Customer satisfaction Case: National Life Insurance Company Limited, Khulna Branch

Abstract

Customers have particular opinions on their purchase or consumption experience from a product or service. Nowadays, firms are realizing that time has been passed to keep the customers only on price, but need to fulfill the customer's desires, expectations and needs in relation to the service. Competition among the firms, increased drastically due to the globalization, is leading them to keep focus on esteemed customers to make satisfied. Though customers are the main concern and precious asset that is why most of the companies are thinking their current and future needs by analyzing customer satisfaction.

The study was made for a case of National Life Insurance Company Limited, Khulna Branch and the objective was to find out its customers’ satisfaction level as well as to provide significant recommendations to improve it.

Quantitative survey method was employed by means of a questionnaire. The questionnaires, designed questions related to the customer satisfaction elements, were distributed among the customers and the responses were collected later on. Finally, the result was shown and analyzed through graphical presentations.

The results of the research revealed that current business strategies of National life Insurance Company, Khulna branch are not playing positive impact on customers’ satisfaction level. So, customers suggested that a number of actions should be taken to improve customer service, staff training, technology application, service environment, trustworthiness.