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

d) Satisfaction Vs Service Quality When customers give their feedback after using a product to match their expectations is called satisfaction. Satisfaction mainly indicates the difference between a pre-purchase perception and what they are receiving. Talking about any organisation's satisfaction and service quality, we can see links between these two. Sometimes it becomes a challenging task to distinguish between satisfaction and service quality. When consumers intake any service, they can only judge the service quality after using it, which leads to consumers' satisfaction or dissatisfaction. So we can see that service quality and satisfaction are primarily dependent on each other. There are many similarities between service quality and customer satisfaction, but they are fundamentally different in their underlying outcomes and causes. Despite being the same in many ways, satisfaction is a broader concept than service quality which dimensions of service can assess. Based on this entire viewpoint, we can say that service quality is only a part of customer satisfaction without which no organisation can forecast customer demand. Figure 1: Customer's Viewpoint About Satisfaction Based On Service Quality Dimension As shown in the figure, we can see that service quality reflects the customers' opinion and thinking about the interaction quality, physical environment quality, and outcome quality of any organisation. They can also be described based on specific services quality dimensions such as tangibility, reliability, responsiveness, assurance and empathy. On the other hand, customer satisfaction is more comprehensive and can be influenced by service given by the organisation, quality of product and price range, and situational factors and personal factors. For example, we can think of an internet-based banking system, where customers' demand is whether it is easy and cheap to use,availability, simple web design, easy-going information and learning process and security during transactions over the net, accuracy of the transactions and skilled human resources maintained by the banks. Whether customers are satisfied or not by using internet banking can be influenced by the service quality perception, including other factors such as quality of product, banking service charge, rate of interest, and individual and external circumstances. e) Customer Satisfaction Measurement Model (SERVQUAL Model) Customer satisfaction and quality of services are co-related to each other. Services that are naturally superior in the quality outcome as high customer satisfaction. In banking service, we can set a standard scale for measuring banking service quality. So to survive in a competitive market, service quality is used as an essential weapon for bankers. Service quality has unique characteristics, such as intangibility, inseparability, perish ability and heterogeneity, which become difficult to measure. Many service quality models have been developed for these measurement complexities. 33 Global Journal of Management and Business Research Volume XXII Issue II Version I Year 2022 ( )E © 2022 Global Journals Analyzing Customer Service Quality of State-Owned Commercial Banks in Bangladesh: A Study on Sonali Bank Limited