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The purpose of this study is to evaluate the effect of some internal features that influence the efficiency of non-bank financial institutions (NBFIs) in Bangladesh.

The study selected the top 15 Dhaka Stock Exchange (DSE)-listed NBFIs according to purposive sampling. The study period was from 2016 to 2020. Secondary data were collected from annual reports. The cost-to-income ratio was a dependent variable that was used as a proxy of operational efficiency. The ordinary least square regression technique was applied to measure the impact of firm-specific factors on efficiency.

Results showed that number of employees, branch number, firm size and deposit ratio have a significant effect on efficiency at 5% level. The number of branches and employees showed a negative impact, whereas firm size and deposit ratio showed a positive effect on the firms' efficiency. The deposit ratio is negatively related because deposit interest expenses were more than offset by interest income generation through the conversion of deposits into loans.

The study has practical and policy implications on NBFIs' managers, employees, shareholders, depositors, clients, regulatory authorities and government as efficiency enhancement would bring financial soundness.

This study shed light on some firm-specific factors that can be changed to increase operational efficiency or reduce the cost-to-income ratio. The novelty of the study is that it identified some significant associations between firm-specific factors and the operational efficiency of NBFIs.

The learning outcome of this paper are as follows: enabling students to learn about business and marketing issues of the natural gas distribution industry. To expose students to organizational processes aimed at finding solutions to customer issues. To make them appreciate the aspects of service quality and SERVQUAL model. To make the students aware of the significance of market research for problem-solving. How to use market research findings to address the customer issues? Enabling the students to learn how cross-functional teams contribute to addressing marketing and customer issues. Students should appreciate how to study towards creating a customer-centric organization with an organization-wide commitment including that from the top leadership.

Abhay Shankar, Sr. Manager-Customer Service at Reliable Gas Company Limited a state government piped natural gas (PNG) distribution utility whose customer service department is concerned about the provision of best service to its PNG domestic customers. Domestic customers are low volume but largest in numbers and are considered to be a tough, demanding customer segment. A general opinion among the marketing team of the company is that they are trying their best to serve its customers and that their efforts are no less than their private sector counterpart global gas customer service efforts. Abhay is in dilemma on what to do to improve customer services?

Masters students.

Teaching notes are available for educators only.

CSS: 8 Marketing.