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Quality Assessment of Banking Services Based on the Analysis of Customer Satisfaction

2021; Academic Publishing House Researcher; Volume: 12; Issue: 3 Linguagem: Inglês

10.13187/er.2021.3.122

2224-0136

A. Hashid Abdul Wahed,

Customer churn and segmentation

The goal of all service providers, including banks, is to provide tailor-made and customerfriendly services.As financial service providers, and in particular, banks, operate in a nondifferentiated environment, service quality is recognized as the first weapon of competition.Customers guarantee the survival of banks, and what has an effect on this process is their trust in these banks.The main purpose of this research is to investigate customer satisfaction and banking services.The statistical population in this research is the customers of commercial banks in Mazar-e-Sharif city and in order to achieve the study goal, the study adopted a survey research design and employed a stratified random sampling.Primary data was collected using structured questionnaires and analyzed quantitatively.The influence of Tangibility, Reliability, Responsiveness, Assurance, Empathy, and Trust on banks' customer satisfaction was examined by multivariate linear regression.The empirical findings show that Tangibility, Reliability, Responsiveness, Assurance, Empathy, and Trust have a significant and positive relationship with a p-value < 0.05 to the dependent variable customer satisfaction.The main purpose of this research is to identify and determine the factors affecting customer satisfaction from the banking services offered by commercial banks in Mazar-e-sharif.