Analysis of Customer Satisfaction: Bank of Bhutan Limited

Abstract

Druk Holding and Investments (DHI) that holds and manages twenty State Owned Enterprises (SOEs) in Bhutan assesses customer satisfaction annually for five service oriented companies through the independent survey to measure customer service related performances of the companies. This paper uses the data collected by the consulting team in 2013 that covers twenty districts of Bhutan. The team collected the data using structured questionnaire covering different aspects of customer satisfaction. Data was collected from 2123 respondents representing various demographic characters. Besides looking into the descriptive aspects of the statistics, this paper analyses the relational between customer satisfaction level and gender, income groups and educational levels so that each group can be targeted with different strategies. Findings suggest that all types of customers consider service reliability and value for money (price) as the most important factors that attributes to their satisfaction. It was found out that generally females are more satisfied than male respondents at the same level of service quality indicators. Study further establishes the inverse relationships between customer satisfaction level and income and with educational levels of the customers.