In the modern competitive environment, the pursuit of service quality is now considered to be an essential strategy. Offering a superior product is no longer sufficient, as firms in the 21st century economy compete on a much broader platform. In terms of the banking sector, service quality has become an increasingly important factor for success and survival (Cui, Lewis, & Park, 2003). Provision of high quality service aids in meeting several requirements such as customer satisfaction and its consequent loyalty and market share, soliciting new customers, improved productivity, financial performance and profitability (Collet, Lancier, & Olliver, 1990; Julian & Ramaseshan, 1994; Lewis, 1989, 1993; Llosa, Chandon, & Orsingher, 1998). It has also become an important research topic because of its important relationship to corporate marketing and financial performance. In the current study the researcher intends to find out the customer service performance of Prime Bank Limited and also compare the performance with other private sector banks. The Prime Bank Limited is a national banking group that is incorporated on the 12th February, 1995 as a consequence of relentless and decided efforts of a group of entrepreneurs having excellence of experience exposure in the different fields of industry, trade and commerce of Bangladesh. To prepare a specific and precise analysis on service quality performance, the researcher will consider the SURVQUAL model proposed by Parasuraman, Zeithaml, and Berry (1988) which consists of five key dimensions like reliability, responsiveness, assurance, empathy, and tangibles.
1.2 Origin of the Study
This report has been prepared as a requirement of the internship program of School of Business, North South University (NSU). The organization attachment started on 24 January 2010 and ended on 24th April 2010. This project on “Comparative Analysis of Customer Service Quality of Prime Bank Limited with other Private Commercial Banks” is assigned by Kazi Tozammel Huq, Assistant Vice President, Motijheel Branch, Prime Bank Limited (PBL) and it was approved by institution supervisor Mr. Muntasir Alam, Lecturer, School of Business, North South University (NSU).
1.3 Purpose of the Study
The purpose of the study is to make a comparative analysis of customer service quality of Prime Bank Limited with other private commercial banks. This study attempted to understand the customer perceptions on different service quality dimensions while dealing with these banks. The purpose is also to make recommendations for improving the quality and soundness of different services provided to the customers by Prime bank Limited.
1.4 Statement of the problem
In the current study, the researcher will use five important dimensions like reliability, responsiveness, assurance, empathy, and tangibles to find out the customer service quality of Prime bank Limited and thus compare the service quality with other private commercial banks in Bangladesh. The problem statement, then, is stated as follows: The current study will identify the customer service quality of Prime bank Limited considering key dimensions such as reliability, responsiveness, assurance, empathy, and tangibles and compare the performance with other private commercial banks in Bangladesh.
1.5 Research Methodology
1.5.1 Research design
As the purpose of this study is to make a comparative analysis of customer service quality of different private commercial banks, therefore descriptive research was undertaken to fulfill the main purpose of the study.
The current study will compare the customer perceptions of service quality of Prime Bank Limited with the private commercial banks such as Dhaka Bank Ltd, Southeast Bank Ltd and Mercantile Bank Ltd under five key dimensions like tangibles, reliability, responsiveness, assurance, and empathy. This research will use a descriptive study to discover the...