Customer satisfaction with banking services and its estimation

Abstract

The increased competition in the banking sphere influences not only price but also non-price competition methods implementation. Marketing strategies focus on maximum customer satisfaction. Special attention is paid to corporate clients. The goal of this research is to determine the way for assessing the level of corporate customer satisfaction with banking services, and the intra-bank procedure for such assessment implementation. The author of the paper considers the methods employed to estimate customer satisfaction based on the analysis of advantages and disadvantages of these methods. In the paper, the results of the study performed using Lambin method are presented; this method was modified to overcome the drawbacks of selecting the aspects and deviations of the assessment of their variability. The practical applicability of the method was proven, and the possibility of its employment in the intra-bank procedure of assessing the level of corporate customer satisfaction was shown. The obtained results can be useful not only for banks in general, but they also can be applied by managers of different branches and operational offices for monitoring, timely detecting and correcting problem areas related to cooperation with corporate clients.