In this modern era, getting customer attention or
satisfying customers seems to be a challenge faced by multiple banks. I would
like to conduct a survey on the factors that affects customers’ satisfaction
among banking sector. Nowadays, banks come up with some fresh, innovative, and
well-being marketing strategy to be on par with their competition. The ultimate
purpose is to satisfy the customer needs.

Kotler (2000) defines the term “Customer
satisfaction” as ‘a person’s feeling of pleasure or disappointment
resulting from comparing a product’s perceived performance (or outcome) in
relation to his or her expectations.’ Putting it differently, customer
satisfaction leads to customer loyalty and eventually affects the profitability
of the product, Hallowell (1996). If customers are satisfied with an exquisite
service/product offered after using it, it is expected that the customer will
continue to engage in repeatable transaction or even try on multiple line
extensions and thus a significant growth in their market share.

The importance of the customer satisfaction can be
seen through the slogan “the customer is always right” (Fecciková,
2004). If the customers are satisfied then they will be loyal with the
organization and the customers who are dissatisfied with the service will
express it with others regarding their behavior (Zeelenberg & Pieters,
2004). The negative behavior of the customer will affect or worse, jeopardize
the financial profits of the organization. Consumers can convey their negative
feedbacks to other customer, in result affect the reputation of the
organization in a negative manner, whereas a good service delivery will spread
the information by “word of mouth” and will positively impact the
reputation of the organization (Babin & Harris, 2012). A research study has
revealed that an unsatisfied customer will convey his feelings and bad
experience to nine other people (Hoffman & Bateson, 2010). This negative
“word of mouth” can be very devastating for the reputation of the
organization and its profits (Hussain, Al Nasser, & Hussain, 2014).

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This study was conducted to identify the factors that
affect customers’ satisfaction among banking sector particularly from age of 18
to 65. The problem statement is “what are the factors that affect the
satisfaction of the banking industry?”


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