The impact of banking services on customer satisfaction in Pakistan

Abstract

This descriptive study aims to explore the ways that certain banking services affect the satisfaction levels of customers specifically in the Rawalpindi/ Islamabad region. The banking sector is one that most adult individuals especially in metropolitan cities are associated with on a regular basis and hence have an opinion regarding their experiences related to their satisfaction or dissatisfaction. It sheds light on the major causes of dissatisfaction especially keeping the factors of waiting time, delay in service provision and the banks’ customer complaint feedback system. With the problem statement aiming at finding out the main causes of dissatisfaction in customers regarding the banks’ ATM Service, Waiting time for customers and customer complaint feedback systems. The research conducted through 200 individuals holding accounts in the 10 specified banks with a large network running throughout the cities showed us that indeed customers look for banks that provide them faster and up to date services and that the way a bank handles the complaints lodged to it indeed affects their levels of satisfaction.