Study on Customer Service Quality and Customer Satisfaction at Credit Card in the Context of Prime Bank Limited in Bangladesh

Abstract

Credit Card is an electronic based plastic card bearing an account number assigned to a cardholder with a credit limit that can be used to purchase goods and pay for services with a credit facility and without cash transaction. TIle Prime Bank Ltd. (PBL) has started its credit card business in 1999 through Master-card and VISA card. The report titled "Study on Customer Service Quality and Customer Satisfactiop ilt credit card. in the context of Prime Bank limited in Bangladesh is prepared with a view to provide the bank some valuable after sale infOrrn$on in this business. The broad objective of the study is to draw an overall view of the satisfaction level of the credit card user of the Prime Bank Ltd. and then identify how to improve the level, The specific focuses of the study are analysis of the satisfaction level of the card users of The Prime Bank Ltd" comparing their product and service offerings with other issuers, judgitlg cardholders' level of satisfaction, and explorip.g the opportunities and competitive advantages that can be exploited by PBL. Both primary and secondary sources of data have been used to gather the necessary information for the analyses of the studY. Primary data sources are the cardholders (convenient sample size of 77), merchant (sample size of 20) and 4 issuers namely Standard Chartered Bank (Sea), Prime Bank Limited (PBL), National Bank through questionnaire survey. In the market share analysis, at present, SCB has the highest market share of 69% with around 200,000 cardholders (as on 15th April, 05). Limited (NBL) and Dhaka Bank Limited (DBL), AU the primary data sources are reached.