Research Questionnaire on Marketing Policies of Financial Service

Institutions
A questionnaire prepared to gather information for my research as a partial fulfillment
of the requirements of Masters of Business Administration Degree of University of
Ruhuna Sri Lanka is sent herewith and I, L.C.A.Pushpakumara, a Master student of
University Ruhuna would be highly obliged if you could complete and return the same at
your earliest to make this research a success. Further I assure that this questionnaire will
be treated confidentially.
Thank you for your valuable corporation

1) Name of the Financial Institution:

2) Gender:
Female
Male
3) Level of Education
AL +Banking qualification
Bachelors Degree
Bachelors Degree + Banking qualification
4) Current Position Held:

Above MBA

.
5) Number of years of experience in the banking industry:
In answering questions in this questionnaire please answer by a check mark () in the

agreement about how well the statements describe the actual

responsiveness of your company.
We constantly monitor our level of commitment and orientation to

serving customer needs.

We freely communicate information about our successful and

unsuccessful customer experiences across all business functions

Our strategy for competitive advantage is based on our understanding of

customers needs
We measure customer satisfaction systematically and frequently.
We are more customer focused than our competitors.
I believe this business exists primarily to serve customers.
Data on customer satisfaction are disseminated at all levels in this

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business unit on a regular basis.

Agree

Strongly Agree

orientation) of service organizations. Please indicate extent of your

Disagree Neither agree Nor

6) The statements below describe responsiveness (responsive market

Disagree

Strongly Disagree

appropriate column

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7) The statements below describe the innovations of service organization. Please indicate extent
of your agreement about how well the statements describe the actual innovations of your
company.

8)

Our unit accepts demands that go beyond existing products and services

We invent new products and services

We experiment with new products and services in our local market

We commercialize products and services that are completely new to our

unit
We frequently utilize new opportunities in new markets

Our unit regularly uses new distribution channels

We regularly search for and approach new clients in new markets

We frequently refine the provision of existing products and services

We regularly implement small adaptations to existing products and

services
We introduce improved, but existing products and services for our local
market
We improve our provisions efficiency of products and services

We increase economies of scales in existing markets

Our unit expands services for existing clients

Lowering costs of internal processes is an important objective

The statements below describe the market driving of service organization. Please indicate extent
of your agreement about how well the statements describe the actual market driving of your
company.
Substitute the traditional channels for direct sale through the internet of

by telephone.
Develop collaboration of other companies offering complimentary

services jointly with the main services.

Carry out an offer of complimentary benefits through the integration

into the company of other services or through joint ventures

Promote the creation of barriers in the retail banking industry against

whichever competitor
Develop new ways of doing business which could influence the

behaviors of competitors.
Modify the current market strategies in order to force a change in the

behavior of competitors.
Adapt conditions of purchase to individual customer characteristics
Establish special conditions in order to modify the behavior of clients in

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the direction desired by the Bank

Develop new advantages for clients in relation to existing services or

products.
Modify the perception which clients have of the current financial

service.
9. The statements below describe the organizational performance of service organization. Please
indicate extent of your agreement about how well the statements describe the actual
organizational performance of your company.
The company has increased its market share
The company has increased the volume of trade with some customers
The company has increased its global benefits
The company has improved its competitive position
The company has reduced costs

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11. Relative size of your company compared with other companies of the same sector.
One of the largest 7

One of the Smallest

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