Service Quality
Variables and Customer Satisfaction at A Nepalese Commercial Bank
Shiva Raj Ghimire1*,
Research
Scholar, Sunrise University, Alwar, Rajsthan, India,
Department of Management/Assistant Professor of Management,
Tribhuvan University, Saraswati Multiple Campus, Kathmandu, Nepal.
https://orcid.org/0009-0002-7952-1097
Dr. Nirdosh Agarwal2
Supervisor,
Sunrise University, Alwar, Rajsthan, India,
Department of Management/ Professor of Management/Director
of HR Institute of Science and Technology, HR Group of Institutions, India.
[(Email: nirdoshagarwal01@gmail.com )
https://orcid.org/ 0009-0004-7119-7039
Corresponding *
Received: April 11, 2024; Revised & Accepted: June 10, 2024
Copyright: Authors (2024)
This
work is licensed under a Creative
Commons Attribution-Non Commercial 4.0 International License.
Abstract
Customer
satisfaction is a critical component of banking strategy, which reflects
customer sentiment towards an organization's offerings, emphasizing emotional
attachment over mere satisfaction. This research investigates customer
satisfaction in commercial banks of Kathmandu Valley in Nepal. The study
conducted a descriptive cross-sectional study using a quantitative research
design, explicitly targeting 380 general customers of commercial banks in
Kathmandu Valley through convenience sampling. Participants received a
semi-structured questionnaire via email in Google Forms, encompassing inquiries
on demographics, banking habits, and customer satisfaction. Data analysis was
performed using SPSS version 20, and a p-value below 0.05 was considered
statistically significant. The investigation found that the study population
appears to be young, as 46.6% of the participants are in the 18–30 age range
and predominantly male (56.6%). Most respondents (88.4%) hold accounts with
private banks. Among those experiencing ATM service-related problems, 45.5%
encountered them most frequently. Despite this, overall customer satisfaction
remains high. Customers are notably content with the bank's reliability,
including timely service and accurate record-keeping. Conversely,
dissatisfaction mainly stems from communication issues, particularly regarding
timely interest rates and service updates. Customer satisfaction is
significantly influenced by service quality factors such as reliability,
responsiveness, empathy, assurance, and communication. These findings highlight
the necessity of addressing service challenges to enhance customer satisfaction
and service quality within Nepal's banking sector.
Keywords:
Customer satisfaction, Nepalese commercial bank, service quality
Introduction
Customer
satisfaction is a dynamic reflection of customer sentiment towards an
organization's offerings, emphasizing emotional attachment over mere
satisfaction (Upadhyay, 2017). In today's increasingly competitive environment,
customer satisfaction is critical to banking strategy. Bank management must
identify quality dimensions and improve service quality to satisfy customers.
Banks compete with their counterparts and non-bank financial institutions in
today's fiercely competitive banking landscape, rendering customer satisfaction
a potent instrument for securing strategic advantage and longevity (Hull, 2002;
Shrestha, 2018).
Nepali
commercial banks compete for superiority by maximizing deposits, building
customer trust, and emphasizing customer satisfaction, loyalty, and retention
through competitive interest rates and high-quality services, attracting and
retaining a diverse customer base (Shrestha, 2018). Ha, and Jang (2009) argue
that service failure arises when customer expectations are unmet, stressing the
impact of customer satisfaction on repeat purchases and customer loyalty in the
modern business landscape. Banks can gauge the success, potential, and standing
within industries by assessing satisfied customers and identifying areas that
require refinement and improvement (Pradhananga, 2014).
However,
achieving satisfied customers is a gradual process that demands patience and
substantial effort rather than overnight. Lamichhane (2018) underscores the
importance of reliability, assurance, tangibility, empathy, and responsiveness
in customer satisfaction, particularly highlighting the strength of tangible,
assurance, and empathy factors, while Ghimire (2021) identifies empathy as the
most influential service quality factor, followed by reliability, assurance,
responsiveness, and communication (Ghimire, 2021; Lamichhane, 2018). Thus, this
study aimed to investigate customer satisfaction in commercial banks of
Kathmandu Valley in Nepal.
Methodology
The study
utilized a descriptive research design with cross-sectional data employing a
quantitative research approach, selecting 380 general customers of commercial
banks in Kathmandu Valley through convenience sampling. Participants received a
semi-structured questionnaire via email in Google Forms, encompassing inquiries
on demographics, banking habits, and customer satisfaction. Data analysis was
performed using SPSS version 20, and a p-value below 0.05 was considered
statistically significant. Descriptive statistics were employed to depict
participant demographics and customer satisfaction, including mean, standard
deviation, and percentages. Bivariate analysis, aligned with research
objectives, utilized a Chi-square test to identify associated factors.
Results
and Discussion
Table 1
Respondent’s Profile
|
Characteristics |
Frequency (N) |
Percent (%) |
|
|
Customer's
age |
18-30 |
177 |
46.6 |
|
31-40 |
75 |
19.7 |
|
|
41-50 |
75 |
19.7 |
|
|
50 and above |
53 |
13.9 |
|
|
Gender |
Male |
215 |
56.6 |
|
Female |
165 |
43.4 |
|
|
Marital
Status |
Married |
224 |
58.9 |
|
Single |
156 |
41.1 |
|
|
Ethnicity
|
Brahmin/ Chhetri |
273 |
71.8 |
|
Adibashi/ janajati |
78 |
20.5 |
|
|
Dalits |
17 |
4.5 |
|
|
Muslim |
5 |
1.3 |
|
|
Others |
7 |
1.8 |
|
|
Religion
|
Hinduism |
323 |
85.0 |
|
Buddhism |
35 |
9.2 |
|
|
Christianity |
10 |
2.6 |
|
|
Islam |
5 |
1.3 |
|
|
Others |
7 |
1.8 |
|
|
Educational
level |
Illiterate |
4 |
1.1 |
|
Primary Level |
4 |
1.1 |
|
|
Secondary Level |
36 |
9.5 |
|
|
Bachelor |
155 |
40.8 |
|
|
Masters and above |
181 |
47.6 |
|
|
Occupation
|
Private employee |
128 |
33.7 |
|
Government employee |
121 |
31.8 |
|
|
Business |
44 |
11.6 |
|
|
Farmer |
7 |
1.8 |
|
|
Health worker |
19 |
5.0 |
|
|
Self-employed |
31 |
8.2 |
|
|
Foreign employment |
6 |
1.6 |
|
|
Labor |
11 |
2.9 |
|
|
Others |
13 |
3.4 |
|
|
Annual
Income of Family (average) |
Less than 1 Lakh |
62 |
16.3 |
|
1-10 Lakh |
236 |
62.1 |
|
|
More than 10 Lakh |
82 |
21.6 |
|
|
Type of Bank |
Private |
336 |
88.4 |
|
Public |
44 |
11.6 |
|
|
Types of
account |
Saving |
360 |
94.7 |
|
Fixed
Deposit |
3 |
0.8 |
|
|
Current |
17 |
4.5 |
|
|
Main Reason to Select a Bank |
The
high-interest rate on deposit |
31 |
8.2 |
|
Low service
charge |
16 |
4.2 |
|
|
Comprehensive
branch network/Location |
73 |
19.2 |
|
|
Efficient,
reliable, and fastest services |
110 |
28.9 |
|
|
Public image
of the bank |
51 |
13.4 |
|
|
Recommendations
from friends and relatives |
58 |
15.3 |
|
|
Personal
relationship |
30 |
7.9 |
|
|
Others |
11 |
2.9 |
|
|
Major problem
faced from bank while receiving services |
ATM
Service |
173 |
45.5 |
|
Employees
behavior |
41 |
10.8 |
|
|
Opening/Closing
accounts |
64 |
16.8 |
|
|
Internet
Banking Services |
88 |
23.2 |
|
|
Others |
14 |
3.7 |
|
Source: results
from data analysis.
Table 1
presents the socio-demographic features of the study population as follows: The
majority of bank customers are aged between 18-30, with males comprising 56.6%
and females 43.4% of the population. The marital status distribution indicates
that 58.9% are married. Brahmin/Chhetri constitutes the largest ethnic group,
Hinduism is the predominant religion, and individuals with Master's degrees or
above represent the highest educational attainment. In terms of occupation,
private and government employment are prominent, while most families earn
between 1-10 Lakh annually.
The data shows
that most respondents (88.4%) have accounts in private banks, while 11.6% use
public banks. Regarding account types, saving accounts are the most common
(94.7%), followed by current (4.5%) and fixed deposit accounts (0.8%).
Respondents cited various reasons for selecting a bank, with the most prevalent
being efficient, reliable, and fast services (28.9%), followed by the
comprehensive branch network/location (19.2%) and recommendations from friends
and relatives (15.3%). When asked about significant problems faced while
receiving services: ATM service-related issues were most frequent (45.5%),
followed by Internet banking services (23.2%) and opening or closing accounts
(16.8%).
Table 2
Customer Satisfaction
|
Customer satisfaction |
Strongly Agree |
Agree |
Neutral |
Disagree |
Strongly disagree |
Mean |
Standard Deviation |
|||||
|
N |
% |
N |
% |
N |
% |
N |
% |
N |
% |
|
(S.D) |
|
|
I am
satisfied with the services provided by the bank. |
42 |
11.1 |
252 |
66.3 |
73 |
19.2 |
10 |
2.6 |
3 |
0.8 |
2.16 |
0.675 |
|
Bank forms
and slips are easy to understand and fill. |
41 |
10.8 |
273 |
71.8 |
50 |
13.2 |
15 |
3.9 |
1 |
0.3 |
2.11 |
0.640 |
|
I am
satisfied with the bank’s ATM services. |
43 |
11.3 |
141 |
37.1 |
142 |
37.4 |
48 |
12.6 |
6 |
1.6 |
2.56 |
0.907 |
|
The
performance of the bank is more than my expectations. |
15 |
3.9 |
126 |
33.2 |
183 |
48.2 |
51 |
13.4 |
5 |
1.3 |
2.75 |
0.784 |
|
Online and
mobile banking services of the banks are secure and reliable. |
44 |
11.6 |
195 |
51.3 |
122 |
32.1 |
16 |
4.2 |
3 |
0.8 |
2.31 |
0.761 |
|
The bank
provides clear and understandable bank statements. |
56 |
14.7 |
231 |
60.8 |
84 |
22.1 |
7 |
1.8 |
2 |
0.5 |
2.13 |
0.689 |
|
I can apply
for a cheque book at any branch where I find it convenient. |
53 |
13.9 |
234 |
61.6 |
61 |
16.1 |
29 |
7.6 |
3 |
0.8 |
2.20 |
0.799 |
|
I will always
be the customer of this bank. |
34 |
8.9 |
222 |
58.4 |
107 |
28.2 |
14 |
3.7 |
3 |
0.8 |
2.29 |
0.712 |
Source: results
from data analysis.
Table 2 data
presents different facets of customer satisfaction with a bank's services, each
rated on a scale from strongly disagree" to strongly agree. 66.3% of
respondents agree that they are satisfied with the bank's services, with a mean
satisfaction score of 2.16 and a standard deviation of 0.675. Similarly,
customers express positive sentiments about the ease of understanding and
filling bank forms and slips (mean = 2.11, S.D = 0.640), satisfaction with ATM
services (mean = 2.56, S.D = 0.907), exceeding performance expectations (mean =
2.75, S.D = 0.784), security and reliability of online/mobile banking services
(mean = 2.31, S.D = 0.761), clarity of bank statements (mean = 2.13, S.D =
0.689), convenience in applying for a checkbook (mean = 2.20, S.D = 0.799), and
long-term customer loyalty (mean = 2.29, S.D = 0.712). The data indicates
generally positive customer satisfaction across different aspects of the bank's
services.
Table 3
Factors contributing to
customer satisfaction and dissatisfaction in commercial banks
|
Service quality measurement
variables |
Strongly Agree |
Agree |
Neutral |
Disagree |
Strongly disagree |
Mean |
S.D |
||||||
|
N |
% |
N |
% |
N |
% |
N |
% |
N |
% |
|
|
||
|
Reliability |
The
bank provides services at the promised time. |
57 |
15.0 |
243 |
63.9 |
67 |
17.6 |
11 |
2.9 |
2 |
0.5 |
2.10 |
0.693 |
|
Employees
of the bank are sincerely handling customers' problems. |
54 |
14.2 |
221 |
58.2 |
80 |
21.1 |
23 |
6.1 |
2 |
0.5 |
2.21 |
0.776 |
|
|
The
bank provides all the services as per the agreement (promised). |
51 |
13.4 |
204 |
53.7 |
101 |
26.6 |
20 |
5.3 |
4 |
1.1 |
2.27 |
0.797 |
|
|
The
bank maintains timely and error-free records. |
39 |
10.3 |
206 |
54.2 |
102 |
26.8 |
31 |
8.2 |
2 |
0.5 |
2.34 |
0.792 |
|
|
The
bank provides accuracy in all types of transactions. |
50 |
13.2 |
229 |
60.3 |
76 |
20.0 |
18 |
4.7 |
7 |
1.8 |
2.22 |
0.801 |
|
|
Responsiveness |
Employees
of banks are willing to help customers. |
64 |
16.8 |
254 |
66.8 |
47 |
12.4 |
15 |
3.9 |
0 |
0.0 |
2.03 |
0.671 |
|
The
bank provides prompt service to customers. |
42 |
11.1 |
243 |
63.9 |
83 |
21.8 |
9 |
2.4 |
3 |
0.8 |
2.18 |
0.681 |
|
|
The
bank ensures customers are informed about when services will be performed. |
52 |
13.7 |
197 |
51.8 |
114 |
30.0 |
11 |
2.9 |
6 |
1.6 |
2.27 |
0.790 |
|
|
Employees
are ready to respond to customers' requests. |
58 |
15.3 |
219 |
57.6 |
85 |
22.4 |
16 |
4.2 |
2 |
0.5 |
2.17 |
0.751 |
|
|
The
bank provides financial advice to the customers. |
43 |
11.3 |
189 |
49.7 |
106 |
27.9 |
30 |
7.9 |
12 |
3.2 |
2.42 |
0.905 |
|
|
Empathy |
The
bank provides convenient business hours. |
58 |
15.3 |
234 |
61.6 |
67 |
17.6 |
19 |
5.0 |
2 |
0.5 |
2.14 |
0.747 |
|
The
bank provides convenient service charges. |
36 |
9.5 |
204 |
53.7 |
91 |
23.9 |
43 |
11.3 |
6 |
1.6 |
2.42 |
0.869 |
|
|
Employees
give personal attention to the customers. |
31 |
8.2 |
182 |
47.9 |
119 |
31.3 |
42 |
11.1 |
6 |
1.6 |
2.50 |
0.855 |
|
|
Employees
understand the customer’s specific needs. |
23 |
6.1 |
195 |
51.3 |
124 |
32.6 |
36 |
9.5 |
2 |
0.5 |
2.47 |
0.770 |
|
|
The
bank focuses on fulfilling customer's needs. |
35 |
9.2 |
206 |
54.2 |
111 |
29.2 |
20 |
5.3 |
8 |
2.1 |
2.37 |
0.806 |
|
|
Assurance |
Employee
behavior brings confidence in customers. |
64 |
16.8 |
244 |
64.2 |
54 |
14.2 |
18 |
4.7 |
0 |
0.0 |
2.07 |
0.705 |
|
Employees
are consistently polite and well-mannered. |
46 |
12.1 |
229 |
60.3 |
88 |
23.2 |
16 |
4.2 |
1 |
0.3 |
2.20 |
0.711 |
|
|
Employees
have the knowledge to answer customer questions. |
44 |
11.6 |
228 |
60.0 |
93 |
24.5 |
15 |
3.9 |
0 |
0.0 |
2.21 |
0.690 |
|
|
The
bank makes customers feel safe in their transactions. |
51 |
13.4 |
230 |
60.5 |
89 |
23.4 |
9 |
2.4 |
1 |
0.3 |
2.16 |
0.681 |
|
|
Customers
can easily trust the employees of their bank. |
40 |
10.5 |
215 |
56.6 |
102 |
26.8 |
19 |
5.0 |
4 |
1.1 |
2.29 |
0.764 |
|
|
Communication |
The
bank's website has clear and understandable information about its products
and services. |
60 |
15.8 |
239 |
62.9 |
61 |
16.1 |
17 |
4.5 |
3 |
0.8 |
2.12 |
0.746 |
|
The
bank explains the service cost. |
48 |
12.6 |
226 |
59.5 |
73 |
19.2 |
28 |
7.4 |
5 |
1.3 |
2.25 |
0.818 |
|
|
Bank
timely inform about the changes in interest rate. |
39 |
10.3 |
189 |
49.7 |
95 |
25.0 |
49 |
12.9 |
8 |
2.1 |
2.47 |
0.917 |
|
|
Bank
timely inform about the changes in services. |
35 |
9.2 |
189 |
49.7 |
98 |
25.8 |
51 |
13.4 |
7 |
1.8 |
2.49 |
0.903 |
|
|
The
bank assures the consumer that a problem will be handled. |
28 |
7.4 |
222 |
58.4 |
99 |
26.1 |
24 |
6.3 |
7 |
1.8 |
2.37 |
0.786 |
|
Source: results
from data analysis
Table 4 presents’
service quality variables, including reliability, responsiveness, empathy,
assurance, and communication, assessed through respondent responses to indicate
levels of agreement or disagreement with each statement. In the dimension of
reliability, respondents generally agree that the bank provides services at the
promised time and maintains timely and error-free records, while in responsiveness;
there is a perception that employees are willing to help customers but less so
in providing financial advice. Similarly, in empathy, while employees are
perceived to give personal attention, there is a relatively lower perception of
understanding customer-specific needs. Assurance aspects reflect a sense of
confidence in employee behavior but slightly less trust in ensuring customer
safety in transactions. Communication aspects indicate mixed perceptions about
the bank's website information clarity and timely communication about service
changes.
Table 4
Association between customer satisfaction and Service quality variables
|
Service quality variables |
Customer
satisfaction |
|
|
Chi-square |
P-value |
|
|
Reliability |
1141.856236 |
0.0001 |
|
Responsiveness |
1087.981 |
0.0001 |
|
Empathy |
991.112 |
0.0001 |
|
Assurance |
1133.170 |
0.0001 |
|
Communication |
983.040 |
0.0001 |
|
Source:
results from data analysis. |
|
|
Table
5 illustrates the association between customer satisfaction and various service
quality variables, assessed using chi-square tests with corresponding p-values.
Each service quality variable, namely reliability, responsiveness, empathy,
assurance, and communication, exhibits a statistically significant association
with customer satisfaction, as evidenced by the low p-values of 0.0001 across
the board. The chi-square values, which indicate the strength of association,
are notably high for each variable, further emphasizing the connection between
service quality and customer satisfaction. It implies that as the service
quality variables improve or decline, customer satisfaction has a consequential
impact. These associations' consistent significance and strength underscore the
importance of maintaining high standards in reliability, responsiveness,
empathy, assurance, and communication to enhance overall customer satisfaction.
Discussion
The current
research, which examines customer satisfaction within Nepal's commercial banks,
involves discussions with 380 respondents and holds broader relevance.
Socio-demographic analysis of the respondents revealed that the study
population appears to be young, as 46.6% of the participants are in the 18–30
age range, predominantly male (56.6%), with a large portion married (58.9%).
The ethnic composition is diverse, with Brahmin/Chhetri as the majority (71.8%)
and Hinduism prevailing (85.0%). Education levels vary, with 47.6% holding a
master's degree or higher. Employment profiles across government and private
sectors, and 62.1% represent a substantial middle-income group in annual family
income.
The data
reveals a strong preference for private banks, with 88.4% of respondents
favoring them over public banks, indicating dominance in consumer choices. This
aligns with the high levels of customer satisfaction observed in private banks.
Savings accounts are prevalent, constituting 94.7% of all accounts. This is
supported by Nippatlapalli's (2013) study, in which the majority of the
respondents preferred savings accounts. This study presents diverse reasons
influencing individuals' bank choices. Notably, 28.9% of respondents prioritize
efficient, reliable, and fastest services, emphasizing the significance of
operational aspects and service quality. This correspondence with Kockukalam et
al. (2018) and Wagle's (2022) study found that effective and efficient customer
service is significantly relevant in selecting the bank. Additionally, 19.2%
consider a bank's comprehensive branch network and location as crucial factors,
emphasizing the importance of accessibility and geographical presence, as
highlighted by a study conducted in Ethiopia by (Lelissa & Lelissa, 2017)
that the choice of economic banks is influenced by factors such as service
speed, branch network adequacy, strategic branch locations, and accessibility
to foreign exchange resources within the bank. This also corresponds with
Ghimire (2021), in which the major reason for selecting a bank was the bank's
wide branch network and favorable location.
Major problems
faced by respondents in the present study while receiving banking services, it
becomes evident that ATM services pose the most significant challenge, with
45.5% reporting difficulties, illustrated by (Mwatsika, 2016) in detail.
Employee
behavior (10.8%) indicates concerns about professionalism and conduct,
suggesting potential areas for improvement in customer service training. This
is in correspondence with Latha (2019) and Ghimire (2021), who found that ATM
services and employee behavior were the top problems faced by customers while
receiving services. The process of opening/closing accounts is a notable issue
for 16.8% of respondents, signaling room for streamlining these procedures to
enhance customer satisfaction. Internet banking services present challenges for
23.2%, emphasizing the need to address technical glitches and improve user
interfaces. This aligned with Singh & Sharma (2014), who discovered that
many customers need help with Internet banking due to insufficient knowledge,
inadequate training, outdated technology, technical barriers, electronic
frustration, and a perceived decline in personal efficiency.
Results show
positive sentiments across multiple aspects: 66.3% of respondents are satisfied
with the bank's services. Other areas, including ease of form filling, ATM
services, performance expectations, online banking security, statement clarity,
checkbook application convenience, and long-term loyalty, also exhibit
favorable mean scores and standard deviations, indicating generally positive
customer satisfaction with the bank's services. This, closely aligned with
Ghimire (2021), reveals a consistently high level of customer satisfaction with
the bank's services.
Each service
quality variable, namely reliability, responsiveness, empathy, assurance, and
communication, exhibits a statistically significant association with customer
satisfaction, as evidenced by the low p-values of 0.0001 across the board. This
finding aligns with studies conducted in various countries, including Ethiopia
(Almaz, 2015), Jordan (Mohammad & Alhamadani, 2011), Canada and Tunisia
(Ladhari et al., 2011), India (Lenka et al., 2009), and Pakistan (Ajmal et al.,
2018). Furthermore, this is supported by the study conducted in Nepal (Gnawali,
2016; Joshi, 2021; Koirala & Shrestha, 2012; Pradhananga, 2014; Sthapit,
2023).
Conclusion
The research on
customer satisfaction within Nepal's commercial banks reveals a strong
preference for private banks, aligning with high customer satisfaction levels
and a prevalence of savings accounts. Noteworthy factors influencing bank
selection include efficient services and comprehensive branch networks.
Challenges highlighted include difficulties with ATM services, employee
behavior, account processes, and internet banking. Despite challenges, overall
customer satisfaction remains positive. Customers are most satisfied with the
reliability of the bank, particularly in terms of providing services at the
promised time and maintaining timely and error-free records. At the same time,
they appear to be most dissatisfied with the bank's communication, especially
in terms of timely information about changes in interest rates and services.
Service quality variables like reliability, responsiveness, empathy, assurance,
and communication significantly correlate with customer satisfaction, in line
with international and local research. These findings collectively emphasize
the importance of addressing service challenges while enhancing overall
customer satisfaction and service quality within Nepal's banking sector.
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