Customer’s perception on commercial banks, a case study!

As most realize, the most important area where customer service plays a huge role is at banking areas. Banking sells their name and gain customer’s trusts only through customer service. In most banks, empathy is shown more, and that has become one aspect of their marketing activities.

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In one of the case studies research written by Santhi Appannan, Barathy Doraisamy and Teoh Xin Hui from AIMST University, Malaysia, it is proved that commercial banks need to prove their empathy and customer care standards in order to satisfy their customers. In this case study, the banks that are research upon are Public Bank in Malaysia, CIMB and Maybank. The main objective of this study is to identify customer’s perception on the service quality dimensions in commercial banks in Butterworth, Penang. The results show that the most important service quality practice on customer’s overall satisfaction is responsiveness as it is perceived as a dominant service quality. The results also reveal that the service quality such as attentive, flexibility, communication, friendliness and responsiveness are positively and significantly influencing the customer’s perception.  This finding reinforces the need to start improving service quality of banks in order to attract more customers in future. (Abstract is taken from http://www.savap.org.pk/journals/ARInt./Vol.4(5)/2013(4.5-45).pdf)

This case study clearly proves that as of the dominant service quality with more coming towards the dimension of customer care can bring about satisfaction to their customers. Nothing can work without service, especially in financial or banking industries. 

For more details on Consumer Behavior, please contact:

KIRTI PARKASH

+62 21 8378 3288

kirti.parkash@frontlinerinc.com