Abstract:
After careful evaluation of the customer service quality by the private commercial banks of Bangladesh, following major recommendations are suggested in this article:
1. Recognizing 'Quality' problem- identifying the problem area for the banks
2. Selling the idea of 'Quality' to the internal audience (staff)
3. Creating a 'Customer focus and care' culture
4. Developing customer-oriented measures to improve quality
5. Improving the physical evidence
Supporting these recommendation are the following findings and conclusions drawn from an observation of 100 random customers selected from 5 major commercial banks in Bangladesh using the SERVQUAL method.
The survey revealed that customers prioritized 'Responsiveness' as the most important dimension of service quality. The tangible stood second in priority followed by Reliability, Assurance and empathy respectively. Empathy towards customers is not a widely practiced phenomenon as it was the lowest of the five dimensions with a score of 6.15. Customers ranked HSBC as the best among the selected banks with an overall service quality score of 7.4 while EBL was rated worst with an overall service quality score of 6.25
