Online ISSN: 2520-4521 | Print ISSN: 2522-6606
Volume 4 Number 12 December 2020
SERVQUAL MODEL FOR MEASURING CUSTOMER SATISFACTION: AN ANALYSIS OF QUANTITATIVE DATAPages: 117-125
Authors: Md. Mobarak Karim
In the globalization era the customers are the major assets of every organization. In order to meet these challenges, the banking industries or any business organization is ensuring quality for measuring satisfaction level of customer. Service quality is the crucial factors of enlightening the customer’s satisfaction in most organizations. The main objective of the study is to find out the influence of service quality on customer satisfaction. This study is based on primary data and the questionnaire method is being used and the questionnaire was distributed among different customers in the organization. Target population was the customers of the organization. The service quality model included questions that are covering the five dimensions of the service like tangibility, responsiveness, assurance; reliability and empathy. Convenience sampling techniques were used for this study. The data was gathered by using self-administered questionnaire and the participation was voluntary. The study found out that the customers are aware about tangibility, responsiveness, assurance; reliability and empathy in the organization that helps to create satisfaction level of the customers. The study suggested that organization should consider raising awareness among the customers about the product or services through advertising and promotion rather than word-of-mouth communication.