FACTORS IMPACTING CUSTOMER SATISFACTION: A STUDY ON THE BANKING SECTOR OF MALAYSIA
One of the most important elements in every business organization in every part of the world is customer satisfaction. Customer satisfaction is an essential factor for the existence and profitability of a business organization. Due to the importance of this element, many researchers have contributed the majority of their focus, time and effort on studying the customer satisfaction and finding out the factors that may have an influence on customer satisfaction and measure the level of influence. Since the banking section is one of the most important financial organization that mostly every person is doing business with, customer service is an inevitable part of this organization. Therefore, the main objectives of the current study are to identify the influence of reliability, assurance, responsiveness, and convenience in increasing the customer satisfaction in banking sector at Malaysia. This study used the questioner to collect the data from the 357 respondents. The quantitative cross-sectional method was employed to analyze the collected data.
Malaysia Banking Sector, Customer Satisfaction, Service Quality.