A Study on

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International Journal of Marketing Studies

Vol. 4, No. 1; February 2012

Customer Perception on Service Quality in Retail Banking in
Developing Countries - A Case Study
Md. Abdul Muyeed (Associate Professor)
Department of Economics, Islamic University, Kushtia 7003, Bangladesh
E-mail: [e-mail]
Received: November 19, 2011 doi:10.5539/ijms.v4n1p116 Accepted: December 19, 2011

Published: February 1, 2012

URL: http://dx.doi.org/10.5539/ijms.v4n1p116

Abstract
The purpose of this paper is to evaluate the service quality in retail banking in the developing countries in general, and Bangladesh in particular. This is an analytical study based mainly on the primary data collected through scientifically developed questionnaire. The questionnaire has been personally administered on a sample size of 250, chosen from four banks in Bangladesh located in the northern district of Kushtia. The result indicates that customers ' perception has reached on highest in the Prompt and accuracy in transactions of the bank and lowest in the service of modern equipment and décor. Due to the increasing competition in retail banking, customer service is an important part and bank must give their due attention to the customers ' perception about service quality.
Keywords: Service quality, Developing country, Bank, Retail banking, Bangladesh
1. Introduction
Commercial banks—assaulted by the pressures of globalization, competition from non-banking financial institutions, and volatile market dynamics—are constantly seeking new ways to add value to their services
Because financial services compete in the marketplace with generally undifferentiated products, service quality becomes a primary competitive weapon (Stafford, 1996). Currently technological changes are causing banks to rethink their strategies for services offered to both commercial and individual customers (Hossain and Shirely,
2010). Moreover, banks that excel

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