Measuring Service Quality of Standard Bank Limited”

Abstract

Undoubtedly, in the beginning of this century customer satisfaction defines very clearly the meaning and significance of today's real economic activities. In this sense, extensive production and consumption of products and services is not today the sole purpose of economic activities, the main purpose of companies. From a certain perspective, the main purpose of companies is to sell products or services, respectively to produce and deliver those products or services that meet in a very high degree requirements and needs of consumers or users. The goal of this study is to measure the service quality, customer satisfaction and customer loyalty of Standard Bank Limited. The study also aims to find out the most important attributes of service quality, which can be used to evaluate the characteristics of banking service quality as perceived by customers. The questionnaire developed for this study was based on a SERVQUAL model that identified the influence of five dimensions such as tangibility, responsibility, reliability, assurance and empathy in banking service environments on customer satisfaction. The results indicate that the five SERVQUAL dimensions have a positive influence on customer satisfaction. Tangibility, responsibility, reliability and assurance were more significant in contributing to customer satisfaction, while empathy was the least significant. This study suggests that SERVQUAL is a suitable instrument for measuring service quality. Hence, banking industry practitioners can consider this instrument as a tool to assess and help improve their service quality. This report contains total five chapters. The first chapter is Introduction. The second chapter consist of Overview of the Bank; it includes, banking sector in Bangladesh, Banking in Bangladesh Perspective, profile of SBL and its mission and vision, core values, customer, community etc. The third chapter is Theoretical Framework of SERVQUAL Method. Chapter four is Analysis and Findings. And final chapter include Recommendations and Conclusion. To measure the service quality, SERVQUAL method is used. 50 respondents have been selected as sample for this study. Non probability convenience sampling method is used to collect the data. Structured questionnaire is used to follow and tried to get response from the clients of Uttara Branch, Dhaka. This study finds that most of the clients of this branch are agreed with the service quality of this bank except ATM booth service.