A Descriptive Analysis of Assessing Customer Satisfaction: The SERVQUAL Method Approach

by Humaira Jahan, Bishwajit Banik Pathik, Asif Parvez and Dr. Md. Mamun Habib

2014

Abstract

This study represents the analysis of customer satisfaction level through SERVQUAL (service quality) method on a leading private bank of Bangladesh, namely Dhaka Bank Ltd. Customer satisfaction have been measured using the modified version of SERVQUAL as proposed by Parasuraman et al. (1988) [20], which involves five dimensions of service quality, particularly Reliability, Responsiveness, Empathy, Assurance, and Tangibles. To justify the satisfaction level on service provided by the bank towards the customers, survey research technique has been applied. Respondents were selected by simple random sampling procedure. The researchers used SPSS as a statistical tool to furnish data input and analysis for assessing satisfaction level of customers towards the bank. Findings of this paper demonstrates the satisfaction level of the customers at Dhaka Bank Limited, therefore, SERVQUAL would be applicable for banking industries whatever public and private banks.

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