The questionnaire analysis and findings:
Question 1: Which of the services are you most interested in?
The table below shows that most of the respondents were interested in savings & withdrawal
related transaction with the bank which is followed by customers who came to the bank only for
remittance and the last and smallest group belonged to respondents who had interest in loan and
advancements.
transaction
Frequency Percent Valid Percent Cumulative
Percent
Savings & Withdrawal 89 73.6 73.6 73.6
Remittance 19 15.7 15.7 89.3
Valid
Loan & Advancement 13 10.7 10.7 100.0
Total 121 100.0 100.0
Survey of customer satisfaction:
Question 2: To
CS1
Statistics
Frequency Percent Cumulative
CS1
Percent
Valid 121
Dissatisfied 5 4.1 4.1 N
Missing 0
Moderate 13 10.7 14.9
Mean 4.1983
Valid Satisfied 56 46.3 61.2 Std. Deviation .79183
Strongly Satisfied 47 38.8 100.0 what extent are
Total 121 100.0 you satisfied
with the behaviors of the employees of NBL?
The frequency table shows that most of the customers are satisfied with the behaviors of the
employees with a response of 56 percent who are followed by strongly satisfied response.
Finally, only 4.1 percent respondents were found to be dissatisfied with the service of the
organization. The mean of the questionnaire was 4.2 with a standard deviation of 0.7918 which
indicates that the behavior of the employees is very good and most of the customers are satisfied
with the behaviors of the employees.
Question 3: To what extent are you satisfied with the physical environment of NBL?
cS2
Frequency Percent Statistics
Strongly Dissatisfied 22 18.2 cS2
Dissatisfied 27 22.3 Valid 121
N
Moderate 55 45.5 Missing 0
Valid Mean 2.5785
Satisfied 14 11.6
Std. Deviation .99793
Strongly Satisfied 3 2.5
Total 121 100.0
The question 3 intends to find out the percentage of customers who are satisfied with the
physical environment of national bank. Satisfaction with service environment is important
because customers try to determine the quality of service weighing the tangibles associated with
the service and physical environment is the most important part of the tangibles. In the table we
can see that most of the customers have a moderate view of the physical environment of the
organization with only with a number of 46 percent respondents while only 11 percent customers
are satisfied with the environment. On the contrary, respectively 18 and 22 percent respondents
were dissatisfied with the physical environment.
The mean of the responses, which is 2.58 with standard deviation of .99, indicates that most
customers have a moderate view of the physical environment of NBL.
Survey of Customer Value:
Question 4: To what extent do you agree that NBL provides the exact services customers deserve
for the charges they pay?
CV1
Frequency Percent
Disagree 11 9.1
Moderate 27 22.3
Valid Agree 57 47.1
Strongly Agree 26 21.5
Total 121 100.0
Statistics
CV1
Valid 121
N
Missing 0
Mean 3.8099
Std. Deviation .87858
The frequency table shows that nearly 47 percent customers think that customers get the exact
services from NBL which they pay for. While only 9 percent customers disagree with the
statement.
The mean of the variable was 3.81 which indicates that most of the customers think NBL
provides the exact services customers deserve for the charges they pay.
Question 5: To what extent do you agree that NBL provides reliable service?
CV2
Frequency Percent
Statistics
Disagree 6 5.0 CV2
Moderate 22 18.2 Valid 121
N
Valid Agree 59 48.8 Missing 0
Strongly Agree 34 28.1 Mean 4.0000
Total 121 100.0 Std. Deviation .81650
The table shows that 49% of the customers agree that NBL provides a reliable service with a
mean of 4 which indicates that most of the customers think they can rely on the services of NBL.
Question 6: To what extent do you agree that NBL provides prompt service?
CV3
Frequency Percent
Strongly Disagree 7 5.8
Disagree 52 43.0
Valid
Moderate 23 19.0
Agree 36 29.8
Statistics
CV3
Valid 121
N
Missing 0
Strongly Agree 3 2.5 Mean 2.8017
Std. Deviation 1.01341
Total 121 100.0
The tables show that 43 percent of the customers think NBL does not provide prompt service
while only 29 percent customers think the opposite.
The mean of the variable is 2.80 with a standard deviation of 1.01 which indicates that average
customers have a negative concept about the promptness of the service.
Survey of Company Image:
Question 7: To what extent do you agree that NBL is a good company?
ci1
Frequency Percent
Statistics
Moderate 11 9.1 ci1
Agree 72 59.5 Valid 121
Valid N
Strongly Agree 38 31.4 Missing 0
Total 121 100.0 Mean 4.2231
Std. Deviation .59844
The table shows that National Bank Ltd. is perceived as a good company by its customers since
nearly 60 agreed with the statement. The mean of the question is 4.22 with a relatively small
standard deviation of 0.60.
Question 8: Do you agree that NBL keeps customers interest in mind?
ci2
Frequency Percent
Strongly Disagree 2 1.7
Disagree 5 4.1
Moderate 16 13.2
Valid
Agree 55 45.5
Strongly Agree 43 35.5
Total 121 100.0
Statistics
ci2
Valid 121
N
Missing 0
Mean 4.0909
Std. Deviation .89443
The tables above shows most of the customers, 45 percent agreeing with the statement, think
NBL keeps the interest of the customers in mind where 35 percent respondents strongly agreed
and only a small percentage of 4.1 respondents disagreed.
The mean was 4.09 with a standard deviation of only .89 which indicates that the bank has a
good image in this respect.
Question 9: Do you agree that NBL keeps the interest of the society in mind?
ci3
Frequency Percent
Strongly Disagree 13 10.7
Disagree 16 13.2
Moderate 35 28.9
Valid
Agree 33 27.3
Strongly Agree 24 19.8
Total 121 100.0
Statistics
ci3
Valid 121
N
Missing 0
Mean 3.3223
Std. Deviation 1.23972
The question was asked to identify what customers think about the role NBL plays in the society.
As the study indicates, 29 percent respondents do not have any opinion in this respect which is
followed by 27 percent agreeing that the bank keeps the interest of the society in mind.
The mean of the variable was 3.32 with a poor standard deviation of 1.23 which indicates that
the CSR activities of NBL is not having much effect on customers.
Question 10: To what extent do you agree the image of NBL is the reason you complete
transaction in the bank?
ci4
Frequency Percent
Disagree 8 6.6
Moderate 37 30.6
Valid Agree 49 40.5
Strongly Agree 27 22.3
Total 121 100.0
Statistics
ci4
Valid 121
N
Missing 0
Mean 3.7851
Std. Deviation .86801
This question was asked to get an idea about the effect of the overall image of National Bank
Ltd. This shows an result where only 40 percent respondents agreed that they complete the
transaction because of the image of the bank where 30 percent customers didn’t have any
specific opinion about it.
The mean of the answers is 3.78 which indicates that the image of NBL does not have much
effect in bringing customers to the bank.
Switching Barriers:
Qestion11: To what extent do you agree that the cost of closing account with NBL is very high?
SB1
Frequency Percent
Strongly Disagree 58 47.9
Disagree 41 33.9
Moderate 17 14.0
Valid
Agree 2 1.7
Strongly Agree 3 2.5
Total 121 100.0
Statistics
SB1
Valid 121
N
Missing 0
Mean 1.7686
Std. Deviation .92880
The tables show that customers, 48 percent strongly disagree and 34 percent disagree, think the
cost of closing account on NBL is not too high which is only 200 tk. While only 2.5 percent
customers strongly agree that the cost is too high
Question 12: Would you close your account with NBL if the cost was not too high?
Frequency Percentage
No 116 95%
Yes 5 04%
This question was asked to know the effect of the switching barriers which show that they don’t
have any significant impact on the customer retention of NBL.
Customer Loyalty:
Question 13: To what extent do you agree that you are likely to stay with this bank?
L1
Frequency Percent
Strongly Disagree 4 3.3
Disagree 12 9.9
Moderate 9 7.4
Valid
Agree 43 35.5
Strongly Agree 53 43.8
Total 121 100.0
Statistics
L1
Valid 121
N
Missing 0
Mean 4.0661
Std. Deviation 1.10103
This question was created to know the actual rate of customer retention of National Bank Ltd.
which shows a very positive result. About 43 percent of the respondents strongly agreed that they
are likely to stay with the bank while 36 percent customers agreed that they will stay with the
bank and only 10 percent customers said they are not likely to stay.
The mean of the variable is 4.06 which shows that the bank has retained a good number of
customers.
Question 14: To what extent do you agree that you are likely are you to recommend us to your
friends?
L2
Frequency Percent
Disagree 9 7.4
Moderate 27 22.3
Valid Agree 51 42.1
Strongly Agree 34 28.1
Total 121 100.0
Statistics
L2
Valid 121
N
Missing 0
Mean 3.9091
Std. Deviation .89443
This question was designed to identify the nature of association of the customers to the bank
where 42 percent customers agreed that they are likely to recommend the bank to their friends
where only 7.4 percent customers disagreed.
The mean was only 3.91 with a standard deviation of .89 which shows a moderate association of
the customers to the bank.
Statistics:
Gender:
In our study around 65% of the respondents were male while the rest of 35% were female. The
distribution of the respondents is shown below:
Occupation:
The bar chart shows that most of the respondents were in service. There were a significant number of
housewives constituting 28% of the respondents which is
followed by respondents in Business and Education with a
number of 25% and 12% respectively. 33.1%
35
28.9%
Occupation 30 25.6%
Frequency Percent Valid Percent 25
Business 31 25.6 25.6
20
Service 40 33.1 33.1
15 12.4%
Housewife 35 28.9 28.9
Student 15 12.4 12.4 10
Total 121 100.0 100.0
5
Business Service Housewife Student
The Structure of questionnaire:
The structure of the questionnaire is divided into five categories according to the constructs- customer
satisfaction, customer value, company image, switching barriers, and customer loyalty.
The question 1 does not belong to any category. It merely describes the type of the services the
customers are interested in.
The questions 2 and 3 are under the category of customer satisfaction which mainly indicates
customers’ satisfaction related to the company’s employees and physical environment.
Then the questions ranging from 4 to 6 constitute the customer value category. This category mainly
denotes the customers’ perception of value which is critical to customer satisfaction and customer
loyalty.
Besides, questions ranging from 7 to 10 denote the company image. The set mainly tries to find out
customers’ perception of the company’s intention related to individual customer and society as a whole.
The question 11 and 12 belong to the switching barriers category. Since the bank create barriers through
account closing cost, we tried to find out if it works to bar the customers from ending the relationship
with the bank.
At last, questions 13 and 14 are in the customer loyalty category which tries to find out if customers
have any intention to leave the bank and the degree of their association to the bank.
Interpretations:
The means of question 2 and 3 are 4.19 and 2.57 which means that customers are satisfied with
the behaviors of employees of the bank but they are not satisfied with the environment of the
bank. We can say that customers are moderately satisfied with the bank and it improving the
environment might have attracted more customers to the bank.
Then, the means of questions related to customer value is 3.80 which indicate that average
customers think the bank has provides exact services which customers deserve for the charges
they pay, while the bank has a strong position as a reliable service provider with a mean of 4.2,
but it fares bad in the providing serving promptly having a mean of only 2.80.
The means of the of bank’s image as a good company, a company that keeps customers’ interest
in mind and a company that keeps interest of the society are 4.22, 4.09, and 3.32 and the mean of
the number of customers who complete transaction because of the image of the bank is 3.78
which indicates that the company has a moderate image in the society and a good image among
its customers. The image of the bank in this instance we can say play a moderate role in its
customer retention.
Switching barriers play a significant role in retaining customers in service related companies.
Approximately 5.2 percent of the customers think the cost of switching, the mean of which is
1.76, is too high and only 4 percent of them would switch the bank even if the cost was not too
high which indicates that the switching barriers does not have any impact on the customer
retention of National Bank Ltd.
Finally, identifying customer loyalty is a good way to get an idea about the present scenario of
customer retention of a bank. The mean, 4.06, of question 13 indicates that National Bank Ltd.
has a good customer retention rate while the mean, 3.90, of question 14 indicates that the
respondents have a moderate level of loyalty to the bank.
