An Analysis of the Impact of Customer Perception on Commercial Banks Positioning: A Study on Government Commercial Banks

Abstract

The banking sector becoming a very much competitive sector in Bangladesh. Day by day this competition is increasing. At present, there are 6 government commercial banks, 43 private commercial banks, 9 foreign banks, and 3 state-owned specialized banks are operating in Bangladesh. This research study is mainly conducted to find out the impact of customer perception on government commercial banks' positioning. The researcher tried to find out what customers think, what customers want from the government commercial banks, what must be changed to retain existing customers and attracting new customers, what services must be added comparatively to the private commercial banks and providing some recommendations are the main objectives of this research study. Here the researcher conducts a research survey over 100 respondents who are customers of government commercial banks for collecting primary data. The researcher also collects secondary data from different websites, books, and journals, and research papers. SPSS has been used for analyzing collected data for descriptive statistics, correlation analysis, hypothesis testing, and other general analysis. From the research study, it has found that customers are not happy with employee's behavior, ATM services of government commercial banks, number of ATM booths. They want more promotional advertisements from government commercial banks, more professionalism from the employees of government commercial banks, more simplicity in account opening and loan getting procedure. The researcher has found that customers have faith and believe in government commercial banks but as most of the time they do not get quick services from the government commercial bank so negative positioning is creating in consumer minds that will not be good for government commercial banks in the long run for their positioning as well as for their profitability.

Keywords: perception, positioning. Government commercial banks, private commercial banks.

DOI: 10.7176/JMCR/80-04

Publication date:July 31^st 2021