Customer satisfaction towards services provided in bank institution: a study of Bumiputra Commerce Bank Berhad

Customer satisfaction has been identified as the key to business success. It is important for any organization to evaluate how far the customer satisfied with the services provided. This is because the level of competitiveness on the market is getting higher, the quality of services and products does not differ greatly, but the customer’s expectations are constantly growing. That is why a satisfied customer is becoming such an important factor. The company which is familiar with perceptions and attitudes of its customer has an opportunity to make better business decisions. Since the company knows whether it satisfies customer’s expectations and needs or not, it can take difference measures to meet the needs of their customer even better.Therefore, in this study, it examines the factors which contribute to the level of customers’ satisfaction. When the factors had been identified, the levels of customers’ satisfaction towards the services provided in bank institution are measured. In order to measure the levels of customers’ satisfaction based on the factors, 46 respondents had been chose in Bumiputra Commerce Bank Berhad (BCB) in Alor Gajah and Kuala Lumpur. Result from the analysis, most of the customers satisfied with the services provided by BCB. However there are some areas that to have further improvement in order to increase or maintain the level of customers’ satisfaction.