Project Report on Measuring Customer Satisfaction in General Banking: A Case Study on Mutual Trust Bank

Abstract

The present report, entitled Measuring Customer Satisfaction in General Banking: A Case Study on Mutual Trust Bank explores the customer satisfaction score regarding the services at the Mutual Trust Bank (MTB). Bangladesh banking industry has become very competitive, and customer satisfaction is key to retaining customers as well as securing long term success of the industry. This paper is mainly aimed at evaluating the quality of the services provided by MTB, some factors influencing customer satisfaction, and some suggestions on how the services can be better. The research deploys SERVQUAL model that scales five dimensions of service quality that consist of tangibles, reliability, responsiveness, assurance and empathy. The dimensions have been measured and evaluated by the help of a structured questionnaire provided to 30 customers of MTB. Findings indicate that there are issues that are appropriately covered by the bank such as security and friendliness whereas in certain aspects, e.g. the responsiveness and the reliability of its services, there are huge gaps. The researchers found that the improved presentation of quality of service in different departments of the MTB perceptions related to the hygiene and professionalism of the facility, and the lateness of receiving night services were mentioned by the clients. Also, the existing work done by the bank within the sphere of digital banking and the overall customer connectivity was defined as being inadequate, especially regarding the attraction of the younger customer demographic. As a result of these findings the report proposes some direction to improving customer satisfaction. Some of these are the improved mobile banking, which provides uniformity in all its branches, the training of its employees to work more responsibly, and systems that provide individual customers with personalized financial services owing to their needs. As these areas will be hit, the 2MTB will be able to increase the level of customer retention and stay competitive in the marketplace. In conclusion, the current report illuminates the core considerations of customer satisfaction in the context of how the concept is applied at MTB and provides such action measures that would help the bank enhance the provision of its services and their retention of customers.