FACTORS INFLUENCING CUSTOMER SATISFACTION IN THE RETAIL BANKING SECTOR IN PAKISTAN

Abstract

Customer satisfaction is a significant issue for most marketers. Previous research has identified various factors that determine customer satisfaction in retail banking sector in Western countries. The current paper reports findings from a survey, which looked into determinants of customer satisfaction in the retail banking in Pakistan. A total of 300 questionnaires were randomly distributed to customers of a specific bank in Pakistan. Results indicate that there was a strong relationship between service quality and customer satisfaction. There was, however, no relationship between customer satisfaction and tangible aspects of the service environment. The paper discusses implications for bank management.

Citation

Jamal, A. and Naser, K. (2003), "FACTORS INFLUENCING CUSTOMER SATISFACTION IN THE RETAIL BANKING SECTOR IN PAKISTAN", International Journal of Commerce and Management, Vol. 13 No. 2, pp. 29-53. https://doi.org/10.1108/eb047465