Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 2

Abstract- This paper aims to assess the service quality of Sonali Bank Limited using the SERVQUAL framework to measure Tangibility, Reliability, Responsiveness, Assurance, Empathy and Overall Service Quality. A well-structured questionnaire was developed, and 200 respondents' data were analysed with SPSS 20. Data analysis showed that Tangibility, Reliability, and Empathy positively affect Overall Service Quality, and Responsiveness and Assurance negatively impact Service Quality. Customer perception reveals that Tangibility, Reliability, and Responsiveness of Sonali Bank Limited are not satisfactory, while Assurance and Empathy are founded as moderate and satisfactory, respectively. Finally, we found that overall service quality depends on at least one of the following variables: Tangibility, Reliability, Responsiveness, Assurance, and Empathy. Keywords: service quality, banks, sonali bank, SERVQUAL model, bangladesh. I. I ntroduction f we observe the service quality of banks and financial institutions, especially the service of state-owned banking Bangladesh, we perceive that it has been struggling very hard for the last couple of years to compete in the market to delight the customers. The country's financial viability depends on banks and financial institutions' performance, and for this reason, to espouse the economic system of Bangladesh, the service quality of banks and financial institutions' must be sturdy solid and effectual. Bangladeshi Banking diligence is trying to integrate its service sector when it gained independence after 1971.Banks have witnessed a significant rumble after the hasty technological encroachment and superior relations structure. Markets are intensively bloodthirsty in terms of giving both number and superior services. Command of customers is more challenging to fulfill than before, pushing firms to give service quality today. Giving customers contentment and making the relationship with customers to gain loyalty is the main focus of banking sectors to deal with this aggressive market environment. As purchasing supremacy is in the customer's hands, customer satisfaction and creating loyalty is critical for banks. I 31 Global Journal of Management and Business Research Volume XXII Issue II Version I Year 2022 ( )E © 2022 Global Journals Corresponding Author α : Lecturer, Department of Business Administration (Major in Marketing), Port City International University, Chattogram, Bangladesh. e-mail: nafi.tasnim@yahoo.com Author σ : Assistant Professor, Finance and Banking Department, Begum Rokeya University, Rangpur, Bangladesh. Explore the service quality dimensions and customer satisfaction in Bangladesh by using the SERVQUAL model has been done by very few researchers on government authorized banks. The foremost rationale of this research is to show how different eminence of service quality dimension and customer satisfaction is allied to each other in the public banking sector. Revealing the association between service quality and customer satisfaction by researching Sonali Bank Limited, Bangladesh, based on customers satisfaction. II. L iterature R eview Al-hawari, M. (2008) showed that delivering quality services to clients is a must-have for success and survival in competitive banking terrain. Faullant, R, Matzler, K., and Fuller, J. (2008) examined the determinants of quality retail banking services to make a quality scale in banks to more understand the determinants of quality in the assiduity. They employed a two-stage literature review process and empirical analysis of retail banking. They anatomized data through a trust ability test, a factor analysis, and a regression analysis to determine the composition and estimate its trust ability and value. They showed the determinants of quality retail banking services to include assurance, empathy, effectiveness, trust ability, and confidence, reflecting a combination of SERVQUAL scales. Among others, the provision of high-quality services increases the rate of client retention, helps to attract new clients through word-of-mouth communication, increases productivity, expands the request share, reduces staff development and operating costs, and improves staff morale, fiscal performance, and profitability (Hinson, et al., 2006). They concentrated substantially on bank and client factors and close connections grounded on the service quality of banks satisfying clients. Lymperopoulos and Chaniotakis (2006) examined the part of service quality in the selection of banks for deposit services to give a deeper understanding of clients' purchase actions in the bank selection process and offer bank directors some useful perceptive into the development of high-quality customer service through word-of-mouth communication, increases productivity, expands the request share, reduces staff development Analyzing Customer Service Quality of State- Owned Commercial Banks in Bangladesh: A Study on Sonali Bank Limited Nafisa Tasnim α & Md. Sazzad Hossain Patwary σ