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Service Quality effects on Customer Satisfaction: A case study on Trust Bank Limited /
An Internship Report Submitted to the Department of Business Administration in
Management Studies Bangladesh University of Professionals for Degree of Bachelor of
Business Administration Prepared By Md. Rafiqul Islam Id- 16241070 Supervised by Dr.
Ziaur Rahman Associate Professor Bangladesh University of Professionals April 2020
Letter of Transmittal 21st April 2020 Dr. Ziaur Rahman Associate Professor Bangladesh
University of Professionals Mirpur Cantonment. Dhaka-1216. Subject: Internship Report
on “Service Quality effects on Customer Satisfaction: A Case Study on Trust Bank Ltd.”

Dear Sir, I am hereby submitting my Internship Report, which is a part of the BBA
Program curriculum. It is great achievement to work under your active supervision. It
gives me immense pleasure to place the same before you which is the significant
requirement of the completion of BBA Program. I made every endeavor to prepare this
report and tried my level best to accumulate relevant and insightful information. It was a
great experience for me to work in Trust Bank Limited. I have tried to make the report
vivid and comprehensive within the scheduled time and limited resources.

I shall be highly obliged if you are kind enough to receive this report and provide your
valuable judgment. It would be my immense pleasure if you find this report useful and
informative to have an apparent perspective on the issue. Sincerely, ……………………………….
Md. Rafiqul Islam ID: 16241070 Declaration or Statement of Authorship I hereby declare
that except where specific reference is made to the work of others, the contents of this
paper are original and have not been submitted in whole or in part for consideration for
any other degree or qualification in this, or any other University. This dissertation is the
result of my own work and includes nothing which is the outcome of work done in
collaboration, except where specifically indicated in the text. Md.
Rafiqul Islam April 2020 Acknowledgement At the beginning, I would like to express my
sincere gratitude to Almighty for empowering me to prepare the report within the
scheduled time. First, I want to thank my faculty supervisor Dr. Ziaur Rahman, Associate
Professor, Bangladesh University of Professionals who has provided me with suggestions
for making this Final Internship Report. I also convey my gratitude and cordial thanks to
the management and officials of Trust Bank Limited who have given me the opportunity
to work with them and helped a lot by providing the information and assisting me to
prepare this report.

I have received their generous help and support. I would like to take the opportunity to
express my wholehearted gratitude to my fellow friends, near and dear ones who
offered encouragement, information, inspiration and assistance while constructing this
report. I also convey my gratitude to the contributors whose articles and publications
helped me to enhance my knowledge and contributed significantly to prepare this
paper. Certificate of Supervision of Research This is to certify that Md.

Rafiqul Islam has worked under my supervision in preparing the report entitled “Service
Quality Effects on Customer Satisfaction: A case study on Trust Bank Limited” submitted
in fulfillment of the requirement for the award of the degree of Bachelor of Business
Administration in the Department of BBA in Management Studies, Bangladesh
University of Professionals. This report is prepared with sincerity and dedication carried
out by Md. Rafiqul Islam alone and to the best of my knowledge. Supervisor Dr. Ziaur
Rahman April 2020 Department of Business Administration in Management Studies
Bangladesh University of Professionals Abstract Table of Contents List of
Tables/Illustrations/Figures Figure 3.1: Corporate Structure of Trust bank Limited Figure
3.2: Corporate level hierarchy of Trust Bank Limited Figure 3.3: Branch Level Hierarchy of
Trust Bank Limited Figure 3.4: Retail Banking Services of Trust Bank Limited Figure 3.5:
Retail Loan Structure of Trust Bank List of Acronyms FAVP SAVP SPO PO JO TBL FOREX
SOD OD CD ATM
Chapter 1- Introduction 1.1 Introduction Banks are an important factor in a country’s
economy. They play an important role in maintaining order in the economy.

The economic development of a country hinge on the development of the banking

sector. Creating new capital, providing a loan, handling foreign trade are some functions
of a bank. Now a day’s banks both providing traditional banking and expanding the
menu of financial services, banks are making the untouchable service touchable for their
customers. The moving and expanding role of banking has made the banking industry
more complex and competitive. The internship is a part of the Bachelor of Business
Administration (BBA) program that provides on-the-job experience to students.

The main objective of an internship program is to make students use their academic
knowledge in the professional sector and gather practical knowledge before joining the
field. I was placed at Trust Bank Limited as an internee. I was working in the General
Banking Department, so I had direct interaction with the customers. It was my very first
on-the-job experience and provided me with learning growth and knowledge in several
areas. As an employee of the bank, broadened my knowledge and the perception about
the operations conducted by a bank. 1.2 Rationale of the study This paper is an attempt
to analyze how service quality affects customer satisfaction of The Trust Bank Ltd.

Bank customers are those who take services from the bank. Trust Bank Limited is a
commercial bank operating in Bangladesh. Its focused customers are defense personnel,
to provide banking services to them. But it is also providing its services to civilian.
Providing superior services to its customer is very important for retention and keep
customers loyal to the organization so that they do not switch the bank. This paper
identifies the factors that affect the customer satisfaction. 1.3 Objectives of the study
There are two objectives of this study. They are primary and secondary objectives. 1.3.1

Primary Objectives The primary objective of this study to find out the service quality and
its relationship to customer satisfaction among the customers of the Trust Bank limited
based on five service dimensions: Reliability, Assurance, Tangibles, Empathy,
Responsiveness. 1.3.2 Secondary Objectives Secondary objectives are: To present an
overview of The Trust Bank Ltd. To know about the service factors that affect customer
satisfaction To know overall activities of the general banking division To give some
recommendations for further improvement of the service quality of Trust Bank Limited
1.4

Internship Experiences Chapter 3 – Organization Overview 3.1 Organization Profile

Organization Name: Trust Bank Limited Ownership Structure: Public Limited Company.
Corporate Structure: Figure 1 Corporate Structure of Trust bank Limited / Figure 1
Corporate Structure of Trust bank Limited Core Businesses: Trust Bank Limited are
proving these services: Retail Banking SME Banking Islamic Banking Corporate Banking
International Banking E-Services Hierarchy: Hierarchy is such arrangement to show the
members of organization according their ranks and authority.

Here is the hierarchy of Trust Bank Limited: Corporate level:

Figure 2 Corporate level hierarchy of Trust Bank Limited Branch Level: / Figure 3 Branch
Level Hierarchy 3.2 History of Trust Bank Limited Trust Bank has been operational in
Bangladesh since 1999. It is one of the most important private commercial banks having
a wide spread of banking network. They have- 110 branches across Bangladesh 199
ATMs (ATM services launched in 2005), 20000+ Pay Points and 65 POS in 55 branches
Started providing services through online in 2007 Workforce of more than 2000 people.

Over a million of customers ranging corporates, small businesses, institutional and

government clients. Launched ‘T-cash’ to provide Micro Finance banking service. It is the
first bank in Bangladesh that is sponsored by the Army Welfare Trust (AWT). With a wide
range of modern corporate and consumer financial products and has achieved public
confidence as a sound and stable bank. 3.3 Vision and Mission Statement Vision Build a
long-term viable financial institution through financial inclusion and deliver best value to
all stakeholders with the maximum level of compliance.

Mission Statement Long term sustainable progress – expanded business with strong risk
management. Financial inclusion – bring unbanked population into banking network
through low cost and technology-based service delivery. Accountable to all stakeholders
– customers, shareholders, employees and regulators. Highest level of compliance and
transparency at all levels of operation. 3.4 Objectives of Trust Bank Limited Playing a
vital role in the national economy is the prime objective of the Trust Bank Ltd. Other
objectives are: The prime objective of Trust Bank Limited is to play a vital role in the
national economy.

To serve each one promptly and with a sense of dedication and dignity is a motto of
Trust Bank Limited. Other Objectives of Trust Bank Limited is as follows- Providing the
best services to every client through focused and organized efforts and strict
professional approach. To create a cordial, concentrated and strong banker-customer
relationship by dispensing quick and improved clientele services. To diversify and to
widen the overall operations and activities.

Ensuring highest use of the professional workforce through enhancement of their

aptitude and competence. To render innovative, customized and cost-effective financial
solutions to its clients. Responding to the need of the time by participating in
syndicated large loan financing with like-minded banks of the country, thereby
expanding the area of investment of the bank. Elevating the image of the Bank at home
and abroad by sustained expansion of its activities. To establish a strong presence in the
market. 3.5 Retail Banking Services Retail banking is providing banking services to the
general public.

It is a convenient way for every consumer to manage their fund, access to loan, deposit
fund. It can be called as ‘One Stop Shop’ that means it ensures maximum financial
activities completed on the behalf of individual clients (Majaski, 2020). Objectives of
retail baking are: To extend credit facility. To improve standard of living of mass people.
To introduce and keep on collateral free credit operation. To diversify credit portfolio. To
boost purchasing power of fixed income group To participate in the socio-economic
development of the country According to the services Trust Bank is offering, their
product and services is divided into three categories: Deposit Products Loan Products
Card Service Figure 4 Retail Banking Services of Trust Bank Limited / 3.5.1

Deposit Products Retail banking of trust bank consists of their wide range of products
such as current savings account, fixed deposit account, trust money double scheme,
smart saver scheme, Lakhopoti scheme and so on. These are pointed out below: Current
Deposit Account: Current deposit account is the net flow of current transaction with no
restriction, including services but zero interest. This is available for both Individual and
Corporate bodies. Joint account and minor account can be opened (under the
supervision of their guardian). Saving Deposit account: A saving account meant to
promote the habit of saving among the people.

Choose from a different range of savings accounts that allow customers to withdraw
their funds at any time for easy, convenient banking. The initial deposit for opening a
savings account is 2,000 Tk and the interest rate is now 6%. Fixed Deposit Account: A
fixed deposit account is for those investors who deposits a fixed amount of money for a
fixed period and receives a fixed interest with the deposited amount. Features: FDR can
be operated for 1 Months, 3 months, 6 months, 12 months and above. Automatic
renewal facility at maturity. Loan facility against FDS to meet urgent financial needs.
Customer may avail loan facilities against FDS as security.

Trust Money Double Scheme: (TMDS): Trust Money Double Scheme turns customers
savings into double over the 3,5,7,10 years period. This product is particularly for the
customers who have already saved a substantial amount of money and now want to
make secured investment to double the savings. Currently this scheme gives 8.0%
interest on its deposit amount. Suppose your deposit amount is 1,00,000 after 5.5 years
you will get 2,00,000. Trust Smart Savers Scheme (TSSS): An account holder can
subscribe this scheme. The features of this scheme are: Choice of Tenure is available for
3, 5, 7 and 10 Years.

Auto Debit Instruction for installment No need to come at Bank for the installment.
Current interest rate 8.0 % 3.5.2 Retail Loans Credit facilities can broadly offer into three
groups such as corporate, Retail, SME and Retail department deals with individual
clients. In trust bank retail loan is offered to defense personal and general personals.
Defense personal does not require head office approval. Moreover, for general personal
bank provides HO approval and offers secured and unsecured loan.

These classifications are shown below: Figure 5 Retail Loan Structure of Trust Bank /
Secured Loans: Secured loan means debt backed or secured by collateral to reduce the
risk associated with lending such as car loan, house loan and SOD. These classifications
are described below: Car Loan: In this scheme interest rate always fixed. Basically, loans
are offered for new car and reconditioned Car loans. Moreover, banks offer maximum
70% loan and other 30% of the car price should be paid by the customer.

Features: Equal Monthly Installments via Standing Order Loan Amount max 2 Million for
individual 20% down payment Required Minimum age limit is 25 and maximum age
limit of the debtor is 60 years; in exceptional case, MD can relax the age limit up to any
age depending on the merit of the case. Loan should be distributed within 45 days of its
approval. Home Loan: House Nibash Loan is for individual to build or purchase home/
apartment for own use or for let out purpose. In this scheme interest rate is fixed. Trust
bank also provide apon nibsh loan for non- resident Bangladeshi (NRB). Age limit is
upto 60 years. SOD: Savings Overdraft Overdraft (OD): In this case, the customer can
over draw from his/her current account.

There is a limit of overdraw, which is set by the bank. A customer can with draw that
much amount of money from their account. For this there is an interest charge on the
over draw amount. This facility does not provide for everyone, the bank will provide only
those who will fulfill the requirement. It means that only real customer can get this kind
of facility. Interest Rate is 13.50%. SOD (General): Advance allowed to individual/firm
against financial obligation (i.e. lien of FDR/PS/BSP etc.) and against assignment of work
order for execution of contract works fall under this.

This advance is generally allowed for definite period and specific purpose. It is not a
continuous credit. Interest Rate is 16.00% Unsecured Loan: Unsecured loan is obtained
without the use of property as collateral. Borrowers generally must have high credit
ratings to be approved for an unsecured loan. Moreover, unsecured loan can be
personal (doctor’s loan) or loan against salary (travel loan). Some unsecured loans are
described below: Doctor’s Loan: Doctor’s Loan is a loan which provides professional
Doctor to support their small-scale purchase of different medical equipment, tools and
small machineries for installation of their chamber/hospital/clinic.

This is partially secured product, security being the commodity acceptable form of quasi
cash securities available in the market. In addition, we believe this particular product is
of an inherently safe nature because the target customers are the established doctors of
the society. Education Loan: Education Loan facilitates financial needs for higher
education purpose. This is an unsecured loan because no additional security is arranged
against these loans. Age limit for borrower is 25 to 60 years and minimum income level
should be 15,000 Tk.

Marriage Loan: Marriage Loan is a loan facility offered by the Retail Banking Division to
facilitate money for marriage purpose for Bangladeshi people. This loan is offered to the
persons who have stable monthly income. It is a clean or unsecured loan in the sense
that there is no cash security taken against the loan. Consumer Durable: Consumer
Durable Loan facilitates middle class people to purchase different household items like
Television, Refrigerator, A/C, Washing Machine, Computers and other household
furniture etc for personal use. 3.5.3

Cards Trust Bank Ltd offers 4 types of cards: credit card, debit card, prepaid card and
proprietary Card. One can carry card is just like carrying cash in shops and restaurants
with more safety with 24/7 hours withdrawal facilities. And some account benefits are
like absolute fraud protection against unauthorized use and offline, retail protection and
extended warranty coverage on purchases and so on. Classifications of cards are given
below: Figure 6 Classification of Card Service of Trust Bank Limited / Debit Card: This
card can be used without a secret code (PIN) in departmental stores, shopping centers
or restaurants, petrol pump or even for paying phone bills. Customers can withdraw
cash from their account through ATM using this card. Credit Card: Trust Bank has Visa
credit cards both local and international to serve its existing and potential valued
customers.

To increase reliability of using cards SMS alert is being offered to customers for monthly
credit card statement and for every transaction. Thrust Bank Limited offers four types of
credit cards. These are described below: Visa Gold Local, Visa Dual gold International,
Visa dual classic international, Visa Classic local. Prepaid Card: A Prepaid Card has a pre-
determined monetary value loaded onto it. Trust Bank offers an exciting range of
Prepaid Dual Currency Cards. Trust Bank Prepaid Dual Currency Card can be used at any
ATM displaying VISA Logo for withdrawal of cash and at any POS displaying VISA Logo
for purchase of goods & services within Bangladesh.
However, all the transactions are to be authorized by the system electronically. Prepaid
card is safer than carrying cash and more convenient than writing cheques. Proprietary
Cards: Eligibility for this card is one must be Bangladeshi, and age should be 18 years &
above. Moreover, customers must have a Current account with Trust Bank. ATM Cash
Withdrawal - 24x/7 Cash withdrawal facility from any Q-cash, OMNIBUS & DBBL
network ATM. (Daily ATM cash withdrawal limit BDT. 50,000.00 within 4 transactions).
Other features are: a.       Account balance inquiry from ATM. b.      Personal
Identification Number (PIN) change facility. c.       Mini statement inquiry from ATM.
Chapter 4 – Literature Review 4.1

Service Quality Service quality is regarded as an important tool for a firm’s effort to
differentiate itself from its competitors (Ladhari, 2008). Service feature has received a
great deal of consideration from both academicians and specialists (Rakshit, 2009).
Service marketing literature defined service quality as the overall valuation of service by
the customer (Eshghi, et al., 2007). Companies can deliver services with better quality
levels probably resulting in increased customer satisfaction. They can achieve this by
defining service quality (Guo, et al., 2008).

Service quality basically the difference of what customers expect from the firm and what
they actually perceive through the performance of the firm (Akroush , 2007). Service
quality is the result of the comparison that customers make between their expectations
and perceptions (Gronroos, 2007). Expectations of the customers act as a base for
estimating service quality. When performance exceeds expectations then quality is high,
on the other hand, when performance does not meet the expectations, it is low quality
(Athanassopoulos, et al., 2001). In nature, service dimensions are both technical and
functional.

Customer’s overview of the service dimension results in a perceived service. It is very

important to mention here that, service quality is not only measured as the end results
but also on how it is provided in the course of service process and its final effect on
consumer’s perceptions (Duncan & Elliott, 2004). Service quality possesses a strong
connection with customer satisfaction, manufacturing costs, financial performance,
customer retention, customer loyalty, and successful marketing strategy (Cronin , et al.,
2000).

Service quality considered a strategic component in the marketing plan of the firms
operating in the service sector (Spathis , et al., 2004). A higher level of - service quality,
customer satisfaction, can be achieved through better service quality. Also, by providing
better service, firms can maintain a positive competitive advantage in the industry
(Meuter, et al., 2000). 4.2 SERVQUAL To measure service quality, there are number of
instruments available and SERVQUAL is a familiar model (Ladhari , 2009).

It is an assumption based on the comparison among the customer belief that what
quality of service should be provided by the service provider and the actual service
received, it is perceived service quality of customer (Gronroos, 2007). SERVQUAL deals
with five service quality dimensions. They are: 1.      Reliability 2.      Assurance 3.     
Tangibles 4.      Empathy 5.      Responsiveness The tangible elements handle the
availability of physical facilities, equipment, and personnel. Reliability is the competence
of the service provider to perform a service reliably and correctly. Responsiveness is
concerned with the eagerness of service providers to help customers and provide quick
services.

Assurance means customers can trust the service provider’s employees. Empathy is
tailored care and attention that the customer receives from service delivery
(Parasuraman, et al., 1988). The application of SERVQUAL in the banking sector has
shown some results. By applying SERVQUAL in the Cyprus banking sector, three
dimensions were identified that affects service quality; tangibles, reliability, and
responsiveness-empathy. Because of insufficient factor loadings, assurance was
disregarded (Arasli, et al., 2005).

But the same model applied in the Chinese banking sector, six dimensions were found;
tangibles, reliability, responsiveness, assurance, empathy 1 (understanding of needs) and
empathy 2 (suitable operating hours) (Lam , 2002).  4.3 Services Quality in Banking
Sector In the time 21st century, service sector is more competitive than ever before.
Banking sector is no different as service is the most important factor in this industry.
Banks nowadays need to be of world-class standard, committed to excellence in
customer’s satisfaction and to play a serious role within the growing and diversifying
financial sector (Guo, et al., 2008).

There has been an interesting change within the way of banking in a previous couple of
years. Customers from all around the globe want quality services from banks. With
various choices available, customers aren't willing to set up with anything but the
simplest. Banks have recognized the necessity to satisfy customer’s desires.
Consequently, service quality may be a critical motivating force to drive the bank upon
the technology ladder. The banking system may be a demand-driven industry, which
represents a crucial part of the industry (Newman & Cowling, 1996).

Banks need to redefine their corporate image to highlight service quality as it offers
many advantages to a business like allowing the corporate to differentiate itself from its
competitors. It can be done by increasing sales and market shares, providing
probabilities for cross-selling, improving customer relations that lead to enhancing the
company image, reliability, responsiveness, credibility and communication leads to the
satisfaction and retention of consumers and employee, thus reducing employee
turnover (Newman & Cowling, 1996) 4.4 Customer Satisfaction in Banking Sector
Customer satisfaction is one of the most important factors for sustain in the long run
success.

Organizations can outperform their competitors by offering superior service that will
ensure customer satisfaction. It will also help organizations to keep or increase market
share (Tsoukatos, & Rand, 2006). When someone has something or achieved something,
it causes satisfaction (Magesh, 2010). It is an act of fulfilling a need, desire, demand or
expectation. Customers evaluate their expectations about a specific product or service
and its actual advantages.  Customer’s feelings and beliefs also affect their satisfaction
level. Satisfaction or dissatisfaction is a measure or evaluation of a product or service’s
ability to meet a customer’s needs or expectations (Zeithaml, 2009).

Overall satisfaction is a result of the evaluation of a set of experiences that are related to
service providers. If organizations concentrate on customer expectations, it results in
greater satisfaction. Loyalty is important, customers will be loyal when the organization
can fulfill the expectations. It is a positive factor for the organization as it brings more
profit, growth in the market share and increases the customer base (Karatepe, et al.,
2005). Constant measurement of satisfaction level is essential in an organized manner as
a satisfied customer is a real asset for an organization that confirms long-term
profitability even in the time of great competition (Chakravarty, et al.,

1996) Satisfied customers repeat their experience to buy the products and generate new
customers by communicating a positive message about it to others. On the other hand,
disappointed customers may switch to other products/services and communicate
negative messages to others. Customer satisfaction is a set of outcomes attached to
customer’s experience regarding any product or service (Solomon, 1998). Thus,
organizations must make sure that the customer is satisfied regarding their offerings. 4.5

Relationship between Service Quality and Customer Satisfaction Quality and customer
satisfaction have long been known for playing a critical role for success and existence in
today's competitive industry. About the relationship between customer satisfaction and
service quality, service quality would be predecessor to customer satisfaction regardless
of whether these concepts were cumulative or transaction specific (Oliver, 1993). To
relate customer satisfaction and service quality, researchers have been more specific
about the meaning and measurements of satisfaction and service quality.
Both satisfaction and service quality have some things in general, but satisfaction
typically is a stronger concept. Service quality concentrates specifically on dimensions of
service (Wilson, et al., 2016). Although it is indicated that other factors such as price and
product quality can affect customer satisfaction, perceived service quality is an element
of customer satisfaction (Zeithaml & Bitner, 2002). Wilson, et al. (2016) said following:
“Service quality is a focused evaluation that reflects the customer’s perception of
reliability, assurance, responsiveness, empathy and tangibility while satisfaction is more
inclusive and it is influenced by perceptions of service quality, product price and quality,
also situational factors and personal factors”.

The relationship between service quality and customer satisfaction is turning out to be
crucial with the risen level of perception among bank customers, demographic
characteristics should be measured by the bank managers to know their customers
(Sureshchandar, et al., 2002). 4.6 Study Framework As the objective of the study is to
find the impact of service quality on customer satisfaction thus the framework of the
study is given based on five dimension of service quality: / Study Hypothesis: Based on
objectives and literature review, 5 hypotheses were developed for this study. They are:
H1: Tangibility has a positive effect on customer satisfaction. H2: Responsiveness has a
positive effect on customer satisfaction. H3: Reliability has a positive effect on customer
satisfaction.

H4: Assurance has a positive effect on customer satisfaction. H5: Empathy has a positive
effect on customer satisfaction. Chapter 5 – Methodology 5.1 Methodology 5.1.1
Sampling Method and Sample Size: As the study is about measuring service quality of
Trust Bank Limited, the population included are the clients of this bank. In this study 110
respondents of different banks have been selected by using convenience sampling
method. Chapter 6 – Research Findings and Analysis 6.1 Research Findings Findings of
the study are given in the following sections 6.1.1

Descriptive Statistics The total respondents were 101. The percentage of females and
males is 30.70% and 69.30% respectively. Most of the respondents have savings
account of the bank (50.50%). 30.70% of respondents reported having an income level
of 0-15000Tk, the least frequency was 100000+ level having only 9.90%. Most of the
respondents staying with the bank for personalized services (35.60%), the least
frequency was for ‘wide branch network’ only 12.90%.  56.40% of respondents hold a
good positive impression towards the bank and 52.50% of respondents are satisfied
with the service of the bank. 6.1.2

Demographics Demographic factors of the respondents are shown in Table 1: Table 1

Demographic of Respondents Demographic Frequency Valid Percentage Cumulative
Percentage Part A: Gender Male 70 69.30% 69.30% Female 31 30.70% 100.00% Total
101 100.00% Part B: Income Level 0-15000 TK 31 30.70% 3100.00% 15000-30000 TK
27 26.70% 5800.00% 30000-50000 TK 21 20.80% 7900.00% 50000-10000 TK 12 11.90%
9100.00% 100000+ TK 10 9.90% 10100.00% Total 101 100.00% Part C: Account Type
Savings 51 50.50% 50.50% Current 27 22.80% 72.80% Fixed 23 26.70% 100.00% Total
101 100.00% Part D: Reason for Staying with the Bank Personalized service 36 35.60%
35.60% Wide branch network 13 12.90% 48.50% Customer Service 24 23.80% 72.30%
Internet Banking 28 27.70% 100.00% Total 101 100.00% 6.1.3

Measurements Here are the results of the answers of the respondents of the
questionnaire were set according to 5 dimensions of the service quality are shown in
Table 2 and the results of the customer satisfaction factor are shown in Table 3. Table 2
Customer Service in terms of Service Dimension No. Measure Variables Frequency
Percentage Assurance 1 The bank can provide customers the services as promised.
Strongly Disagree 2 2.00% Disagree 4 4.00% Neutral 20 19.80% Agree 52 51.50%
Strongly Agree 23 22.80% 2 The bank can provide accurate service to customers.
Strongly Disagree 3 3.00% Disagree 7 6.90% Neutral 17 16.80% Agree 46 45.50%
Strongly Agree 28 27.70% 3 The bank can honor their commitments. Strongly Disagree
4 4.00% Disagree 7 6.90% Neutral 19 18.80% Agree 46 45.50% Strongly Agree 25
24.80%
Customer Satisfaction Measure Variables Frequency Percentage 1 I will recommend
others to avail the service of the Trust Bank Strongly Disagree 3 3.00% Disagree 6
5.90% Neutral 22 21.80% Agree 57 56.40% Strongly Agree 13 12.90% 2 I am
satisfied with the overall service quality of Trust Bank. Strongly Disagree 3 3.00%
Disagree 6 5.90% Neutral 18 17.80% Agree 53 52.50% Strongly Agree 21 20.80%
Reason for Staying with the Bank Personalized service 36 35.60% 35.60% Wide branch
network 13 12.90% 48.50% Customer Service 24 23.80% 72.30% Internet Banking 28
27.70% 100.00% Total 101 100.00% 6.2

Analysis Carefully relating the response across various co-relation, it could be found out
the factors change in relation to one another. Independent results would mean that the
measures are unrelated. Whereas a strong correlation would support the hypothesis in
alignment to the SERVQUAL model, that the five dimensions of SERVQUAL are present
in this case and prove that service quality leads to customer satisfaction. The key
benchmark here is the satisfaction perceived through the experience delivered by the
bank and whether users suggest others to avail the service of the bank. The analysis
uses two tailed correlation with -1.0 and +1.0 as lower and upper limit respectively.

Table 4 Correlation analysis based on the SERVQUAL model Supported Hypotheses

Dimensions Variables
Pearson Correlation .695** .672** Sig. (2-tailed) 0.000 0.000 N 101 101 Staffs have
the enthusiasm to understand customer needs. Pearson Correlation .660** .737** Sig.
(2-tailed) 0.000 0.000 N 101 101 Staffs consider customer needs in the first place.
Pearson Correlation .701** .588** Sig. (2-tailed) 0.000 0.000 N 101 101 H1
Tangibility The equipment of the bank is enough and visible for customers’ usage.
Pearson Correlation .581** .648** Sig. (2-tailed) 0.000 0.000 N 101 101 The bank
facilities and designs make customers feel comfortable Pearson Correlation .533** .623**
Sig. (2-tailed) 0.000 0.000 N 101 101 H2 Responsiveness Staff can understand
customers’ needs.

Pearson Correlation .641** .651** Sig. (2-tailed) 0.000 0.000 N 101 101 Staff can
provide customers precise personal services. Pearson Correlation .619** .634** Sig. (2-
tailed) 0.000 0.000 N 101 101 From the table above it can be concluded that there is
strong co relation in most cases surveyed H1: Tangibility has a positive effect on
customer satisfaction. = .581, .533 & .648, .623 H2: Responsiveness has a positive effect
on customer satisfaction. = .641, .619 & .651, .634 H3: Reliability has a positive effect on
customer satisfaction. = .530, .632 & .554, .590 H4: Assurance has a positive effect on
customer satisfaction = .546, .624, .525 & .617, .669, .573 H5: Empathy has a positive
effect on customer satisfaction. = .695, .660, .701 & .672, .737, .588 The range is from
-1.0 to +1.0

as stated earlier, any results more than .5 would mean positive co-relation among the
calculated variables. All the results calculated here are significantly higher than .5. So,
therefore, all the hypotheses are valid. Chapter 7 – Discussion and Summary of Findings
7.1 Discussion This study shows the interrelationships among service quality, customer
satisfaction of Trust Bank Limited. The five SERVQUAL dimensions have a positive effect
on customer satisfaction of the Trust Bank. And managers need to keep providing these
good positive service qualities to the customers for maintaining and improving brand
image and keep customers loyal.

The SERVQUAL was found to be a significant factor t measure predict customer

satisfaction. These five factors are very important to customers. From the results,
Tangibility has a positive effect on customer satisfaction, this can be explained by the
physical facilities, equipment of the bank. Customers evaluate them to decide whether
they are satisfied or not. Responsiveness is also a key factor in customer satisfaction. The
eagerness of the bank to help and deliver prompt services is very important to the
customer assessment of banks. The results show that responsiveness has a positive
effect on customer satisfaction.
Customers are pleased with the individual services offered and service personnel.
Reliability also affects customer satisfaction. Customers feel secured while they make
a transaction with the bank. Customers are also satisfied with the prompt service by the
staff of the bank. Based on the results, assurance has a positive effect on customer
satisfaction. Customers perceived that the bank is delivering the services as promised
and providing better services. Empathy has also a positive effect on customer
satisfaction.

Most of the customers feel that the staffs of the bank understand their problems and
have the required knowledge to solve the problems. When customers go to the bank to
take services, they feel that the staff prioritizes them in the first place. Overall
satisfaction of the customers of the Trust Bank leads to customer loyalty. This comes
from the value perceived by customers. The performance of the Trust Bank requires
communication with a customer, which indicates to an emphasis on employee relations
and customer service to attain corporate goals. 7.2

Practical Implication Based on the study, customers hold a positive image of the Trust
Bank, but continuous improvement is needed for maintaining a competitive edge. One
managerial aspect is that manager needs to ensure that staff can provide services
according to the needs of the customers. The staff made the connection between the
organization and customers. Necessary training and development are needed for
flexibility and it can serve as a key motivational tool (Cook, 2008).

For a better understanding of the customers, a good structure of services including

skills, knowledge, and attitudes can be implemented so that employees can provide
superior service to the customers. Information exchange is critical to realize changing
customer needs and behaviors so that banks can modify products for individuals.   7.3
Further Study Further study should concentrate on large sample size as this study only
include 101 customers from 1 million total customers of Trust Bank.

This study only includes individual customers, further study can be conducted with the
inclusion of corporate customers. A comparison study can be conducted with a
comparison between the customer satisfaction of the Trust Bank and with the customer
satisfaction of other banks. A broader study can be conducted like measuring customer
satisfaction of the banking industry of Bangladesh.  Chapter 8 – Conclusion and
Recommendation 8.1 Conclusions Customer satisfaction is a critical business
requirement.

Customer value is an asset to the organization. While quality service is essential in

today’s competitive market. The objective of this study was to find out the effect of
service quality to the satisfaction of the customers. From the findings, the research
objectives were accomplished by classifying the factors of service quality as
responsiveness, tangibility, reliability, assurances and empathy. By evaluating the
influence of service quality on Customer satisfaction of Trust Bank Limited, it is
experiential that out of five service quality all the five dimensions have positive effect on
the satisfaction of the customers.

The study also established that the combination of tangibility, dependability, openness,
guarantee and empathy together have significant effect on customers loyalty and
customers are willing to refer the service to others. Therefore, service quality has
positive result on customer satisfaction. These two variables should work hand in hand
to ensure accomplishment and existence of the organization. The study accomplished
that quality service is a key factor to satisfy customers. In the world of global economy,
banking sector needs has become more diverse and exotic than ever before. So, Trust
Bank should focus on service quality to fulfill their customers’ requirements in every
dimension of service quality. 8.2

Recommendations In this section, a list of recommendations has been presented based

on the findings of the survey conducted on customers of Trust Bank Limited. In relation
to the findings, the study came up with following recommendations: ( Bank is a service-
oriented organization, hence providing continual training to the staffs on matters like
politeness, protocol and communication skills while dealing with customers. ( Since bank
is a customer-oriented organization, hiring possibly best human resource is a must.

And for this reason, the bank should look for energetic, passionate employees who
would like to deal with customer and will try to solve customer problems in an effective
manner. Only then the bank can make sure superior customer services and enjoy the
benefit. ( The bank can set itself as a market leader in customer service by going beyond
the conventional way of dealing with customers, such as, having tailored working hour
for every client, delivering and accepting payment as per the suitability of the customer
in times of struggle of the customer, which hardly other competitors provide. It will
benefit the bank to keep the existing customer very well.

( In order to recollect the present customers and to improve service quality, constantly
maintaining error-free transaction is required, since bank accounts and statistics are very
sensitive for each client. ( The management needs to improve quality services so that
they can satisfy customer’s needs. The bank needs to give a lot of attention on the
customer objections in order satisfy the customer’s expectation. Individual care should
be provided to customers so that they can know their needs and satisfy them. ( The
administration of the bank should regularly operate research activities so that they can
keep a steady progress of customer satisfaction level.

Regular research should also be directed to find out customer hopes about various
service features. As customer expectations and satisfaction are not constant figures,
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