The service quality means to customer’s satisfaction, which leads to customer loyalty, considerable practitioner interest has focused on programs to improve service quality. Customer perception is very important factor to measure service quality. This paper aims to assess customers perception on the different dimensions of service quality such as responsiveness, tangibility, assurance, empathy, reliability and the overall service quality in Standard Chartered bank, the top banking service provider in Bangladesh. This paper also tries to identify the gap between customers’ expectations and perceptions on the bank’s service quality. Finally, some suggestions have been offered to improve the service towards the customers by the authority of Standard Chartered Bank. Keywords: Service, Customer, Quality, Dimension & Bangladesh. Introduction:
Standard Chartered Bank has a history of over 150 years in banking and is in many of the world’s fastest growing markets. It has an extensive global network of over 1,200 branches (including subsidiaries, associates, and joint ventures) in 56 countries in the Asia Pacific Region, Africa, the United States and the United Kingdom. As one of the world’s most international banks, Standard Chartered employs over 44,000 people, representing 89 nationalities, worldwide. Serving both consumer and wholesale banking customers, the bank combines deep local knowledge with global capability to offer a wide range of innovative products and services as well as award winning solutions. Standard Chartered Bank is committed to be the right partner to all the stakeholders by living its values in its approach to managing its people, exceeding expectations of its customers, making a difference in the communities that operate in and working with its regulators. The bank is trusted across its network for its standard of governance and corporate responsibility. Standard Chartered Bank started its business in Bangladesh in 1948, operating its first branch in the port city of Chittagong. The bank increasingly invested in people, technology and premises as its business grew in relation to the country’s thriving economy. AT the bank have 6 offices in Dhaka, Chittagong, and Sylhey, including the country’s only offshore banking unit inside the Dhaka Export Processing Zone at Savar. Extensive knowledge of the market and essential expertise in a wide range of financial services underline strength to build business opportunities for corporate and institutional clients at home and abroad. Continuous upgrading of technology and control systems has enabled the bank to offer new services, which include unique ATMs and Phone Banking. Excel banking is a recently introduced package of Standard Chartered Bank’s product development department. The objective is to create another segment of customers who have more than 1.5 million taka in the bank. The other segments are the general banking and the priority banking. General customer is a customer who has less than fifteen hundred thousand taka in the bank. Priority customers are basically business customers who have transaction above 3.5 million taka. There are additional benefits and services offered to these particular segments do not receive. An excel customer has his/ her own personal financial consultant (PFC) in a particular branch and a teller customer to get service from. The bank finds the potential customers from the database it has. However, the personal financial consultants are asked by the bank to bring new customers. Relationship marketing is used when the excel bankers ask the excel customers introduce new clients. The basic motive behind the segmentation is to provide quality service to the deserving customers. Literature Review:
The Standard Chartered Bank PLC is an international banking and financial services group that is incorporated in the U.K. with its headquarters in London. It...
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