Job Satisfaction of employees and its Impact in providing services to meet up

Customer expectations
Abstract
This paper attempts to find out the level of job satisfaction of the bankers of Bangladesh. In
this study 50 bankers from different areas of Janata Bank Limited (JBL) were selected
without considering their demographic variables and both parametric and non-parametric
statistical analysis has been conducted to draw its conclusion. This paper reveals that the job
satisfaction of the bankers mainly depends on some aspects like: salary, promotion,
supervision, benefits, rewards, operating procedure, co-worker, nature of work,
communication etc. It is exhibited that the overall job satisfaction of the bankers is prevailing
in JBL although in some of the aspects or areas they are not satisfied such as salary,
promotion and benefits. The overall result of the study shows that services of the officers of
the JBL are significantly satisfactory. This study concluded that the authority of JBL should
be careful in maintaining the areas where the bankers are at satisfactory level and improve
those areas where they are dissatisfied. Creating a win-win solution to achieve more effective
performance by the employees in the banking sector is essential for development of the
economy of Bangladesh.
Keywords: job satisfaction, productivity, economic development, performance, talent,
working environment, working condition, workforce, turnover, co-worker, Service quality,
Retail banking etc.

An Overview Of Janata Bank Limited

Among the nationalized bank in our country Janata Bank Limited is the second largest
state owned commercial bank. Janata Bank Limited (JB) is the second largest
commercial bank in terms of net worth with 850 branches and fully owned by
Government of Bangladesh. The mission of the bank is to actively participate in the
socio-economic development of the nation by operating a commercially sound
banking organization. Immediately after the independence of Bangladesh in 1971, the
erstwhile United Bank Limited and Union Bank Limited were nationalized and
renamed as Janata Bank. Janata Bank is a state owned commercial bank which was
incorporated as a Public Limited Company on 21 May 2007 as per Companies Act
1994 and took over the business of the then Janata Bank with all of its assets,

Job Satisfaction of employees and its Impact in providing services to meet up

Customer expectations
liabilities, right, power, privilege and obligation on a going concern basis through a
vendor agreement signed between the Peoples Republic of Bangladesh and Janata
Bank Limited on 15 November 2007 with a retrospective effect from 1 July 2007. All
of its operational activities are governed by the Bank Companies Act 1991. The Bank
provides all kinds of commercial banking services to its customers including
accepting deposits, extending loan & advances, discounting & purchasing bills,
remittance, money transfer, foreign exchange transaction, guarantee, commitments
etc.
Concepts Of Janata Bank Limited Existing Service Facilities
Janata Bank (local branch) provides all commercial banking services to its clients
focusing on the national interest and sustainable growth. The major fields of its
activities may be represented as below:

Retail/Personal Banking

Credit programs

Micro Enterprises & Special Credit

Rural Banking / Credit Program

International Banking

Foreign Remittance and NRB Banking

Literature Review
The service sector is expanding at an increasing rate and is becoming intensely
competitive (Chen, Gupta and Rom, 1994; Johnson, Dotson and Dunlap,
1988).Services can be defined as any activity or benefit that one party offers to
another that is essentially intangible and does not result in ownership of anything.
This means that the perception of quality is influenced not only by the service
outcome but also by the service process (Ghobadian Abby, Speller Simon & Jones
Matthew,1994) and according to his model the gaps are( Gap1: Customers
expectations versus management perceptions: as a result of the lack of a marketing
research orientation, inadequate upward communication and too many layers of
management. Gap2: Management perceptions versus service specifications: as a
result of inadequate commitment to service quality, a perception of unfeasibility,

Job Satisfaction of employees and its Impact in providing services to meet up

Customer expectations
inadequate

task

standardization and an absence of goal setting. Gap3: Service

specifications versus service delivery: as a result of role ambiguity and conflict,

poor employee-job fit and poor technology-job fit, inappropriate supervisory control
systems, lack of perceived control and lack of teamwork.Gap4: Service delivery
versus external communication: as a result of inadequate horizontal communications
and propensity to over-promise) This gap is due to lack of sufficient knowledge of the
management of the organization in relation to customers expectations. If managers
who have complete responsibility and empower in policy-making and do not have
correct customers' expectations in relation to their services, chain selection of
improper decisions results in non-optimum devote of resources and facilities of the
organization whose logical results is non-satisfaction of customers from the security
of services offered. The size of gap #1 is largely dependent upon the amount of
marketing researches performed.
Objectives Of The Study
The objectives of the study are as follows:
1. To measure the level of job satisfaction of the grade-I bankers;
2. To identify the key factors or determinants of job satisfaction of the bankers; and
3. Finally, to make recommendations policy for the improvement of job satisfaction
level of individual and organizational perspective of the bankers
Methodology Of The Study
Samples

Variables Studied

Measurement Instrument ( Likert Scale)

Collection of data
A well-structured questionnaire was prepared for the purpose of collection of data.
This study followed both personal survey and mailed questionnaire. Due to the recent
change of bank from Janata Bank to Janata Bank Limited, sample respondents did not
feel free in answering. It was possible to get answer after assuring them about
confidentiality. Some information from secondary sources like books, articles, and
different published materials has been collected to interpret the study

Job Satisfaction of employees and its Impact in providing services to meet up

Customer expectations
Statistical tools used

Descriptive Statistics

T- Test

Conceptual Strategic interconnection Scheme

The conceptual model is basically any legend/renound writers
framework/model. As for our service audit on Janata Bank Limited , we
realize that Parasuraman, Zenithal, Berry 1985 model will be best for
analyze service quality and providers gap.
Model: Parasuraman, Zeithaml, Berry 1985
model
Explicit service promises
Word of mouth communication

implicit service promises

Expected service
(predicted service also affected
By those items)

Experiences

Consumer
Gap 1

Predicted service

Provider
service delivery
external communication with customer

Gap 4

Gap 3
Customer driven service design and standard
Management perception

Gap

Job Satisfaction of employees and its Impact in providing services to meet up

Customer expectations

Proposed Strategic Interconnection Scheme

Basically this model is originally come from our own brainstorming. I will design a
model according to develop right service design and to reduce gaps within this banks

Figure: Value creation strategy for employees

Customers and employees.

Job Satisfaction of employees and its Impact in providing services to meet up

Customer expectations

Figure: Employee value chain Strategic alliances that will increase customer
expectations.

Recommendations to Improve the Level of Job Satisfaction

Following criteria are recommended from clients viewpoint to reduce the service
gaps and increase customer satisfaction.
The company mission should include a focus on customers.
A strong relationship with existing customers prevents Gap 1 from occurring
and companies are more able to understand the changing needs and
expectations of their existing customer base.
Employees have to express solidarity with the customer.
Employees have to be aware of customer expectations.
As this is the largest commercial bank of country, more employees have to be
engaged here to serve the customers properly. Skilled personnel have to be
employed here. Training and motivational programmers should be introduced
to improve the employee skill.
The bank should take steps to minimize the operation time. The bank should
establish sufficient number of counter to reduce the long queue. More modern
equipments have to be introduced here to provide better service.
To provide better transaction facilities, new ATM booth should be established.
There is a messy environment in this bank. There should have a disciplined
work procedure. There is a bureaucratic practice in this bank. This
bureaucratic relationship between the management and front line personnel
should be removed.

Job Satisfaction of employees and its Impact in providing services to meet up

Customer expectations
Conclusion
Throughout the proposal I will try to communicate exactly what information will be
obtained, where it will be obtained, and how it will be obtained. I think this Draft will
give you an idea about my Case Study work on Janata Bank Limited.

Bibliography

REPORT PREPARATION
A written report will be prepared, and an oral representation of the findings will be
made by me at the convenience of my supervisor teacher and department.

TIME AND COST ESTIMATES

The item wise breakdown of the tentative time needed to carry out the Case Study is
given below:
Pre-testing and modification of questionnaire

2 days

Data collection

2 days

Data tabulation and analysis

3 days

Data interpretation and report writing

3 days

Total estimated time

10 days

In this case, I have tried to maintain good combination of time as best I could.
Appendix
Interview Question:
1) Do you think that sufficient marketing research is important for improving
service quality and competitiveness?
7

Job Satisfaction of employees and its Impact in providing services to meet up

Customer expectations
2) When you make a quality improvement decision, do u think focusing customer
expectation is more important that management perception?
3) We have all dealt with difficult customers. Can you describe a situation where
a customer tested your patience?
4) What experiences have you had in dealing with difficult customers? Can you
give an example and explain how you reacted?
5) Describe the normal kinds of customer dissatisfaction associated with your
job. Can you give me an example? How did you respond/feel/cope?
6) In some cases we may do everything possible to satisfy a customer yet they
still complain about how they were treated. Tell me about the last customer
who complained about the service you provided.
7) Quality standard of service of an excellent bank reflect customer expectations.
is your bank positioned the service quality by maintaining those standards?
8) According to your banks services cape design, do u think that it will be
attractive to consumers according to your service delivery?
9) For delivering better service quality, do u think that your traditional recruitment
policy is not appropriate for handling loyal customers or developing new service
quality framework?
10) Every banks policy is to make a profit, your bank is not far from that.
according to my consideration its an important task to know that consumers demand
is supported by organizations supply/ service to achive competitiveness. whats your
opinion?
11) Is your marketing program is too much strong to deliver accurate service
quality and your effective business communication plan?
12) do u think that your communication plan reflected by all consumers
expectations?

Job Satisfaction of employees and its Impact in providing services to meet up

Customer expectations