CUSTOMERS PERCEPTION AND SATISFACTION OF SERVICE QUALITY OF AGRANI BANK LIMITED

Abstract

The banking sector of Bangladesh is becoming competitive day by day. Today customers are now becoming increasingly conscious of their rights and are demanding ever more than before. This study attempted to understand the customers’ perceptions on different service quality dimensions while dealing with this bank. The broad objective of the report is to know about the customers’ perception and satisfaction of service quality of Agrani Bank Ltd. Specific objective of this report is, to know about the customers’ reliabilit y, customers’ responsiveness, customers’ assurance, customers’ empathy and customers’ tangibles on service quality of Agrani Bank limited. Then analyze the customers’ satisfaction of service quality of Agrani Bank ltd. To make recommendations for improving the quality of different services provided to the customers by Agrani Bank limited. The study was conducted based on both the primary and secondary sources of information. The nature of the research is a descriptive research. I made a detailed questionnaire for my survey. For conducting my research total sample size was 200. I took the use of descriptive statistics. Input the data into MS Excel and got the output of those data. I had use MS Excel and word to get my desired outputs. To satisfy these customers, the management can take some attempts. I have come up with some points, which can improve the efficiency as well as quality of the service. Agrani Bank ltd. need to give more emphasize on their service quality because survey shows customers are very much quality oriented in Banking than ever before. To retain their customers and make them loyal Agrani Bank ltd. should be give some exclusive offering. It can be different types of loan and lower interest for loan, increase the interest rate for deposits. By considering the those recommendations the Agrani Bank can improve their service quality and satisfied their customers with effectively and efficiency and makes them loyal customers of Agrani Bank ltd. Considering the volume of operation and limitations of resources and proper management the bank is doing better than many modern banks. If it is possible for the bank management to provide recommended services, the perception of the customers will be positive about the service quality of the Agrani Bank