Customers Satisfaction on the Retail Banking Sector in Bangladesh: A Case Study in City Bank Limited

  • Mostofa Jaman Shourov
  • Abidur Rahman Talukder
  • Md. Lutfor Rahman
Keywords: Retail Banking, Service Quality, Customer Satisfaction


Nowadays competition among company to the company very serves, but most of the companies present nearly the same product or service with their competitors. To comprehend from competitors a firm need or offer superior services. Customer satisfaction is now one of the important key factors in the business sector. When it comes to banking sector customer satisfaction level is differentiated to one bank to another, thus measuring customer satisfaction is awfully important. without satisfied customers, the bank cannot exist. This work focus on the customer satisfaction in the retail bank on city bank limited. This research is conducted to affirm customer expectation on retail banking, which is decisive for the growth of the company.


[1] Aurora S, & Malhotra M. (1997). Customer satisfaction: A comparative analysis of public and private sector banks. Decision, 24(1-4), 109-130.
[2] Edwin MG & Fathima S. (2011). Impact of service quality in commercial banks and customer satisfaction: An empirical study. International Journal of Multidisciplinary Study, 1(6), 19-37.
[3] Jamal A, & Naser K. (2002). Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking. International Journal of Bank Marketing, 20(4), 146-160.
[4] Cronin, J. & Taylor, S. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68
[5] Frost, A. F. & Kumar, M. (2001). Service quality between internal customers and internal suppliers in an international airline. International Journal of Quality & Reliability Management 18(4), 371-386.
[6] Parasuraman, A., Zeithaml V. A., & Berry L. L. (1985). A conceptual model of service quality and its implication for future research. Journal of Marketing, 49(4), 41-50.
[7] Uppal RK. (2010). Customer complaints in banks: Nature, extent & strategies to mitigation. Journal of Economics & International Finance, 2(10), 212-220.
[8] Heskett, James L., W. Earl Sasser, Jr., & Leonard A. Schlesinger. (1997). The service profit chain: How leading companies link profit and growth to loyalty, satisfaction, and value. New York: The Free Press.
[9] Jacobs FA., Latham CK., & Lee C. (2002). The relationship of customer satisfaction to strategic decisions. Journal of Managerial Issues, 10(2), 165-182.
[10] Jham V. & Khan KM. (2008). Determinants of performance in retail banking: Perspectives of customer satisfaction ad relationship marketing. Retrieved on July 11, 2008. From:
[11] Ramani, D. (2007). Innovative internet banking- emerging issues and challenges. E-Business, The ICFAI University Press, 29-35.
[12] Luo, Xueming & C.B. Bhattacharya. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70, 1-18.
[13] Schay BW., Gowing MK., Caldwell JA., & Payne SS. (2000). A model customer satisfaction survey and opportunity. The Public Manager, 29(1), 30.
[14] Shah Minal, et al. A study of customer satisfaction towards service provided by employees of public banks using servqual model with reference to Durg-Bhilai region. International Journal of Management and Social Sciences Research, 2(8), 71-77.
How to Cite
Mostofa Jaman Shourov, Abidur Rahman Talukder, & Md. Lutfor Rahman. (2018). Customers Satisfaction on the Retail Banking Sector in Bangladesh: A Case Study in City Bank Limited. International Journal of Engineering and Management Research, 8(5), 151-155. Retrieved from