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Factors Affecting the Service Taker’s Satisfaction towards the Service Quality of Banks: A survey of clients in the northern region of Bangladesh

Author

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  • Hiren Chandra Mahonta

    (MBA in Marketing, Hajee Mohammad Danesh Science and Technology University (HSTU), Dinajpur, Bangladesh)

  • Tarannum Islam

    (Lecturer, Department of Marketing, Hajee Mohammad Danesh Science and Technology University (HSTU), Dinajpur, Bangladesh.)

Abstract

The main purpose of the study was to identify factors that affect service taker’s satisfaction with various banks in the northern region of Bangladesh. Both primary and secondary sources were explored for data collection. Necessary data were collected from 200 respondents. A structured questionnaire with 5 point Likert scale had been used to collect data. Data had been analyzed by using SPSS software. Different statistical tools were used which were compatible with our research such as reliability analysis, Frequency Distribution, Cross-tabulation, Multiple Regression Analysis, Hypothesis Testing, and Factor Analysis. The findings of the study revealed the most important factors that affect the service taker’s satisfaction. The study suggested that there was a strong effect of independent variables on the dependent variable. Unstandardized coefficients indicated how much the dependent variable (Service taker’s satisfaction) varies with the independent variable (15 factors) when all other independent variables are held constant. Thus alternative hypothesis was accepted and the null hypothesis was rejected. The study was based on the relatively small sample size (200) from the northern region of Bangladesh, which may not reflect the whole scenario of Bangladesh. The results of the study will be helpful to the bank authority and other stakeholders to determine customer demand and also help to formulate better policies to satisfy existing customers and attract the new customer.

Suggested Citation

  • Hiren Chandra Mahonta & Tarannum Islam, 2020. "Factors Affecting the Service Taker’s Satisfaction towards the Service Quality of Banks: A survey of clients in the northern region of Bangladesh," International Journal of Science and Business, IJSAB International, vol. 4(8), pages 1-12.
    • Handle: RePEc:aif:journl:v:4:y:2020:i:8:p:1-12
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    References listed on IDEAS

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    2. Brady, Michael K. & Robertson, Christopher J., 2001. "Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study," Journal of Business Research, Elsevier, vol. 51(1), pages 53-60, January.
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