A Conceptual Framework for Understanding Customer Satisfaction in Banking Sector: The Mediating Influence of Service Quality and Organizational Oath

Abstract

With the economic intensification of a country is on accelerating mode, role of banking industry is also important in this growth. In a hyper-competitive market all commercial banks in Bangladesh are faced with challenges of retaining the existing and attracting new customers. The aim of the research is to take the opinions of different peoples in Rajshahi city, Bangladesh about the service quality in different commercial banks. Samples of 51 customers who have their bank account with different commercial banks having operations in Rajshahi city are selected on convenience basis. This paper presents an original survey in the banking sector of Rajshahi City, Bangladesh. To achieve the main goal of the research, the authors of the paper developed questionnaire designed for bank clients. After going for long analysis we have found that five factors playing important role in order to make customer happy regarding the banking services. Therefore, customer satisfaction is the key for many banks to stay alive in competition. JEL Code: M1, M0, M31