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Mohammad Shamsuddoha
Assistant Professor, Department of Marketing,
University of Chittagong
Mohammed Alamgir
Lecturer, Department of Marketing,
University of Chittagong
Research question 2:
What is the role of dimensions of service quality in the formation process leading to overall
customer satisfaction?
There are various factors influencing customer satisfaction. This study will focus on
the factors of service quality and its role in forming customer satisfaction. Rather than
analysing whether service quality dimensions affect customer satisfaction or not, the
researcher will confirm that service quality dimensions does affect customer satisfaction and
will evaluate the role of those dimensions to build customer satisfaction.
Introduction:
In the services marketing literature, it is generally agreed that service quality,
customer satisfaction and loyalty are important constructs. These are especially critical in
people-intensive sectors like retail banking industry. In today’s competitive business world
many firms are focusing their efforts on achieving and maintaining a loyal customer base.
According to Caruana (2002) loyal customers are the foundation of any business. Customers
often rely on intangible aspects to decide whether to become loyal client. In this aspect it
can be noted that, various factors are important to customers to make such a decision and
thus a better understanding of customer loyalty especially to service sector is really needed.
To do so first of all it is important to identify the antecedents of loyalty. Bloemer et al.
(1998) argued that a more feasible approach for banks is to focus on less tangible
determinants of customer loyalty like satisfaction. So, it can be argued that to establish loyal
customer base, banks need to put effort to increase customer satisfaction. Customer
satisfaction plays a vital role in establishing loyalty and at the same time it is also noted that
there are various factors that lead to satisfaction towards the bank. On the other hand,
identifying and understanding the antecedents of customer satisfaction is a critical issue for
academicians as well as bankers. Considerable researchers (e.g. Parasuraman, et al., 1988
and Zeithaml, et al., 1990) have pointed out service quality as the key factors of satisfaction.
The concept of satisfaction, service quality and loyalty are related to each other. In this
paper the researchers tried to establish satisfaction as an important factor behind loyalty and
also to find out their relationship. At the same time, the researchers also wanted to develop a
conceptual framework that incorporates loyalty, satisfaction and service quality. After
dealing with the conceptual issues researchers have collected data through a questionnaire
and also discussed the results of the empirical study that has been done to seek the answers
of the research questions.
Literature review:
In order to ensure that the subject matter is valid, a literature review has been
undertaken. Before going to the explanation related to the aforesaid aspects a brief
explanation regarding service has been given.
Service:
Services have some exceptional characteristics that ma ke them different from
physical products. To produce a service may or may not require the use of tangible goods.
There are some fundamental characteristics of services like intangibility, inseparability,
heterogeneity, and perishability (Zeithaml and Bitner, 1996). The most notable thing is that
it is often difficult for customers to evaluate services at pre-consumption, consumption and
post-consumption stage. On the other hand, due to intangible nature of services,
organisation may also face difficulty to understand how its customers perceive and evaluate
the quality of its services.
Service loyalty:
The notion of the loyalty construct has developed over the years (Caruana, 2002).
Research into customer loyalty has focused primarily on product-related or brand loyalty,
whereas loyalty to service organisations has remained underexposed (Bloemer, et al., 1998,
p 276). The concept of brand (customer) loyalty also extends to service organizations that
typically provide somewhat more intangible products. Service loyalty can be defined in the
following way: “Service loyalty refers the degree to which a customer exhibits repeat
purchasing behaviour from a service provider, possesses a positive attitudinal disposition
toward the provider, and considers using only this provider when a need for this service
arises” (Gremler and Brown, 1996, cited in Caruana, 2002, p 813).
Perceived Loyalty
value intentions
Duration of banking:
In order to investigate customer satisfaction and loyalty with the bank, it is also
important to explore how long the respondents held their accounts with the bank. Details
regarding this aspect are reported in Table 3
Table 3: Period of time the respondents held account with the bank.
Frequency Percentage
Less than 1 year 55 22
1-3 years 125 50
More than 3 years 70 28
It is evident from the above table that 22 % of the respondents held accounts with
their present bank for less than 1 year. For instance, a significant number of respondents
(50%) articulated that they were dealing with the bank for one to three years and a
considerable number of respondents (28%) were with the bank for more than three years.
This might imply a reasonable degree of customer loyalty and satisfaction towards the bank
but it’s a narrow focus on the loyalty and satisfaction aspect because it just considered only
one factor e.g. duration. To get a clear picture and wide idea regarding satisfaction and
loyalty and also to identify the factors that influence them to bank with their bank for 1 to 3
years or more than 3 years, various service quality aspects were included in the
questionnaire.
12% 0%
22%
Very High
High
28% Moderate
Low
Very low
38%
Respondents were asked to evaluate the bank service quality, considering the service
quality aspects, which they think most important to them. In this regard, a significant
proportion of respondents (60 %, where 38 % mentioned high and 22 % mentioned very
high) mentioned the bank service quality is high. Results also indicate that 28% respondents
expressed moderate opinion whereas 12% mentioned the bank service quality is low.
Overall satisfaction:
In order to find out the level of satisfaction towards the bank the respondents were
asked to express their overall satisfaction on the basis of service quality dimensions
mentioned earlier. The findings are reported in Figure 2.
Figure 2: Level of satisfaction towards the bank
Level of satisfaction
Highly satisfied
6% 12%
6%
Satisfied
28% Neutral
48% Dissatisfied
Highly dissatisfied
It can be noted from the graph, that a significant proportion of the respondents (60%,
out of which 12% articulated high satisfaction and 48% articulated satisfaction) expressed
their satisfaction towards the bank considering the service quality aspects of the bank. On
the other hand, a considerable number of respondents (28 %) articulated neutral attitude
towards the bank service, which means they were neither satisfied nor dissatisfied. The
graph also reveals that 12% expressed their dissatisfaction towards the bank service.
Moreover, the respondents who have agreed with the service quality aspects they also
express their overall satisfaction towards the bank. So, it can be argued that service quality
plays an important role in the formation process of satisfaction.
Loyalty Construct:
In order to find out loyalty towards the bank two questions were included in the
questionnaire. One question was related to the changes in policy and service charge. In this
regard the respondents were asked to express their agreement or disagreement, if the bank
changes its service charge or policy whether they will bank with their present bank or not.
The findings are reported in Table 5.
Table 5: Frequency of respondents’ opinion to continue with the bank.
1 2 3 4 5
F % F % F % F % F
%
You will continue with this
bank even if the service charge or policies 45 18 105 42 20 8 40 16 40 16
change somewhat
Scale: 1= strongly agree, 2= some what agree, 3= neither agree nor disagree, 4= somewhat
disagree, 5= strongly disagree.
From the Ta ble 5 it is clear that, a significant proportion of respondents (60 %, out
of which 18 % articulated strong agreement and 42 % articulated somewhat agreement)
mentioned that, they will continue even if the service charge or policies some what changes.
On the other hand, 32 % expressed their disagreement towards the statement and only 8 %
articulated neutral opinion. In this regard it can also be noted that satisfied customers tend to
be loyal with the bank regardless of changes in service charge or policies. Another question,
loyalty perspective, was regarding recommendation. The respondents were asked, whether
they will recommend the bank to others. Findings related to this presented in Table 6.
Table 6: Recommending the bank to others.
1 2 3 4 5
F % F % F % F % F %
You will recommend the bank you have 50 20 50 40 45 18 35 14 20 8
chosen to the person you know.
Scale: 1= Extremely likely, 2= likely, 3= moderately, 4= unlikely, 5= not at all likely.
satisfaction level
20 Highly sa
15 satisfied
10 Neutral
5 Dissati
0 Highly dis
w
h
ate
low
h
Hig
Lo
hig
er
ry
od
ry
Ve
Ve
M
Service quality
Recommendations:
Satisfaction is the important factors behind loyalty. In order to create loyal customer
base as well as satisfied customer banks should emphasize especially on service quality
aspect. On the basis of literature and findings of the study it can be argued that service
quality dimensions has great impact on satisfaction that in turns lead to loyalty. So, a clear
understanding between satisfaction and loyalty (via service quality) can help the bank to
perform well. It is really hard to recommend considering a small sample but as the results
support the earlier research some recommendations can be made on the basis of the findings
and if the bank follows some of them on a trial basis they might get benefit from it.
In this regard bank can initiate the following steps:
1. Retail bank is service oriented and people -intensive sector. Customer always deserves
better quality service as well as good manner , empathy, and so on. To comply with this
bank should monitor their activities as well as their employees in order to make a
positive impression on customers in context of service quality aspects.
2. The study reveals that various problems occurred in the service delivery process and
these are considered as the elements of dissatisfaction. In this context, retail bank should
try to find out the reasons of complain and also try to minimise it by providing proper
training to the staff. Again bank can take some initiatives to find out what customers
really expect from them. If they have proper knowledge regarding customers’
expectations, they can easily solve the problem and in this way the banks can manage a
considerable amount of satisfied customers.
3. Time to time bank can also conduct some survey to find out customers’ perception
about the service quality as well as their expectation from the bank.
Conclusions:
The aim of this study is to identify satisfaction as the major factor behind customer
loyalty in retail banking sector. To comply with this two research questions have been
considered. From the above literature review and findings it is concluded that satisfaction
seems to be the most important factor influencing customer loyalty with banks. The results
also show that there is a positive relationship between satisfaction and loyalty that means
increase or decrease in level of satisfaction influence loyalty towards the bank. Those who
are satisfied with the bank they also intend to continue with the bank. Moreover, the results
also show that overall satisfaction with the bank has a significant relationship with
recommending the bank to other people. Furthermore, this study also reveals that the level
of satisfaction depends largely on service quality. Service quality is crucial for customer
satisfaction. According to the findings service quality has been found as an important factor
towards satisfaction. Moreover, the study also reveals that individual indicator of quality
dimensions has great impact on satisfaction. It can be noted from the findings that safety
and security in transaction has been found (86% considered it as an important service
quality aspect) important from respondents’ viewpoint and it has also a positive effect on
satisfaction. Along with this, responsiveness also has great impact on satisfaction. The study
also reveals that high service quality implies high satisfaction and vice versa.
The main conclusions can be summed up as:
1. Satisfaction is the most important determinant of customer loyalty in retail banking
sector and there exists a positive relationship between them.
2. Service quality dimensions are the important antecedents of satisfaction.
3. Amongst the various service quality dimensions safety and security along with
responsiveness and empathy got the highest attention. Research also shows that
these dimensions play a vital role in the formation process leading to satisfaction.
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