Abstract:
Purpose: Customers have become the lifeblood of any organization. Customers are
the source of banks’ profitability. By satisfying the customer, the bank is able to retain
the customer and reap maximum benefits from the relationship which ultimately leads
to higher profitability. The objective of this study is to determine the factors that
affect customer satisfaction in banking sector of Sri Lanka
Design/methodology/approach: Data were collected using structured questionnaires
from 333 randomly selected samples of customers who deal with Peoples bank
Kurunegala District. The data were analyzed using Descriptive statistics, Pearson
correlation analysis, and Regression with the support of SPSS version 26.0. The
normality test, ANOVA analysis, and factor analysis were carried out.
Findings: This study used, four independent variables (branch appearance, branch
staff, internet and mobile banking and service factors) and dependent variable was
customer satisfaction. The study establishes branch staff, internet and mobile
banking, and service factors significantly affect customer satisfaction. But branch
appearance does not have a significant impact on customer satisfaction.
Practical implications: Training programs for employees should be given top
priority by managers in order to improve communication and customer service
abilities. And additionally, enhancing the user experience and security of internet and
mobile banking is essential. Allocating funds more wisely could improve the quality
of services.
Originality value: This research provides customer satisfaction within the context of
People’s bank in the Kurunegala district, offering localized data. This highlights the
importance of digital banking in rural regions. This study addresses the operational
challenges and customer expectations. The research findings can be used to improve
the customer satisfaction in the banks.
