Green Banking and Customers’ Satisfaction: A Case Study on the City Bank Limited of Bangladesh

F. Sultana¹ , S. Dutta² , M.B. Khair³

Section:Research Paper, Product Type: Journal-Paper
Vol.7 , Issue.2 , pp.6-13, Feb-2021

Online published on Feb 28, 2021

Copyright © F. Sultana, S. Dutta, M.B. Khair . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
Retaining customer satisfaction in a bank is more complex nowadays due to active participation and direct involvement of customers in selling, sharing, listening, and consuming several digital services. Green banking, a modern environment-friendly banking operation, ascertains high retention of customers for a bank. Green banking practices in the private bank always provide a comfortable access to the customers. A study was conducted in the City Bank Limited (CBL), Chattorgam zone of Bangladesh to investigate the influence of green banking and overall services of the CBL on customers’ satisfaction and customers’ retention. Data were collected through semi-structured questionnaire survey from 100 respondents (randomly selected) of the CBL. The study implicated a quantitative method to test the hypothesis of the study. Correlation, regression, and reliability analysis were applied to examine the study’s hypothesis. This research revealed that customers’ satisfaction has tremendous effects on customers’ retention in the CBL. The result of this study disclosed a direct nexus among green banking, customers’ satisfaction, and customers’ retention. Interpersonal relationship is really indispensable to develop even though a poor relationship was exposed during the study. The study recommended that the CBL should introduce modern green banking technologies and implement additional value services that retain its customers incredibly.

Key-Words / Index Term :
Bangladesh, City bank, Customers’ satisfaction, Environmental banking, Financial profit

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