Customer Satisfaction Measurement: A case study on Dutch Bangla Bank PLC

Abstract

This thesis examines customer satisfaction measurement within the banking sector, focusing on identifying the key factors that influence customer perceptions and loyalty. The study aims to explore the various dimensions of service quality that affect customer satisfaction in banking services, with an emphasis on understanding how banks can improve their offerings to meet or exceed customer expectations. Utilizing a mixed-methods approach, the research includes both quantitative surveys and qualitative interviews with customers of various banks. The study identifies several critical factors, including service reliability, responsiveness, accessibility, staff competence, and the use of technology, all of which contribute to overall customer satisfaction. The findings highlight that while customers generally value reliability and convenience, there is a growing demand for personalized services and digital banking solutions. The thesis also proposes strategies for banks to enhance customer satisfaction, including improving communication, streamlining service delivery, and investing in technology. The research contributes to a deeper understanding of customer satisfaction in the banking sector and offers practical recommendations for banks to enhance customer loyalty and competitiveness in a dynamic market. Findings reveal that while Dutch Bangla Bank PLC. enjoys a strong reputation for innovation and accessibility, areas such as transaction speed, personalized services, and complaint resolution require improvement. The study concludes with strategic recommendations, including the adoption of advanced technologies, staff training programs, and enhanced customer feedback mechanisms, to strengthen the bank's competitive edge and foster long-term customer relationships. This research contributes to the growing body of knowledge on customer satisfaction in the banking sector, offering practical insights for Dutch Bangla Bank PLC. and similar institutions aiming to optimize customer experiences in an increasingly competitive market