Central European Business Review 2013, 2(4):15-23 | DOI: 10.18267/j.cebr.60

Customer Satisfaction and Loyalty: A Case Study from the Banking Sector

Hasebur Rahman
Md. Hasebur Rahman, Assistant Professor, Department of Business Administration, Pabna University of Science and Technology, Pabna-6600, Bangladesh, hasebur7208@yahoo.com

Delivering superior service quality to customers in today's business environment is very crucial and important due the stiff competition in the local and international markets. The ability to provide high service quality will strengthen the image, enhance retention of customers, attracting new potential customers through customer satisfaction and loyalty. This study investigates the customer satisfaction and loyalty relationship in terms of basic service, advanced service employed by Jamuna Bank Limited and customer perceptions regarding cost and prestige of receiving banking service of the concerned bank. The study reveals that there is a significant relationship observed among advanced service, cost & prestige and customer satisfaction. There is an insignificant relationship observed between basic service and customer satisfaction and finally a positive significant relationship observed between customer satisfaction and customer loyalty relationship.

Keywords: Customer satisfaction; customer loyalty; basic service; advanced service
JEL classification: G21, M3

Received: August 25, 2013; Revised: December 2, 2013; Published: December 31, 2013  Show citation

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Rahman, H. (2013). Customer Satisfaction and Loyalty: A Case Study from the Banking Sector. Central European Business Review, 2(4), 15-23. doi: 10.18267/j.cebr.60
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