A Conceptual Framework for Understanding Customer Satisfaction in Banking Sector: The Mediating Influence of Service Quality and Organizational Oath

Amitav Saha, K. M. Sabbir Hasan and Md. Salah Uddin
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Amitav Saha: Assistant Professor, Department of Management Studies, University of Rajshahi, Rajshahi, BANGLADESH
K. M. Sabbir Hasan: Assistant Professor, Department of Management Studies, University of Rajshahi, Rajshahi, BANGLADESH
Md. Salah Uddin: Assistant Professor, Department of Management Studies, University of Rajshahi, Rajshahi, BANGLADESH

American Journal of Trade and Policy, 2014, vol. 1, issue 2, 85-93

Abstract: With the economic intensification of a country in an accelerating mode, the banking industry's role is also essential in this growth. In a hyper-competitive market, all commercial banks in Bangladesh face the challenges of retaining existing and attracting new customers. The research aims to take the opinions of different people in Rajshahi city, Bangladesh, about the service quality in various commercial banks. Samples of 51 customers who have bank accounts with other commercial banks having operations in Rajshahi city are selected on a convenience basis. This paper presents an original survey of the banking sector of Rajshahi City, Bangladesh. To achieve the primary goal of the research, the authors of the paper developed a questionnaire designed for bank clients. After going for extended analysis, we have found that five factors play an essential role in making customers happy regarding banking services. Therefore, customer satisfaction is the key for many banks to stay alive in the competition.

Keywords: Customer Satisfaction; Service Quality; Customer Centrism; Customer Relationship Management (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
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