TO

OUR
PRESENTATION ON
Customer Satisfaction Towards
the Service Quality of Commercial
Bank (Exim Bank Ltd.)
Customer Satisfaction toward the Service quality of
Commercial Industry
Introduction :

Service quality and customer

satisfaction are inarguably the two
core concepts that are at the crux of
the marketing theory and practice.
In todays world of intense
competition, the key to sustainable
competitive advantage lies in
delivering high quality service that
will in turn result in satisfied
customers (Shemewll et al., 1998).
Through this we understand what
customer expect from the bank
service and their expectation level.
 Customer Satisfaction toward the Service quality of
Commercial Industry
Objective:

The main objective of this study is to

find out the Customer Satisfaction
towards the service quality of Service
Industry (Exim Bank Ltd). Service gap,
Literature Review:

Service.
Customer Satisfaction.
Service Quality.
Five Dimension of Service
Quality.
Gap Model of Service
Customer Satisfaction toward the Service quality of
Commercial Industry
Service:
An act of helpful activity,
Intangible products such as
accounting, banking, cleaning,
consultancy, education,
insurance, expertise, medical
treatment, or transportation.
Customer Satisfaction:
Kotler (2000) defined satisfaction as:
a persons feelings of pleasure or
disappointment resulting from
comparing a products perceived
performance (or outcome) in relation
to his or her expectations.
 Customer Satisfaction toward the Service quality of
Commercial Industry
Service
Quality:
Zeithaml & Bitner (2003: 85) states that:
"Service quality is a focused evaluation that
reflects the customer's perception of specific
dimensions of service: reliability,
responsiveness, assurance, Empathy,
tangibles. Satisfaction, on other hand, is more
inclusive: it is influenced by perceptions of
service quality, product quality, and price as
well as situational factors and personal factors.
Customer Satisfaction toward the Service quality of
Commercial Industry
 Customer Satisfaction toward the Service quality of
Commercial Industry

SERVQUAL Dimensions

Tangibles: Appearance of physical facilities, equipment,

personnel, and communication materials.

Reliability: Ability to perform the promised service dependably

and accurately.

Responsiveness: Willingness to help customers and provide

prompt service.

Assurance: Knowledge and courtesy of employees and their

ability to inspire trust and confidence.

Empathy: Caring, individualized attention the firm provides its

customers.
A GAPS MODEL OF SERVICE QUALITY
 Customer Satisfaction toward the Service quality of
Commercial Industry
GAP 1

Customer
Expectations

Key Factors:
Insufficient marketing research
Inadequate use of marketing
research
Lack of interaction between
management and customers
Insufficient communication between
contact employees and managers
Lack of
Management Upward
Perceptions of Communication
Customer Expectations

A. Parasuraman,
 Customer Satisfaction toward the Service quality of
Commercial Industry

GAP 2

Management
Perceptions of
Customer Expectations

Key Factors:
Inadequate management commitment
to service quality
Absence of formal process for setting
service quality goals
Inadequate standardization of tasks
Perception of infeasibility -- that
customer expectations cannot be met

Service
Quality
Specifications
A. Parasuraman
 Customer Satisfaction toward the Service quality of
Commercial Industry
GAP 3
Service
Quality
Specifications

Key Factors:
Lack of teamwork
Poor employee - job fit
Poor technology - job fit
Lack of perceived control (contact personnel)
Inappropriate evaluation/compensation system
Role conflict among contact employees
Role ambiguity among contact employees

Service
Delivery

A. Parasuraman,
 Customer Satisfaction toward the Service quality of
Commercial Industry
GAP 4

Service
Delivery

Key Factors:
Inadequate communication between
salespeople and operations
Inadequate communication between
advertising and operations
Differences in policies and procedures
across branches or departments
Puffery in advertising & personal selling
Lack of
External Horizontal
Communication
Communications
to Customers

A. Parasuraman,
 Customer Satisfaction toward the Service quality of
Commercial Industry

The main objective of this

study is to find out the
Customer Satisfaction
towards the service quality of
Exim Bank Ltd. service
Datagap,
Analysis Methods:
Data was analyzed using Excel
Software. Collected data were
analyzed and presented in the form
of bar diagram, pie chat etc.
Different types of software like, Ms-
Word, Excel etc. are used to prepare
the assignment
Customer Satisfaction toward the Service quality of
Commercial Industry

Reliability
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5 Observed service quality
0 Expected service quality

Observe service quality Expected Service quality

Mean 2.67 4.83

Median 1 5
Mode 4 5
Customer Satisfaction toward the Service quality of
Commercial Industry

Assurance
5

4.5

3.5

2.5 Observed service quality

Expected service quality
2

1.5

0.5

0
Can staff provide service without fumbling around?
Observe service quality Expected Service quality
Mean 2.67 4.6
Median 3 5
Mode 4 5
 Customer Satisfaction toward the Service quality of
Commercial Industry

Tangibles
6

3 OBSERVE SERVICE QUALITY

EXPECTED SERVICE QUALITY

0
When there is a problem, does the organization respond to it quickly?
Observe service quality Expected Service quality
Mean 2 4.5
Median 1 4.5
Mode 2 5
 Customer Satisfaction toward the Service quality of
Commercial Industry

Empathy
6

0
When there is a problem, does the organization respond to it quickly?
Observe service quality Expected Service quality
Mean 2 4.5
Median 1 4.5
Mode 2 5
 Customer Satisfaction toward the Service quality of
Commercial Industry

Mean SERVQUAL Score

RELIABILITY
32%

TANGIBLES 11%

RESPONSIVENES
S EMPATHY 16%
22%

ASSURANCE
A. Parasuraman,
19% 18
Customer Satisfaction toward the Service quality of
Commercial Industry

Median SERVQUAL Score

EMPATHY; 14%
Reliability ; 29%

ASSURANCE; 29%

Tangibility; 14%

RESPONSIVENESS; 14%
Customer Satisfaction toward the Service quality of
Commercial Industry

Median SERVQUAL Score

EMPATHY; 14%
Reliability ; 29%

ASSURANCE; 29%
Tangibility; 14%
RESPONSIVENESS; 14%
 Customer Satisfaction toward the Service quality of
Commercial Industry

Findings:
 Customer Satisfaction toward the Service quality of
Commercial Industry

Recommendation :