Mohinur Akter, Jarin Tasnim

Abstract: The inescapable necessity of green activity infers several banks to adopt green banking practices. The green banking concept is very prominent in developed countries. In parallel, Bangladesh has embraced this practice very recently. Depending on earlier research literature, through this study, it has been found that customers have a good perception regarding green banking. However, identification of the customer satisfaction level is paramount. The present study spotlights the several factors which influence customer satisfaction level for green banking practice. For analysis, 10 banks which are located in Dhaka city and practicing green banking practices have been preferred. To select the respondents, the judgmental sampling technique is being used. Descriptive statistics such as frequency, percentage, Regression, ANOVA, and Factor analysis have been used to analyze the data. Here security, trustworthiness, and user-friendly factors influence the customer satisfaction level most. In addition, customer satisfaction and green banking have a significant correlation with customer trust and loyalty. GB has a great influence on customer satisfaction. From the recommendation, to pull more satisfied customers, banks should find better operations for green banking phenomenon. The paper concluded with some strategic guidelines regarding the application of green banking practices to enhance customer satisfaction levels in future.

Keywords: Green Banking (GB), Banks, Customer satisfaction, Customer Loyalty, Bangladesh, Regression Factor analysis

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