
Problem Statement
In the current study, the researcher will use five important dimensions like reliability, responsiveness, assurance, empathy, and tangibles to find out the customer service quality of Sonali Bank. The problem statement, then, is stated as follows: “The current study will identify the customer service quality of Sonali Bank considering key dimensions such as reliability, responsiveness, assurance, empathy, and tangibles.”
Research Objectives
The purpose of the study was to present the relationship between service quality with customer satisfaction and customer loyalty in Sonali Bank, the leading public sector bank in Bangladesh. The main objectives of the research are: ➢ to understand the customer perceptions on different service quality dimensions while dealing with this bank ➢ to make recommendations for improving the quality and soundness of different services provided to the customers by Sonali Bank
Importance/Benefits
In the modern competitive environment, the pursuit of service quality is now considered to be an essential strategy. Offering a superior product is no longer sufficient, as firms in the 21st century economy compete on a much broader platform. In terms of the banking sector, service quality has become an increasingly important factor for success and survival. Provision of high quality service aids in meeting several requirements such as customer satisfaction and its consequent loyalty and market share, soliciting new customers, improved productivity, financial performance and profitability. It has also become an important research topic because of its important relationship to corporate marketing and financial performance. In the current study the researcher intends to find out the customer service performance of Sonali Bank. The research has the potential for ongoing customer satisfaction program initiated by Sonali Bank and
References: ❑ Allred, A. T., & Addams, H. L. (2000). Service quality at banks and credit unions: what do their customers say? Managing Service Quality, 10(1), 52-60 ❑ Cooper, D. R, Schindler, P. S (2006), Business Research Methods, 9th Edtion, McGraw-Hill International ❑ Saunders, M., Lewis, P and Thornhill, A. (2004), Research Methods for Business Students, 3rd Edition, Pearson Education ❑ Zikmund, W. G (2002), Business Research Methods, 7th Edition, Thompson, South-Western