CUSTOMER SATISFACTION & QUALITY INSURANCE

Section 1:

Research Topic:

Customer satisfaction, a business term, is a measure of how products and services supplied by a

company meet or exceed customer expectation. Customer satisfaction is defined as "the number
of customers, or percentage of total customers, whose reported experience with a firm, its
products, or its services exceeds specified satisfaction goals. Within organizations, customer
satisfaction ratings can have dominant effects. They focus employees on the importance of
satisfying customers’ expectations.  In a cutthroat marketplace where businesses struggle for
customers, customer satisfaction is seen as an input differentiator and more and more has
become a key element of business strategy.

National Bank of Bahrain has always been at the front position of community development in the
Kingdom of Bahrain. The Bank has continually strived to develop an association which plays a
momentous role in ensuring a philosophy which encompasses community growth as part of its
accountability to the society.The Bank ultimately owes its success to its customers and the
community in which it conducts its business. There has been an increasing demand from society
to ensure that businesses work in a sustainable manner. NBB not only shares this opinion, it
enthusiastically ensures that this principle is actively followed. 

Section 2:

Research Aim: 

The research aims to study the customer satisfaction & quality insurance with respect to National
Bank of Bahrain. The study focuses on the needs of the customers, factors that lead to consumer
satisfaction, effects of customer satisfaction on the organization. The study also focuses on the
quality of Insurance provided by the conventional Insurance companies, components of good
quality insurance that bring success in the organization.

Section 3:

Literature review:
 1. Stelios Kentritas, http://www.crm2day.com, Expert’s Corner:
The expert on the question asked on to measure customer satisfaction level with regard to
a call center explained about CSM as Customer Satisfaction Measurement (CSM)
programs are characteristically part of broader quality - related processes or initiatives
within organizations. He further states that a call center service should be not been seen
different from any other service offered by an organization. By saying this he meant that
the effectiveness and quality of a call center should be and can be measured partially by
CSM methods. Through CSM, surveying the customer base is a common method that can
yield certain conclusions about the call center.

2. Oscar Alban; Taking an Enterprise View of Quality Assurance; 05 October 2004:

He mentions in his article about Performance improvement throughout the customer
service value chain has become one of the top priorities of most important companies
around the world. As more organizations seek to put on a pedestal customer service
from a remote part of the business to a premeditated enterprise asset, the view of
customer service is changing from a disconnected business function to an integrated set
of business processes. Business plans for most organizations call for creating optimistic
customer experiences across channels, which is enlightening customer service as a true
venture interest that spreads across many functions of the company.

Conventionally, the customer contact center has served as the center of organizations
customer service strategies. In recent years, the focal point on this function has only
continued to develop. If the entire organization grasps the strategic value of optimizing
customer interactions, it can have a powerful effect on the base line, not to mention
customer satisfaction. 

Target Users/Beneficiaries

1. Customers: The research study will act as an important reference point for the customers as
they will get a bit familiar with the aims and objectives that are set by a particular institution
which further lead to customer satisfaction to help them get to know about the working of an
organization. Hence, it would provide an insight for the customers regarding the working of an
organization.

2. Various private Players: Along with the customers, the research study will be an important
source of knowledge for various private players in the industry. The discussions in the study may
provide insights to the players such that they can advocate implementation of the same.
Moreover, since its discussion on customer satisfaction that has direct impact on private players
it will be a study of interest for such players.

3. Other Researchers: The study will act as a case study for other researchers who may be
looking to strengthen their understanding in this topic.

4. Employees: The most important beneficiaries in the line of this project will be employees of
any conventional organization. As they get a knowhow of the opinions and views of the
customers which would help them to take their future steps to be taken in line with the working
of the organization.

Data Source

For the purpose of this research, data will be collected from both primary and secondary
sources. Research will be based on two sources:

A. Primary data
Primary survey has been conducted with questionnaires filled by the employees of
NBB across Bahrain, as well as individuals, having jobs in different organizations and
also by sending questionnaires to the supermarkets and malls which were duly filled
by the respective customers.

B. Secondary data
Secondary data would be collected from secondary sources like existing research
works, books, journals, articles and other publications. In addition to this data will
also be collected from various Private companies.
References:
 Andaleeb, S. S. 1998. Determinants of customer satisfaction with hospitals: A

Managerial model. International Journal of Health Care Quality Assurance

11(6): 181-187.

 Agrawal, R. 2008. Public transportation and customer satisfaction. Global Business

Review 9(2): 257-272.
 Ekinci, Y. 2003. An investigation of the determinants of customer satisfaction. Tourism
Analysis