EVALUATION OF CUSTOMERS’ PERCEPTION ABOUT SERVICE DIMENSIONS OF PRIVATE COMMERCIAL BANKS IN DHAKA, BANGLADESH

Abstract

The financial sector in Bangladesh is dominated by the commercial banking system. The system consists of four nationalized commercial banks, around forty private commercial banks, nine foreign multinational banks and some specialized banks. The National Bank LTD, which started its operation in 1983, was the first private sector bank fully owned by the entrepreneurs of Bangladesh. After that the country has witnessed the growth of a number of private banks. Though traditionally the general customers feel safe in doing banking with public sector banks, private banks gradually attract the attention of the customers by offering innovative products and convenient service. The aim of the present research is to explore the experience of the customers with different dimensions of the private bank services. Factor analysis and the subsequent stepwise multiple regression identified three factors, namely aptitude of employees, products and online services, and account opening formality contributing satisfaction to customers.

Key words: private banks, service dimensions, product offerings, satisfaction, financial sector

For full paper: fmscresearch@sjp.ac.lk