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

32 Global Journal of Management and Business Research Volume XXII Issue II Version I Year 2022 ( )E © 2022 Global Journals and operating costs, and improve 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 customers. They measured service quality using SERVQUAL scale factors (tangibility, trust ability, responsiveness, assurance, and empathy) and anatomized data through conformation factor analysis, an ANOVA, and direct regression analysis. Amin, M., and Isa, Z. (2008) 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 client connections. They reviewed the literature on bank selection criteria, field studies, the identification of factors impacting the choice of customers, and the development of operation-related impacts and conducted a check. They linked factors as the core selection criteria for the choice of consumer banking. In addition, they found the quality of banking services as the most important factor considered by guests in assessing the provider of their mortgage and trying to establish long-term connections. Three other factors were product attributes, right to use and contact. Herington, et al. (2007) explored the goods of quality online services on the position of client interest and the development of client connections. They conducted a check of 200 Australian druggies of online banking services to collect data and employed a factor analysis and a direct structural model to test the model. They found the quality of online services did not affect guests' interest, and the trust in or development of strong connections with guests to be related to fidelity. Still, the effectiveness of quality online services was related to trust and had a circular effect on client connections through trust. Particular requirements, the association's website, and the quality of online services were related to fidelity, and then particular requirements had the topmost. In addition, in fiscal and banking services, mainly deposit services, Vietnamese banks have strengthened and bettered the quality of their services to contend more effectively and therefore grease their foundation and sustainable development to meet these conditions, which are urgently needed in the process of indigenous integration and the world. Further, individual banks may bear specific studies to consider the cross- transparency of their service quality, which can define their most effective marketing strategies. III. T heoretical B ackground a) Service Quality Service quality meets the needs of customers they expect from a product or service. It is known to provide high-quality service and satisfy customers constantly. Customers always compare their expectations with reality by perceived information, judgment and evaluation process (Kotler & Keller, 2009) define service as any impalpable act or performance that one party offers to another that does not affect the power of anything. According to Parasuraman et al. (1988), service quality can be defined as an overall judgment analogous to station towards the service and is generally accepted as an antecedent of overall client satisfaction (Parasuraman et al. (1988) have defined service quality as the capability of the association to meet or exceed client prospects. We know that getting a new client can bring five times more than retaining the being one, and the only way to survive with the being guests and attract them is to give quality service. b) Customers' Perception Customers' perception is what they think and feel about a product or service. A company can succeed in the market if customers' perception is optimistic about its service quality. When a company can understand customers' perceptions better, it can meet the critical need of customers. By the opinion and customers' perception company's strong and weak points are revealed themselves, and they can compare their service with their competitors. So, the path to customer satisfaction is finding out customers' perceptions about the company's service quality. c) Customer Satisfaction The conception of "Client or Stoner Satisfaction" as a crucial performance index within businesses has been used since the early 1980s (Bailey & Pearson 1983; Ives, Olson & Baroudi 1983). Also, the end stoner calculating reparations has been studied since 1980 (Bailey & Pearson 1983; Chin, Diehl, & Norman 1988; Ives etal., 1983; Rivard & Huff 1988). Customer satisfaction largely depends on feelings, attitudes and opinions toward many factors. With the technological advancement in the business sector and internet-based market system, customers are more experienced, which has become a significant factor in attaining customer satisfaction. Most customers pay money for a product or service based on experience and satisfaction level. Therefore, to attain profit margin, companies have to give quality, quantity, aesthetics, and appeals as a whole, which can match customer satisfaction. If customers are satisfied with the product or service, they try to share their experience with others, spreading a good word of mouth. On the other hand, dissatisfied customers whose expectations do not meet with the perceived performance will share a bad experience with others. This will spread a bad word of mouth that will affect the company's profit margin. To measure customer satisfaction, a company can use either a Likert scale, semantic scale or any other type of questionnaire for users. Analyzing Customer Service Quality of State-Owned Commercial Banks in Bangladesh: A Study on Sonali Bank Limited