Level of customer satisfaction at Premier Bank Ltd & way to improve it

Abstract

Premier Bank, one of the renowned Banks among third generation banks, enacted in our country in 10th June, 1999.From that time this financial institution is providing superior services in our country and it has 44 branches all over the country. They are providing SMS banking, on-line banking, and evening banking facilities for providing quality and ease services to its customers. Profitability of this bank is also remarkable and it has increased year by year which is remarkable. Narayangonj branch is one of the profitable branches of Premier Bank and it is always counted among 10 profitable branches of Premier Bank. It is basically an advanced based branch rather than deposit based. Number of customers of Narayangonj branch is very low but it has some particular corporate clients who are very loyal to the bank. Level of satisfaction of customers of this branch is high and customer’s perception toward service quality is higher than their expectations. It implies that employees of this branch are very responsive and reliable even though customer’s face some problem while dealing with the bank like- manpower problem, scarcity of machines, insufficient cash, credit card problem, lower quality customer services and others many problems. Some effective steps should be taken for the betterment or upgrading of such a crucial service. To gain major market share the bank should improve its customer service also they will have to give a lot of efforts to marketing program. Because most of the customers are unaware about the facilities that Premier Bank is providing. Only after that Premier Bank will be able to enhance and improve its image nationally & internationally.