Practices of Service Quality Dimensions in the Banking Service: A Case of Bank Asia Ltd.

Abstract

Service quality is a measure of how an organization delivers its services compared to the expectations of its customers and the competing company’s services. A company with high quality can offer services that match or exceed its customers’ expectations, as well as the service quality and standard of its close competitors. This report is the outcome of an internship at the Research and Strategy Division of Bank Asia, which focuses on the service quality of its financial services to its clients. The purposes of this report are multifaceted, including the highlights of the current service quality of Bank Asia Ltd., the practices of service quality dimensions, and the areas where necessary actions are to be taken for improvements. From a broader perspective, this study combined the knowledge of various sources along with the results generated from the study with Bank Asia Ltd. and represented the factors affecting the quality of services at the bank. The report features the way Bank Asia embraces the challenge of competing in the banking industry, and the objective is to offer good customer service.

Along with the conceptual side of the factors related to expertise in banking services, it also includes the physical evidence, assurance, responsiveness, and empathy factors that the customers use to evaluate how they perceive them. The report also describes Bank Asia's activities in terms of training and the usage of either already existing or possible technologies.

The report perfectly describes my internship activity and the impact I've made on the Research and Strategy Division of Bank Asia. It stresses that the bank is devoted to outstanding customer service and gives a set of actions that should be taken in the future to improve customer service. These actions are designed to increase client satisfaction and loyalty; hence, Bank Asia will always be at the forefront of the banking industry.