Global Journal of Management and Business Research, E: Marketing, Volume 23 Issue 2

H 2 : There is a significant difference between the Existing & Expected advanced services of commercial banks perceived by the customers. H 3 : There is a significant difference between the Existing & Expected costs and prestiges of commercial banks perceived by the customers. H 4 : There is a significant difference between the Existing & Expected customer satisfaction of commercial banks perceived by the customers. H 5 : There is a significant difference between the Existing & Expected customer loyalty of commercial banks perceived by the customers. III. M aterials and M ethods This study is descriptive and designed to test hypotheses. Therefore, this study is aimed to examine the existing and expected service gap between quality factors leading to the customer satisfaction and loyalty to the commercial banks in Bangladesh. The hypotheses have been drawn based on the literature review and the empirical tests have been deployed for explaining the relationship among variables. The structured questionnaire sampling procedure has been applied to collect data. The survey is conducted during March 2023 to May 2023 and total 120 number of bank customers from different areas of Bangladesh have been taken for this study. This study is based on primary data originating from a survey. For this purpose a constructed questionnaire has been developed. Excepting the questions regarding demographic characteristics and user’s value added service interface of the respondents and the issues relating to basic services, advanced services, costs and prestiges, customer satisfaction and customer loyalty of commercial banks of Bangladesh measured and investigated through 5 point scale (Brayfield & Rothe, 1951). The scale consists of 50 statements, for each statement has five options/ points such as strongly disagree (1), disagree (2), undecided (3), agree (4), and strongly agree (5). SPSS Statistics software package version 22 is used for statistical analysis. Table 1: Reliability Statistics Reliability Statistics Cronbach's Alpha No. of Items .913 50 Reliability of data has been measured by using the Cronbach Alpha (Cronbach, 1951). Cronbach Alpha was 0.913. Alpha is higher than that is suggested by Nunnally (1978) and therefore data collected can be considered reliable. Descriptive statistical techniques such as mean and standard deviation were used to measure the mean scores and their variability. Pair sample mean difference tests has been deployed to find out the mean differences of paired variables and used to test the hypotheses. Paired sample Pearson Correlation is used to indicate correlations among the variables. IV. R esults a) Paired Samples Statistics Descriptive statistics such as mean is used to measure the average value of the variables and standard deviation is used to test the variability of the mean value. Five point scales is used to collect perception regarding the variables. Therefore, mean value of variables ranges 1 to 5. A mean value below 2.5 is below average, mean value 2.5 to 2.9 is above average, mean value 3 to 3.9 is moderate and mean value 4 to 5 is high. Table 2: Paired Samples Statistics Paired Samples Statistics Pair Factors Mean N Std. Deviation Pair 1 Existing Basic Service 3.59 120 .561 Expected Basic Service 3.70 120 .822 Pair 2 Existing Advanced Service 3.26 120 .614 Expected Advanced Service 3.47 120 1.040 Pair 3 Existing Cost and Prestige 3.41 120 .594 Expected Cost and Prestige 3.51 120 1.034 Pair 4 Existing Customer Satisfaction 3.49 120 .636 Expected Customer Satisfaction 3.53 120 1.045 Pair 5 Existing Customer Loyalty 3.60 120 .591 Expected Customer Loyalty 3.50 120 1.005 The mean value of the variables of the study ranges 3.70 to 3.26. Mean value of Existing Basic Service is 3.59 (moderate) & Expected Basic Service is 3.70 (moderate). The mean value of Existing Advanced Service is 3.26 (moderate) & Expected Advanced Service is 3.47 (moderate). The mean value of Existing Cost and Prestige is 3.41 (moderate) & Expected Cost and Prestige is 3.51 (moderate). The mean value of Influence of Service Quality Dimensions in Commercial Banks of Bangladesh: Existing vs Expected 24 Global Journal of Management and Business Research Volume XXIII Issue II Version I Year 2023 ( )E © 2023 Global Journals