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Service Quality of BRAC Bank in Bangladesh: A Case Study

This paper attempts to identify the service quality of BRAC Bank of Bangladesh. It identifies the service quality factors important to the Bank. A survey has been conducted on the clients of BRAC Bank with a structured questionnaire. The respondents’ were selected from the 14 branches of BRAC Bank located at Dhaka city. More than 200 retail customers were interviewed with a structured questionnaire. The sample clients were selected randomly at the branches. Factor analysis was conducted to identify the service quality factors of the bank. Results show that the most important perceived service quality factors are satisfaction of the clients’ best interest by the bank and the tangible physical facilities of the bank.