Customer Satisfaction Towards Service Quality of Nepalese Commercial Banks
Date
2021
Authors
Journal Title
Journal ISSN
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Publisher
Department of Management
Abstract
Customer satisfaction is considered as the emotional response to the experiences
associated with the quality of products, services, timeliness, efficiency, ease of access,
environment, other facilities including the behavior and attitude of the service
providers in comparison to the customer’s expectations . It is the transaction specific
effective response to the evaluation of discrepancy between the prior expectations and
actual experience relating to banking services. Quality is such an important issue that
it is considered a really significant concept in our real life. It is regarded as a strategic
organizational weapon. And, the pressing need of developing service organizations and
upgrading their services necessitates the measuring of service quality. Service quality
has a significant impact on a bank’s success and performance. Service quality is
particularly essential in the banking services context because it provides a high level
of customer satisfaction, and hence it becomes a key to competitive advantage. The
studies devoted to customer satisfaction and service quality, service quality is of greater
significance for customers’ satisfaction. Hence, this study focuses on examining
customer satisfaction towards service quality of Nepalese commercial banks.
The study is based on the primary data. The data obtained from the questionnaires
survey are analyzed through SPSS. The instruments are descriptive statistics and
inferential statistics. To analyze the reliability and validity of the data Cronbach’s
alpha (α) is used. Frequencies, percent, mean, medium, standard deviation, correlation
and test of significance are used in this study to measure the determinants of customer
satisfaction. To achieve the purpose of the study, structured questionnaire was
prepared. Out of 235 questionnaires, only 182 numbers of customers’ response were
received. Subjects were asked to assess their perceptions of various items representing
customer satisfaction towards service quality of Nepalese commercial banks.
The study reveals that all the service quality variables (reliability, responsiveness,
empathy, assurance and communication) and customer satisfaction is positively
related. It means an increase in service quality variables will lead to an increase in
customer satisfaction. The study also concludes that empathy is ranked in first position
on the basis of calculated mean value. Similarly, reliability, assurance, responsiveness
and communication are ranked second, third, fourth and fifth position respectively as
far as factors affecting customer satisfaction is concerned. Service quality is an
essential aspects that satisfy customers.
Description
Keywords
Customer Satisfaction, Service Quality