Asian Journal of Research in Business Economics and Management

Students have become an important part of the banking sector. They have to use bank's service to pay their tuition fees at universities, colleges etc. As this encourages pupils to take their first steps toward banking, this is a hugely important segment that has traditionally been ignored. To explore this intriguing subject, we decided to conduct a survey on 355 students of Northern University Bangladesh, Khulna, who, for academic reasons, banks with Mercantile Bank Khulna. Our study re-examines the three factors (Reliability, Responsiveness, and Assurance) identified by Parsu Parasuraman, Valerie Zeithaml, and Leonard Berry to determine the critical factors in measuring customer satisfaction in the context of a developing economy's banking sector, i.e. Bangladesh. The outcome of the study demonstrates a very interesting side of these respondents. Which makes us believe, how long customers have to wait, has very little impact on customer's overall satisfaction.