Enhancing Customer Service in Commercial Banks of Bangladesh : a data-driven approach through customer feedback analysis

Abstract

Customer satisfaction in commercial banks of Bangladesh is increasingly influenced by both digital platforms and in-branch services. However, many banks struggle to meet growing customer expectations. This research investigates how customer service experiences align with expectations and how feedback practices contribute to service improvement. The study aims to identify satisfaction levels, service gaps, and improvement priorities across traditional and digital channels.

The research is grounded in the SERVQUAL model and Expectation Disconfirmation Theory. Key concepts include service quality, customer satisfaction, expectation gaps, and feedback responsiveness. The study follows a quantitative approach, using a structured questionnaire. Data were collected from 120 customers using convenience sampling. Descriptive statistics, correlation, and regression analysis were performed using JAMOVI. Thematic analysis supported open-ended responses.

Findings reveal that digital platforms perform better than in-branch services in terms of reliability and user satisfaction. However, customers still value personal interaction. Major gaps exist in complaint handling and branch service speed. Feedback is seen as important but often lacks visible results. The study concludes that a hybrid service approach, active feedback use, and improved staff training are essential. These insights can guide bank managers and policymakers in planning customer-focused reforms across banking services in Bangladesh.