FACTORS AFFECTING THE CUSTOMERS SATISFACTION OF MCB BANK

Abstract

This study focuses on the factors which are affecting the customer satisfaction of MCB Bank. MCB is a very well renowned bank of Pakistan and has a very strong brand image but still customers are facing few problems which in result customer dissatisfaction and ultimately resulting in customer switching. This is primary research based on questioner, surveys and field research with sample size of 100 respondents. The study used six independent variables: service quality, service feature, employee efficiency, sufficient employees, technology, physical environment and the dependent variable is customer satisfaction. According to results of the study service quality, service feature and employee efficiency creates significantly affect on customer satisfaction of MCB Bank both in the short run as well as in the long run. Banking is a service industry so their main focus is to provide excellent quality service to their customer in order to retain them.