CUSTOMER ATTITUDE ON SERVICES OF THE AGRANI BANK LTD, SARISHABARI BRANCH, JAMALPUR

Abstract

Customer attitude, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer attitude is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified attitude goals. It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer attitude is seen as a key differentiator and increasingly has become a key element of business strategy. Within organizations, customer attitude ratings can have powerful effects. They focus employees on the importance of fulfilling customers’ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective. Therefore, it is essential for businesses to effectively manage customer attitude. To be able do this, firms need reliable and representative measures of attitude. The objective of the report is to assess the level of importance, the customer of Agrani Bank of my respective branch put across various service attributes and also to determine how well Agrani Bank is satisfying the customer of those service grounds and different service quality dimensions. The survey is conducted on 100 respondents (sample). The entire questionnaire is prepared based on the SERVQUAL scale. There are five service quality dimensions Reliability, Responsiveness, Assurance, Empathy and Tangibles. Here the value of the SERVQUAL scale (5, 4, 3, 2, and 1) is counted as the weight. Beside I have selected 60 respondents in different ways to evaluate the attitude level of the customer on the basis of service characteristics. 21 questions are selected which focus this 5 dimensions. And each and every dimension I have found average position that is clear in analytical part individually. And also for my study purpose, I have taken 60 respondents as my sample in another way. Five points scale is also used here for evaluation. The maximum number under each criterion is 250 (505). The respondents expressed their answer in a 5(five) point grading scale. Any point close to 5(five) indicates the higher attitude of the customer about that criteria and any point close to 1(one) indicates the disattitude of the customer regarding the criteria. So the service level of the bank has been expressed in these five points. These five points stands for some special meaning and explanation. The statement that stands with these points are Very good, Good, Satisfactory, Average, Moderate, Poor. For external customers the average Score: 168.5(Good), and for employee section the average Score 40.83 (Very Good). However, Agrani Bank does not give individual attention to the customer. Customization is not present, and supreme quality of service is the most important part of the Agrani Bank. But they do not give quality full service as the other same commercial bank does. So it is very necessary to improve their service quality and customer management. Though the ATM machines are latest in technology but the customers are coming up with complaints regarding the ATM booths are not available in different area. Agrani Bank does not use modern equipment and technology that better satisfy customer’s needs. Most of the customers feel safe in transactions with Agrani Bank. So that it is one of the most vital or strong part for Agrani Bank. To improve the quality of service. Agrani Bank has strong organizational strength can successfully utilize the prospect and overcome its weak spot. Conducting regular Marketing Research, customization, setting sufficient ATM booths and minimization of hidden charge can be the best way to reach their broad goal.