Relationship between banking service quality and customer satisfaction of commercial banks in Cumilla district, Bangladesh

Abstract

Commercial banking sector plays significant role in achieving economic development. Service quality in banking sector is vital issues for developing country like Bangladesh. The present study explores the relationship between customer satisfaction and service quality of the commercial banks in Cumilla district. The total number of sample was 400. The data was collected by face to face interview using structured questionnaire method. In questionnaire, the close ended and open ended questions were used to collect data. The principle point of the investigation is to evaluate the service quality of commercial banks in Cumilla and its effect on customer satisfaction. The SERVQUAL model considers five major components like responsiveness, reliability, assurance, empathy and tangibility. Five hypotheses have been used by considering five major factor of SERVQUAL model. The coefficients of SERVQUAL factors estimated by SEM approach, the factors like responsiveness, reliability, assurance, empathy and tangibility takes the coefficients value 0.67, 0.62, 0.60, 0.84 and 0.58 respectively. The results indicate that other independent variable remains constants, 1-unit change in responsiveness will build consumer loyalty 0.67 units; similarly, 1-unit change in reliability will build consumer loyalty by 0.62 units; 1-unit change in assurance will increase consumer loyalty by 0.60 units. Where, the results of empathy and tangibility also show positive coefficients are 0.84 and 0.58 respectively to explain the customer satisfaction. The study concluded that the considered five factors plays effective role to increase the service quality. The study findings might contribute to understand the customer’s pulse and take necessary modification by the management, board of governance and policy makers.