Dessertation

A RELATIONAL STUDY ON BANKS OVERALL SERVICE QUALITY,
OVERALL PRODUCT QUALITY, CORPORATE SOCIAL PERFORMANCE,

AND BANK REPUTATION IN CONTEXT OF PRIVATE COMMERCIAL
BANKS IN BANGLADESH
By
Ahmed Saifullah Siddique

ID: 0120086
An Internship Report Presented in Partial Fulfillment

of the Requirements for the Degree
Bachelor of Business Administration
INDEPENDENT UNIVERSITY, BANGLADESH

April 2006
A relational study on banks overall service quality, product quality, social performance, and bank reputation 2
A RELATIONAL STUDY ON BANKS OVERALL SERVICE QUALITY,

OVERALL PRODUCT QUALITY, CORPORATE SOCIAL PERFORMANCE,
AND BANK REPUTATION IN CONTEXT OF PRIVATE COMMERCIAL
BANKS IN BANGLADESH
Submitted by

ID: 0120086
Submitted to
Mr. Shuvankar Shil

Internship Supervisor
School of Business
INDEPENDENT UNIVERSITY, BANGLADESH

April 2006
April 26, 2006

Mr. Shuvankar Shil

Internship Supervisor
School of Business
Independent University, Bangladesh.
Subject: Submission of Internship Report
Dear Sir,
I am submitting my Internship report and would like to take the opportunity to thank you for your
guidance and supervision in its completion. I completed my Internship Attachment at United
Commercial Bank Ltd. from the 15 of February 2004 to 3rd of May 2006. The title of my report
is “A Relational Study on Banks Overall Service Quality, Overall Product Quality, Corporate
Social Performance, and Bank Reputation in the context of private commercial banks of
Bangladesh”. The report has its due limitations and conducting the research was not without
difficulties. However, with your guidance, it was completed in the best possible manner.
Sincerely Yours,

ID: 0120086
ACKNOWLEDGEMENT
In the preparation and finish this internship report, I acknowledge the encouragement and
assistance given by a number of people and institution. I am most grateful to the UCB’s management
to give me the opportunity to complete my internship in their organization.
I would like to express my gratitude to my Supervisor Mr. Shuvankar Shil for
providing me detailed feedback and advice on this report. He always gave me his suggestions
in making this study as flawless as possible.
I also want to render my special thanks to Mr. Mr. Sawkat Jamil (AVP) for providing all the
support in the organization. Furthermore, I want to convey my heartiest thanks to my classmates and
friends especially Mr. Russel Amin and Mr. Abdus Samad Khan who have helped me a lot with their
kind view, assistance, and encouragement. Without their help this report could not be fulfill.
Finally Special thanks go to the respondents, who spared their time generously,
and took the trouble of answering a detail questionnaire and helped me to complete my study.
Table of Contents
Page
Executive Summary I
1.0 Introduction 2
1.1 Statement of the Problem 3
1.2 Purpose of the Study 4
1.3 Research Timeline 4
1.4 Limitation of the Research 4
2.0 Review of Related Literature 5
2.1 Overall Service Quality 5
2.2 Overall Product Quality 6
2.3 Corporate Social Performance 7
2.4 Bank Reputation 8
2.5 Relationship between overall service quality and bank reputation 9
2.6 Relationship between overall product quality and bank reputation 10
2.7 Relationship between corporate social performance and bank reputation 10
3.0 Operational Definitions 11
4.0 Research Questions 12
5.0 Hypothesis 12
6.0 Development of Conceptual Framework 13
7.0 Methodology 13
7.1 Research Design 13
7.2 Research Approach 14
Page
7.3 Sampling Method 15
7.4 Data Collection Procedure 15
7.5 Survey Instrument 16

7.6 Pilot Test Questionnaire 17
7.7 Data Analysis Procedure 17
8.0 Results 18
8.1 Reliability coefficients and descriptive statistics 18
8.2 Correlation analysis 19
8.3 Linear Regression analysis 20
8.4 Step wise Regression analysis 21
9.0 Assessment of Research Hypothesizes 22
10.0 Significance of the study 24
11.0 Recommendation and conclusion 25
References 27
Appendix 1 32
Appendix 2 35
List of Tables
Page
1.0 Operational definition 11
2.0 Reliability coefficients and descriptive statistics 18

3.0 Correlation analysis 19
4.0 Linear regression (enter method) 20
5.0 Stepwise regression of bank reputation 20
List of Figures
1.0 Conceptual framework of research variables and their relationship 13
Executive summary
This research plans to investigate the affect of banks overall service quality, overall product
quality, and corporate social performance on bank reputation within the context of private
commercial banks of Bangladesh. It is a study designed to measure the correlational relationships

among banks overall service quality, overall product quality, corporate social performance and
bank reputation. Here, banks overall service quality, overall product quality, and corporate social
performance are considered as the independent variables and bank reputation is considered as
dependent variable. The survey yielded a total of 80 complete usable questionnaires will be given
to clients and employees of 10 private commercial banks of Bangladesh. The survey comprises
among the clients of UCB, Prime Bank Ltd, Premier Bank Ltd, BRAC Bank Ltd, Bank Asia,
NCC Bank Ltd, Islami Bank Bangladesh Ltd, The City Bank Ltd, One Bank Ltd, etc. SPSS
version 11 software will be employed in this study for data analysis. Correlation analysis and
stepwise regression were performed to assess the hypothesis. The correlation analysis revealed
concise support to prove almost all the hypothesis but the stepwise regression provided partial
support to the hypothesis. After successfully analyzed the gathered information, it could be stated
that all the measured independent variables (i.e., overall service quality, overall product quality,
and corporate social) statistically and significantly correlated with bank reputation.
1.0 Introduction
Bank is very old institution that is contributing towards the development of any economy as
well as plays a vital role of financial intermediary of a country. Bank is treated as an important
service industry in modern world. But due to globalization and free market economy, this
industry is facing severe competition in Bangladesh, and implementation of WTO will further
increase this competition. Banking sector in Bangladesh can be divided mainly into four
categories which are Nationalized Bank, Local Private Commercial Bank, Specialized financial
institution and Foreign Bank. At present there are 49 scheduled banks are operating in
Bangladesh. Of these 4 are nationalized, 5 are specialized, 30 are local private commercial banks
and 10 are foreign bank (Malek, 2005). However, despite many fundamental banking
reformations, still domestic banks are lagging behind on many fronts compared with foreign
commercial banks with wide range of capitalization, overseas network, modern management
expertise, experience, technological advancement, etc. That results for the domestic banks
relative weakness in service quality and product quality as delivered to domestic customers.
So there is inevitable competition among domestic, and foreign banks because managers and
staffs of foreign banks are aware of innovative products and services of high quality, and
competition for customers, who are becoming increasingly knowledgeable regarding banks
services and products. As a result domestic banks management are now very strictly focusing on
improved service quality and product if they are to build positive reputation and increase profits.
Because reputation plays an especially important strategic role in service markets since the pre
purchase evaluation of service quality is necessarily vague, and incomplete. As Julian and
Ramashen, 1994 said delivering quality services and products to customers is essential for
success and survival of today’s competitive banking environment. The provision of products and
services of high quality enhances reputation, improves customer retention, attracts new customer
through word of mouth, and increase financial performance, and profitability. So it is therefore
important for any retail bank in Bangladesh to understand the main drivers of Bank reputation as
well as to take effective measure to improve both service and product quality which will enhance
their reputations and thus attract a large share of profitable customers, and maintain a sustainable
competitive advantage in the long run (Yonggui Wang, Hing- P. Lo, 2003).
1.1 Statement of the Problem
The researcher intends to investigate the effect of overall service quality, overall product
quality and corporate social performance on bank reputation within the context of private
commercial banks of Bangladesh. Previous research (Yonggui Wang, Hing- P. Lo, 2003)
conducted on several banking industries in China reveals the importance of overall service
quality, and overall product quality in the development of bank reputation and investigated a
relationship among overall service quality ,overall product quality, and bank reputation.
Moreover Benjamin A. Neville, Simon J. Bell and Bulent Menguc study gives researchers strong
evidence to show a relationship between reputation and company’s social performance which was
unrevealed in Yonggui Wang, Hing- P. Lo, 2003 study. In the current study, therefore, the
researcher will utilize the study of Yonggui Wang, Hing- P. Lo, 2003 with an added variable
corporation’s social performance to investigate such relationship. In the context of commercial
banks of Bangladesh no such studies were carried on this topic previously. This patronizes the
current study to explore if there is any significant relationship exists among banks overall service
quality, overall product quality, corporate social performance and bank reputation.
The research problem then is stated as follows: This study will investigate the relationship
bank reputation within the context of banking industry of Bangladesh.
1.2 Purpose of the Study
The purpose of this study is to present and test the model which will identify the relationship
bank reputation within the context of banking industry of Bangladesh.
1.4 Research Timeline

2006 February 24 Research proposal writing
2006 March 15 Literature review writing
2006 March 25 Data collection (survey, etc)
2006 April 15 Data analysis and interpretation
2006 April 26 Draft copy submission
2006 April 30 Final submission of research paper
1.5 Limitation of research
There are numbers of limitations in this study. The respondent of the population will be
limited in terms of size and composition. Since, the researcher has conducted survey, there were
lot of chances that all the respondents will reluctant to fill up the questionnaire. First, data
collection is restricted within Dhaka city only, which may fail to represent the actual scenario of
the relationship between measured variables. The result could be different if people from outside
Dhaka city were brought under consideration. Second, the researcher is only considering the
clients of only one branch of each bank and thus, is not including the other clients.
2.0 Review of the related literature
2.1 Overall service quality
Quality of service is essential for customer satisfaction (Cronin and Taylor, 1992;
McAlexander et al., 1994), repeat purchases (Schneider and Bowen, 1995), and winning
customer loyalty (Zeithaml et al., 1990), and customer retention (Zeithaml et al., 1996). It also
affects companies’ market share, and thus profitability (Schneider and Bowen, 1995).Service
quality has been the subject of considerable interest by both practitioners and researchers in
recent years, spurred on by the original work by Parasuraman, Zeithaml and Berry, (1985). An
important reason for the interest in service quality by practitioners results from the belief that this
has a beneficial effect on bottom line performance for the firm. Definition of service quality
revolved around the idea that it is the result of comparison that customers make between their
expectations about a service and their perception of the way the service has been performed
(Lewis and Booms, 1983; Lehtinen & Lehtinen, 1982; Gonoroos, 1984; Parasuraman et al, 1985,
1988, 1991, 1994). Lehtinen and Lehtinen (1982) gave a three dimensional view of service
quality. They see it as consisting of what they term “interaction”, “physical” and “corporate”
quality. Traditionally, service quality has been defined as the difference between customer’s
expectation of service to be received and perception of service actually received. (Gonoroos,
1984; Parasuraman et al, 1988, 1991). Furthermore Dabholkher et al. (2000) suggested that it is
better to consider factors associated with service quality like reliability and responsiveness as
being antecedents of customer’s perceptions of service quality as dimension and components of
the construct. Yonggui Wang, Hing-P,Yer V,Hui;2003 measured service quality by customer
perception only through the SERVPERF model(Cronin and Tylor,1992). According to their study
they suggested tangibility, reliability, responsiveness, assurance and empathy of service as
antecedents of service quality. And their study proposed that tangibility, reliability,
responsiveness, assurance and empathy of service have a positive impact on customer perception
of service quality. Furthermore service quality is often conceptualized as the difference between
customer’s expectation of service to be received and perception of service actually received
(Gonoroos, 1984; Parasuraman et al, 1988, 1991) and this construct is used in this study to define
overall service quality.

2.2 Overall product quality
Researcher found several different conceptualizations of product quality. According to
Yonggui Wang, Hing-P Lo (2003) opinion, in marketing and economics literature quality has
been viewed in terms of products attribute. In contrasts, in the field of operations management,
quality has been defined as having multiple dimensions such as fitness of use (whether the
product does what it is supposed to do, and whether it possesses features that meet the needs of
customers) , reliability (to what extent the product is free from deficiencies) . In service point of
view Parasuraman et al (1988) defined product quality as an overall assessment. Garvin (1988)
defined product quality in very comprehensive manner. According to Garvin (1988) overall
product quality comprises the following eight attributes: performance, features, conformance,
reliability, durability, serviceability, aesthetics, and customer perceived quality. In brief:
performance means a products primary operating characteristics, Features refers to the additional
features (or the bells and whistles) of the product, conformance represents the extent to which a
products design and operating characteristics meet the established standards, reliability indicates
the probability that a product will operate properly over a specified period of time under stated
condition of use, durability means the amount of use the consumer gets from a product before it
physically deteriorates or until a replacement is preferable, serviceability refers to the speed,
competence and courtesy of repair, aesthetic refers to how a product appeals to the five senses,
customer perceived quality indicates the customers perception of a products quality, based on the
reputation of the corporation. The researcher will utilize the definition of Garvin (1988) for this
study.
2.3 Corporate social performance

The concept of corporate social performance evolved from the concept of corporate social
responsibility and corporate social responsiveness, which responded to questions regarding
organizations social responsibilities and how these should be enacted ( Benjamin A. Nevile,
Simon J. Bell and Bulent Mengic, 2006 ). According to Woods (1991) definition, corporate
social performance is a business organizations configuration of principles of social responsibility,
processes of social responsiveness, policies, programs and observable outcomes as they relate to
firms societal relationship. Whereas Zeller, Lapenu and Greeley, (2003) stated that the social
performance of an organization (whether a private-for-profit firm, cooperative or NGO)
comprises the relations of the organization with its clients and with other stakeholder groups.
Social performance is not equal to social impact, i.e. the change in welfare and quality of life (in
all of its dimensions) among clients and non-clients (and the wider local, national and global
community) due to the activities of an organization. The measurement of social performance
involves investigating the structure of an organization (i.e. mission, ownership, management
principles, relation to and care for its staff) and its conduct in the market and local and wider
community such as services, products, market behavior, other relations with clients and other
stakeholders, incl. community and social/political organizations (Zeller, Lapenu and Greeley,
2003). Furthermore based on Davis (1973) iron law of responsibility, the principle of corporate
social performance incorporates the principle of legitimacy, whereby the society has the right to
define an organization’s legitimate functions such as the principle of public responsibility, where
an organization must take responsibility of social problems that are related to their business
operation ( Preston and Post, 1975) and the principle of managerial discretion, which recognized
that business decision are made by moral human actors ( Carroll, 1979). For this study, the
definition of Wood (1991) will be used to define corporate social performance.

2.4 Bank reputation
Reputation plays an especially vital strategic role in service markets because, the pre- purchase
evaluation of service quality is necessarily vague and incomplete. It is apparent that bank
reputation also plays an important role in the determining of purchasing and repurchasing and
behaviors of customers (Yonggui Wang, Hing P;2003). According to ( Barich and Kotler, 1991;
Andressen and Lindestad,1998) customer loyalty is similarly enhanced especially in retail
banking industry where quality cannot be evaluated accurately before purchase. It is also widely
acknowledged that a positive reputation is a strategic factor that can be employed to earn above
average profit (Weigelt and Camerar, 1988). Nguyen and Leblenc (2000) defined reputation as an
effective means of predicting the outcome of the service production process and can perhaps be
considered the most reliable indicator of the ability of a service firm to satisfy a customers
desires. Economists have analyzed issues of reputation in relation to product quality and price
{shapiro, 1983). Researchers in marketing have considered reputation under the rubric of brand
equity or customer equity and have associated it with the credibility of the firm ( Aaker, 1996;
Rust et al, 2001). Gatewood et al, (1993) and Shapiro (1983) described reputation as a
combination of tough competitor, providing a good place to work and having quality products. A
good reputation among different stakeholders provides several benefits such as higher customer
retention ( Caminiti, 1992; Preece et al, 1995) thus increasing repurchases and higher product
prices (Shapiro 1983) which both lead to higher income as well as lower costs via reduced
personnel fluctuation ( Ceminity, 1992; Dowling, 1986; Edson and Master,2000; Preece et al,
1995; Nakra 2000). Finally reputation is a result of the past action of a firm, and can be viewed as
a mirror of the firm’s history of communicating to its target group information about the quality
of its product in comparison with those of competitors, thus reflecting what stakeholders think
and feel about the firm and indicating that the organization is highly esteemed, worthy and
meritorious (Weigelt and Camerer, 1988; Hall, 1993; Fombrun and Shanley, 1990). The
researcher will use the definition of Nguyen and Leblenc (2001) to define bank reputation for this
study.
2.5 Relationship between banks overall service quality and bank reputation
Reputation plays an important strategic role in service markets because the pre-purchase
evaluation of service quality is vague and unpredictable (Barney 1991; Hall 1993). So according
to Yonggui Wang (2003) statement, it is apparent that quality of service and product not only
benefits by lowering cost through reduced waste and decreased deficiencies in products and
services, but also by increasing competitiveness through the establishment of a good reputation.
Rao (1994) claimed that the reputation is a result of financial performance, production quality,
service quality, management effectiveness- or some combination of this various factor that appeal
in one way or another to a firm’s multiple constituencies. So it is widely agreed in all
manufacturing industries as well as all service industries that improvement in service quality will
certainly contribute to appositive reputation. Finally the following hypothesis was proposed by
Yonggui Wang and Hing P (2003) ‘banks overall service quality has a positive impact on bank
reputation.
2.6 Relationship between banks overall product quality and bank reputation
Product quality has been become a priority of mangers if they are willing to build a strong
reputation for their firm, Yonggui Wang and Hing P (2003). This is because customer value
products as well as services in the course of accumulating the judgment over time about quality-
which determines the effectiveness of the reputation building activities of a firm especially in
service industries ( Nguyen and Leblenc, 2001). So Julian and Ramaseshan (1994) stated that,
delivering quality product and service to customer is essential for success and survival in today’s
competitive banking environment. The provision of products and services of high quality
enhances reputation, improve customer retention, attract new customer through word of mouth,
and increases financial performance and profitability. Finally the following hypothesis was
proposed by Yonggui Wang and Hing P (2003) “banks overall product quality has a positive
impact on bank reputation”.
2.7 Relationship between corporate social performance and bank reputation
Reputation has recently received increased attention by scholars as an important theoretical
construct for the study of corporate social performance (business and society, Vol.41 No.4,
December 2002, special issue). This has resulted from the recognition that stake holder’s
resource allocation decisions are based on an overall evaluation of organizations behavior thus
corporate social performance. Zeller, Lapenu and Greeley, (2003) stated that the social
performance of an organization (whether a private-or-profit firm, cooperative or NGO) comprises
the relations of the organization with its clients and with other stakeholder groups. On the other
hand reputation is stakeholder’s assessment of the credibility of the organizations projection.
Reputation therefore comprises a holistic evaluation of organizations image, framed by stock
holder’s personal value regarding corporate social performance. More specifically, corporate
reputation comprises a global perception or net assessment of the organizations social behavior
based on stakeholder’s instrumental or normative expectation (Benjamin A. Neville, Simon
J.Bell, bulent Menguc, 2005). Moreover stakeholder evaluates organizations motivation,
processes, outcomes and reputation holistically and relative to their particular expectation about
social performance. So finally (Benjamin A. Neville, Simon J.Bell, bulent Menguc, 2005)
propose that “corporate reputation will be directly and significantly related to corporate social
performance”. They also added that the positive relationship between corporate social
performance and corporate reputation will strengthen as the fit between social initiatives and
corporate strategy increases.
3.0 Operational Definitions
Summaries of the operational definitions of the measured variables that are going to be used
are listed below in Table 1.
Measured Variable Operational Definitions
Banks overall service quality Will be operationally defined by (Gonoroos, 1984)
Banks overall product quality Will be operationally defined by Garvin (1988).
Corporate social performance Will be operationally defined by Wood (1991)
Bank reputation Will be operationally defined by Nguyen and Leblenc (2001)
Table 1: Operational Definitions of Measured Variables
4.0 Research Questions
This study proposed to investigate the following research questions:
1. Is there any significant relationship between overall service quality of bank and bank
reputation in the context of banking industry of Bangladesh?
2. Is there any significant relationship between overall product quality of bank and bank
reputation in the context of banking industry of Bangladesh?

3. Is there any significant relationship between corporate social performance and bank reputation
in the context of banking industry of Bangladesh?
5.0 Hypothesis
The hypotheses derived from the research questions are:
1. There is a significant relationship between overall service quality of a bank and bank
reputation in the context of banking industry of Bangladesh.
2. There is a significant relationship between overall product quality and bank reputation in the
context of banking industry of Bangladesh.
3. There is a significant relationship between corporate social performance and bank reputation in
the context of banking industry of Bangladesh.
6.0 Development of Conceptual Framework
The researchers have developed a conceptual frame work for this research based on the
research variables, such as banks overall service quality, banks overall product quality, corporate
social performance and bank reputation. According to Ticehurst and Veal (2000), a conceptual
framework indicates how the researcher views the concept involved in a study especially the
relationship between concepts.

Overall Service Quality
Overall Product Quality Bank

Reputation
Corporate Social
Performance
Figure1. Conceptual Framework of Research Variables and their Relationships
7.0 Methodology
7.1 Research Design
This study has been design to identify the research questions and to test its hypotheses by
conducting a co-relational research. The preceding conceptual framework (Figure 1) of the
proposed model depicts the pattern and structure of the co-relational relationships among the set
of measured variables. The conceptual framework illustrates the name of research variables and
relationship with them. The research question and hypotheses clearly support this model. In this
study the researcher are going to investigate the relationship between overall service quality,
overall product quality, corporate social performance and bank reputation within the context of
banking industry in Bangladesh. According to Cooper & Schindler (2003), the research that
study the relationship between two or more variables is referred to as a co-relational study. That
is why co relational research design has been adopted in order to detect the appropriate answers
of research question and to test the hypothesis.

The purpose of this study is to investigate the causal relationship among the measured
variables. Here banks overall service quality, overall product quality and corporate social
performance are considered as independent variable and bank reputation is considered as
dependent variable.. In this research, the researcher intended to identify whether any relationships
exists between these measured variables or not. So the researcher is attempting to find out, if any
changes in the independent variable have a changing effect on the dependant ones as well,
thereby proving that a relationship exists. A co relational study provides a measure of the degree
between two or more variables. Therefore, the present study was characterized as a co relational
study.
7.2 Research Approach
To analyze this research problem, the researchers will gather information from the clients who
maintain regular transaction in their deposit account and those who are taking regular service for
in land remittance and foreign exchange. Researcher uses structured questionnaire for this study.
The rationale behind using questionnaire to collect data is:
1) It takes competitively less time to fill up a questionnaire. Therefore, the customers will
not be reluctant in providing accurate data.
2) Personal interview is both time and cost consuming.
3) The data gathered through questionnaire is easy to put in quantitative analysis.
The entire participants were given a letter from the researchers explaining the context of the
research focus. All participation was voluntary. If the participants wanted to withdraw, they were
free to do so at any time without providing any reason. Therefore, questionnaire is the most
useful method to collect data for this study.

7.3 Sampling Method
The sample of this research is formed by the clients who had taken service from 10 renowned
private commercial banks in Dhaka city during the data collection period of this study. The
researcher used simple random sampling method to collect data from the population of this
research. Malhotra (2003) categorized simple random sampling as a probability sampling. The
sampling frame for this research was client’s database of each bank. From this data base the
researcher collected the name of clients and during the survey period who had undertaken
transaction, from them information were received. The list was considered as the appropriate
source to use for this study. It covers all clients of the bank who deposit and withdraw cash on a
regular basis. The sample size was 80 in this case. In the previous researchers which are
conducted on similar topic has used a sample size of 100 to 200 (Yonggui Wang, Hing- P. Lo,
2003). But due to time limitation researcher only use a sample size of 80.
7.4 Data Collection Procedure
The questionnaire, which is mentioned before to be used for data collection of this study will
be distributed among the clients through the researchers’ supervisor and other intern colleagues.
There are several reasons behind the selection of this method. First, it allows large amounts of
information to be obtained at a relatively low cost. Second, more accurate responses are obtained
because interviewer bias is avoided. Finally, the number of non-usable questionnaires is reduced
since the personal contacts tend to make respondents more cooperative in completing the
questionnaires.
7.5 Survey Instrument

The researchers will use questionnaire method in order to gather data from this study. The
sample size is 80 of this study. So it is not possible to make a personal interview with the large
number of sample as the time for this study is limited. On the other hand the samples can fill up
the questionnaire without any hesitation although they have chance to quite at any time.
Moreover, the researchers found that most of the previous research with large number of sample
size has done by questionnaire method.
A structured questionnaire will be used in this research to collect data from the respondents.
The questionnaire is divided into four sections. First section consists of Banks overall service
quality, second section consists of banks overall product quality, third section consists of banks
corporate social performance and last section consists of banks reputation.
A sample of the questionnaire has been attached in the appendix 1. The first 9 questions
have been set to measure the respondents’ opinions regarding banks overall service quality. This
scale was taken from Yonggui Wang, Hing-P, Lo and Yer (2003) and has a reliability of 0.89.
Questions (10 – 18) measures the banks overall product quality regarding product convenience
and product availability, these have been used by Yonggui Wang, Hing-P, Lo and Yer (2003) and
has a reliability of 0.80. The next 2 questions (19 – 20) are expected to measure bank reputation.
This has been taken from Yonggui Wang, Hing-P, Lo and Yer (2003) and has a reliability of
0.81. The last 4 questions measure corporate social performance. The scale was developed and
used by Quester and Lim (2003) with a reliability of 0.55. For all of these variables, the previous
researchers had used 7 point Likert scale starting from 1 for strongly disagree to 7 for strongly
agree. Therefore, the researcher of present study also used 7 point Likert scale to measure all
these variables.
7.6 Pilot Test Questionnaire

A pilot test is conducted to detect weakness in designing instruments and to provide proxy
data for selection of probability sampling (Cooper and Scahindler, 2003). According to Malhotra
(2003), pre-testing refers to the testing of the questionnaire on a small sample of respondents in
order to identify and eliminate potential problem. The researcher intend to conduct a pre-test to
evaluate the questionnaire for clarity, bias, ambiguous questions and find out whether it is
relevance to organizational setting of UCBL. Burns and Bush (1998) suggested that a pre test of
5-10 representative respondents is usually sufficient to identify problems with a questionnaire.
The researcher distributed 10 questionnaires among 10 clients of UCBL.
7.7 Data Analysis Procedure
Pearson’s Correlation analysis will be used to find out whether any relationship exists between
the independent and dependent variables. Correlation analysis is the statistical tool that can be
used to describe the degree to which one variable is linearly related to another (Levin & rubin,
1998). After collecting the data, correlation matrix for the variables will be prepared and the
researcher will use enter and stepwise regression to test the strength of associations between the
study variables. The Statistical Package for Social Science (SPSS) version 11 will be employed
to analyze the collected data from the survey.
8.0 Results of the study
Table 2
8.1 Reliability coefficients and descriptive statistics
Variables Number of Alpha Mean Std.Deviation

Items Values
Overall service quality 9 0.9261 5.2167 1.32438
Overall product quality 9 0.9315 4.5028 1.41432
Corporate so-performance 9 0.5509 6.1375 0.81024
Bank Reputation 2 0.8049 4.6500 1.56989
n= 80
Above table 1 depicts us the calculated value of alpha, mean and standard deviation of the studied
variables. The questions in the questionnaire to approach the variables were obtained from
various articles. The alpha values, means and standard deviations have been calculated by SPSS
11 through input of research data. The survey was done with a questionnaire having a 7 point
likert scale as the response format. The alpha values represent the reliability of each studied
vaiable. The value of alpha ranges from 0 to 1. The nearer the value of alpha to 1, the better the
reliability. If the value is low, either there are to few items or there is very little commonality
among the items (Churchill, 1979). At the early stages of research, Nunnally (1978) suggested
that the reliability of 0.50-0.60 is sufficient, although a coefficient of 0.7 or above is desirable
(Hair et al., 1998). The total alpha of the study is 0.9553. Table 1 lists alphas for all variables for
private commercial bank in Bangladesh. The means have been calculated by taking the average of
all the answers of the questions in each variable. The calculated mean for banks overall service
quality is 5.2167 with a standard deviation of 1.32438. This shows that on an average people
think fairly positively about overall service quality as the value is above 4 which is a point that
shows the indifference of people’s opinions. The mean for overall product quality is 4.5028 and
has a standard deviation of 1.41432. So it can be interpreted that respondents generally have
slightly positive perceptions about banks overall product quality. Corporate social performance
has a mean of 6.1375 and a standard deviation of 0.81024. This shows that people have a positive
perception on corporate social performance. The mean value for bank reputation is 4.6500 with a
standard deviation of 1.56989. This gives us the idea that the general people have on an above
average perception regarding bank reputation. The standard deviation says us how much
people’s opinion differs from the mean value for each other perception.
Table 3
8.2 Correlation analysis
Service quality Product quality Social performance Bank reputation
O.All service quality - 0.832** 0.500** 0.809**
O.All product quality - 0.335** 0.742**
Corporate So-Performance - 0.362**
Bank reputation -
**. Correlation is significant at the 0.01 level (2 tailed)
A correlation analysis was conducted on all variables to explore the relationship between 2
variables particularly relationships among the independent variables with dependent variable. The
bivariate correlation procedure was subject to a two tailed of statistical significance at two
different levels, highly significant (p<.01) and significant (p<.05).
In interpreting the strength of relationships between variables, the guidelines suggested by
Rwontree (1981) were followed. His classification of the correlation coefficient (r) is as followes:
0.0 to 0.2 Very weak, negligible
0.2 to 0.4 Weak, low
0.4 to 0.7 Moderate
0.7 to 0.9 Strong, High, Marked
0.9 to 1.0 Very strong, very high.

The results of correlation analysis for all the variables are shown in Table 3. It examines the
correlations among banks overall service quality, overall product quality, corporate social
performance, and bank reputation in the context of private commercial banks in Bangladesh. The
variable, overall service quality significantly and strongly positively correlated with the
dependent variable bank reputation (r = .809, p< .01). Overall product quality is found fairly and
positively correlated with bank reputation (r = .742, p< .01). The variable, corporate social
performance is weakly and positively correlated with bank reputation (r = 0.362, p<.01).
Banks overall service quality is also significantly and positively correlated with banks overall
product quality (r = 0.832, p< .01). But overall service quality is very moderately correlated with
corporate social performance (r=0.500, p<.01), and overall product quality is very weakly
correlated with corporate social performance (r=0.335, p<.01).
Table 4
8.3Linear regression (enter method)
Variables R R2 Adjusted Std. error of the
R2 estimate
Overall service quality 0.820 0.673 0.660 0.91524
Overall product quality
Corporate So-performance
In table 4 linear regression show us how much independent variable is influencing dependent
variable. From the R2 it is very apparent that overall service quality, overall product quality, and
corporate social performance has 67.3% influence on bank reputation. In the above table 4 R
square (R2) or adjusted R square ( R2 adj ) show how well the linear combination of IVs in the
regression analysis predicts the percentage of total variance of DVs, whereas the a change in R2
is the difference between an R2 for one set of predictors and an R2 for a subset of these predictors.
Table 5
8.4 Stepwise regression of bank reputation
Dependent variable bank reputation
Independent
Variables B SE B β R2
Overall service
Quality 0.960 0.079 0.809** 0.655
Further, stepwise regression has been shown in order to find out which one of the three
components influence the clients to consider as a key antecedent of bank reputation. Table 5
shows the result of the analysis. At this stage, the over all service quality (p < .01) is found to be
significantly related with bank reputation, while the rest two (Overall product quality, and
Corporate social performance) fail to be considered. It implies that the banks clients still consider
service quality as a main driver of bank reputation. Overall product quality and corporate social
performance, these two variables has been excluded from the regression equation because they
don’t have significant association and hence it would not fit into it. From the R2 it is apparent
that, overall service quality explains 65.5% of the variance of the bank reputation. Regression
coefficient (B) reflects the relative impact of IVs on DV. Hair et al. (1998) cautioned that beta
coefficients should be used only as a guide to the relative importance of the independent variables
included in the equation, and only over the range of values for which simple data actually exist.
The beta (β) value indicates the effect of IVs on DV to the effect on DV of other IVs at each
stage, because this value reduces regression coefficient to a comparable unit, the number of
standard deviations ( Tabachnick & FIdell, 2001).
Standard Error of the Beta (SEB) coefficient is the standard error of the estimate of beta (B).
In case of SEB, a small standard error implies a more reliable prediction.
9.0 Assessment of research hypothesizes
Hypothesis 1
There is a significant relationship banks overall service quality and bank reputation in the
The result of correlation analysis depicts that banks overall service quality is positively and
significantly correlated with bank reputation (r = 0.809, p< .01). It is obvious that a positive
correlation exist between service quality and reputation because if people get best service from
the bank he will recommend that bank to others thus reputation enhances. Thus, the result of
correlation analysis provided support for hypothesis 1.
Moreover, the result of stepwise regression also depicts that in overall service quality of a
bank (p<.01), is found to be statistically significantly related with bank reputation. Significantly
and positively related predictor variable, service quality explained 65.5% of the bank reputation.
Hence, the result of stepwise regression support for hypothesis 1.
Hypothesis 2
There is a significant relationship between overall product quality and bank reputation in the
The result of correlation analysis depicts that banks overall product quality is positively and
strongly correlated with bank reputation (r = 0.742, p< .01). Thus, the result of correlation
analysis provided support for hypothesis 2.
However, the result of stepwise regression describe that overall product quality of a bank
within the context of Bangladesh failed to enter into the regression equation which indicates that
it is not significantly associated with bank reputation. Therefore, the result of stepwise
regression analysis provided no support for hypothesis 2. As far as theory and previous empirical
studies are concern; it should support the hypothesis but may be the inattentive and whimsical
responses of the respondents created the unsupportive nature of the result of regression analysis.
Hypothesis 3
There is a significant relationship between corporate social performance and bank reputation
in the context of banking industry of Bangladesh.
The result of correlation analysis depicts that corporate social performance is positively and
weakly correlated with bank reputation (r = 0.362, p<.01). Because social performance indicates
social responsibility and firms contribution to social welfare that makes a good perception among
clients. Thus, the result of correlation analysis provided support for hypothesis 3.
However, the result of stepwise regression describe that corporate social performance of a
bank within the context of Bangladesh failed to enter into the regression equation which indicates
that it is not significantly associated with bank reputation. Therefore, the result of stepwise
regression analysis provided no support for hypothesis 3. As far as theory and previous empirical
studies are concern; it should support the hypothesis but may be the inattentive and whimsical
responses of the respondents created the unsupportive nature of the result of regression analysis.
10.0 Significance of the Study
Business organization’s success is recognized as the dominant factor of the loyalty of the
customer/client towards the brand or organization. It is commonly known that customer
satisfaction is related to customer loyalty, which in turn related to profitability ( Hesket et al,
1994; Storbacka et al, 1994). On the other good reputation derives from the factor of clients
overall satisfaction, and these two variables can achieve profitability. The study will make the
following significant contribution in the context of banking industry in Bangladesh.
First, this study will help the researchers to extend their understanding of the correlation
relationship between banks overall service quality, overall product quality corporate social
performance, and bank reputation. The results of this study will expose the importance and
impact of their relationship in the banking sector in Bangladesh.
Second, the present study will help the banks manager to better understand of how to hold
loyal clients by satisfying their overall needs, and hold the clients trust upon the bank which thus
results good profit, and enhances reputation as well.
Third, no such study was conducted to address this concern in the context of commercial bank
in Bangladesh. The study result will produce a methodology which can be imitated by other study
also.
Finally, as the researcher are only considering bank, there is always scope for further study in
other service organizations in Bangladesh like hospitals, hotels telecommunication companies,
airlines, etc.
11.0 Recommendation and Conclusion

After analyzing the study variables in the context of the banking industry of Bangladesh, the
following issues were found to be recommended.
From the result of the correlation analysis it was found that three studied independent
variables are strongly and positively correlated with dependent variable. But from the result of
stepwise regression, it was revealed that only overall service quality is significantly related to
bank reputation thus it seems very important drivers for bank reputation for our clients. So overall
service quality should be taken especial care for the benefit of the bank. Although different kind
of banking card or product, and scheme has been introduced in our country by foreign bank, still
majority people are not aware about that. Because banking products are completely different from
other product and their functions are also vague and complex in people mind. So management of
banks should take effective measure so that they can bring their product to peoples mind and
make them understand about their products attributes. Beside that management should ensure that
all of their branches are operating in similar fashion and providing similar product choices (such
as savings, cards, and personal loans) so that clients of any location have similar perception about
bank. Furthermore, managers should improve quality of their product overtime with the changing
environment. The survey result of this study indicates that the main reason for customer to
planning to switch to a new bank is that new bank provides a greater variety of bank products.
Therefore, if managers were to become convinced that product quality plays an important role in
the process of positive reputation building, they could identify the key antecedents and take
measure to improve it. On the other hand every corporation should contribute in nonprofit
oriented social welfare activities which build a positive image on peoples mind and thus the
reputation of bank increases. Corporate social performance represents their belief, values,
behavior, culture, etc and can be also considered as promotional activity. Finally it is therefore
very important for any retail bank in Bangladesh to take effective measures to improve service
quality, product quality, and corporate social performance if they are to build and enhance their
reputation and thus attract a large share of profitable customers and maintain a sustainable
competitive advantage in the long run.
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Appendix
Research Questionnaires
Appendix - 1
Questionnaire for Banks clients
Please circle the number which closely matches your opinion:
This questionnaire has been designed to conduct a research to fulfill the course requirement of
BBA 499: Internship, under the School of Business, Independent University Bangladesh (IUB).
Your cooperation and active participation will enable me to conduct the research work
successfully. Please be assured that the information you provide will be strictly confidential and
will be used only for academic purposes.
The following questions are related to your opinion regarding the overall service quality of
……….. Bank
1 2 3 4 5 6 7
Strongly Somewhat Disagree Uncertain Agree Somewhat Strongly
Disagree Disagree Agree Agree
1. The complementary equipment for automatic transactions, 1 2 3 4 5 6 7

inquiries and product bulletin are adequate.
2. When customers have a problem, the service provider 1 2 3 4 5 6 7
shows a sincere interest in solving it.
3. The service provider delivers its services at the times 1 2 3 4 5 6 7
it promises to do so.
4. The employees give me a prompt service. 1 2 3 4 5 6 7
5. The employees are always willing to help me. 1 2 3 4 5 6 7
6.Customers feel safe in transactions with the service provider. 1 2 3 4 5 6 7
7. The employees are consistently courteous with customers. 1 2 3 4 5 6 7
8. The service provider has operating hours and locations 1 2 3 4 5 6 7
convenient to all its customers.
9. Service of a very high quality. 1 2 3 4 5 6 7
A relational study on banks overall service quality, product quality, social performance, and bank 2
reputation
The following questions are related to your views on the overall product quality of
……. Bank.
1 2 3 4 5 6 7
10. It is convenient and easy to get or use the bank’s product mix 1 2 3 4 5
6 7 in terms of difference kinds of savings.
11. It is convenient and easy to get or use the bank’s product mix 1 2 3 4 5
6 7 in terms of all kinds of banking
cards.
12. It is convenient and easy to get or use the personal finance product 1 2 3 4 5
6 7 mix including private loans.
13. Product variety and features for different kinds of savings are adequate. 1 2 3 4 5
6 7
14. Product variety and features for different kinds of banking cards 1 2 3 4 5
6 7 product are adequate.
15. Product variety and features for personal finance products including 1 2 3 4 5
6 7 private loans are adequate.
16. Product quality is adequate in terms of variety and features. 1 2 3 4
5 6 7
17. Product quality is adequate in terms of product inconvenience. 1 2 3 4
5 6 7
18. Overall product quality is adequate based on experiences. 1 2 3 4
5 6 7
reputation
The following questions are related to your opinion regarding corporate social
performance of ……………. Bank. (For employee use only)
1 2 3 4 5 6 7
19. Bank conducted Socio-economic studies to as the situation. 1 2 3 4

5 6 7 of their clients
20. Bank ever changed its products and services due to
negative impact of social cohesion or welfare of its clients. 1 2 3 4
5 6 7
21. Bank provides some kind of insurance that frees the
family from the burden of death in case of the death of borrower. 1 2 3 4
5 6 7
22. Bank proposes specific measures (such as rescheduling of the loan)
in case of natural disaster. 1 2 3 4
5 6 7
23. Banks actions are compatible with the local culture and values. 1 2 3 4
5 6 7
The following questions are related to your perception about ………. Bank
reputation
25Bank’s reputation is adequate based on the overall experiences. 1 2 3 4
5 6 7
reputation
26 Bank’s reputation after comparing with that of other competitors 1 2 3 4

5 6 7
is adequate.
Please tick (√) the appropriate answers

Gender: Male Female
Age Group: 15 – 20 20 – 25 25 – 30 30 - 35 35 - 40
40 - 45 above 45
Please provide the following information (optional)
Name: _______________________________________
Appendix – 2
Reliability of Service Quality
****** Method 1 (space saver) will be used for this analysis ******
_
R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A)
Reliability Coefficients
N of Cases = 80.0 N of Items = 9
Alpha = .9261
Reliability of Product Quality
_
reputation
Alpha = .9315
Reliability of Corporate Social performance
_
Alpha = .5509
Reliability of Bank Reputation
_
Alpha = .8049
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation

SERVICE 80 2.33 7.00 5.2167 1.32438
PRODUCT 80 1.56 6.89 4.5028 1.41432
SO_PERF 80 3.50 7.00 6.1375 .81024
REPU 80 1.00 7.00 4.6500 1.56989
Valid N (listwise) 80
reputation
Correlations
SERVICE PRODUCT SO_PERF REPU

SERVICE Pearson Correlation 1 .832** .500** .809**
Sig. (2-tailed) . .000 .000 .000
N 80 80 80 80
PRODUCT Pearson Correlation .832** 1 .335** .742**
Sig. (2-tailed) .000 . .002 .000
N 80 80 80 80
SO_PERF Pearson Correlation .500** .335** 1 .362**
Sig. (2-tailed) .000 .002 . .001
N 80 80 80 80
REPU Pearson Correlation .809** .742** .362** 1
Sig. (2-tailed) .000 .000 .001 .
N 80 80 80 80
**. Correlation is significant at the 0.01 level (2-tailed).
Variables Entered/Removedb
Variables Variables
Model Entered Removed Method
1 SO_PERF,
PRODUC
. Enter
T, a
SERVICE
a. All requested variables entered.
b. Dependent Variable: REPU
Linear Regression
Model Summary
Adjusted Std. Error of

Model R R Square R Square the Estimate
1 .819a .671 .658 .91790
a. Predictors: (Constant), SO_PERF, PRODUCT,
SERVICE
reputation
ANOVAb
Sum of
Model Squares df Mean Square F Sig.
1 Regression 130.667 3 43.556 51.696 .000a
Residual 64.033 76 .843
Total 194.700 79
a. Predictors: (Constant), SO_PERF, PRODUCT, SERVICE
Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) -2.13E-02 .795 -.027 .979
SERVICE .771 .155 .650 4.965 .000
PRODUCT .235 .134 .212 1.761 .082
SO_PERF -6.67E-02 .149 -.034 -.447 .656
a. Dependent Variable: REPU
Variables Entered/Removeda
Variables Variables
Model Entered Removed Method
1 Stepwise
(Criteria:
Probabilit
y-of-F-to-e
nter <=
SERVICE .
.050,
Probabilit
y-of-F-to-r
emove >=
.100).
Stepwise Regression
reputation
Model Summary
Change Statistics
Adjusted Std. Error of R Square
Model R R Square R Square the Estimate Change F Change df1
1 .809a .655 .651 .92769 .655 148.236 1
a. Predictors: (Constant), SERVICE
ANOVAb
Sum of
Model Squares df Mean Square F Sig.
1 Regression 127.573 1 127.573 148.236 .000a
Residual 67.127 78 .861
Total 194.700 79
a. Predictors: (Constant), SERVICE
Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) -.355 .424 -.838 .404
SERVICE .960 .079 .809 12.175 .000
Excluded Variablesb
Collinearity
Partial Statistics
Model Beta In t Sig. Correlation Tolerance
1 PRODUCT .221a 1.874 .065 .209 .308
SO_PERF -.057a -.746 .458 -.085 .750
a. Predictors in the Model: (Constant), SERVICE
reputation

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A RELATIONAL STUDY ON BANKS OVERALL SERVICE QUALITY,

OVERALL PRODUCT QUALITY, CORPORATE SOCIAL PERFORMANCE,

Ahmed Saifullah Siddique

An Internship Report Presented in Partial Fulfillment

INDEPENDENT UNIVERSITY, BANGLADESH

A RELATIONAL STUDY ON BANKS OVERALL SERVICE QUALITY,

Ahmed Saifullah Siddique

Mr. Shuvankar Shil

INDEPENDENT UNIVERSITY, BANGLADESH

April 26, 2006

Mr. Shuvankar Shil

Subject: Submission of Internship Report

Ahmed Saifullah Siddique

to give me the opportunity to complete my internship in their organization.

I would like to express my gratitude to my Supervisor Mr. Shuvankar Shil for

in making this study as flawless as possible.

1.1 Statement of the Problem 3

1.2 Purpose of the Study 4

1.3 Research Timeline 4

1.4 Limitation of the Research 4

2.0 Review of Related Literature 5

2.1 Overall Service Quality 5

2.2 Overall Product Quality 6

2.3 Corporate Social Performance 7

2.4 Bank Reputation 8

2.5 Relationship between overall service quality and bank reputation 9

2.6 Relationship between overall product quality and bank reputation 10

2.7 Relationship between corporate social performance and bank reputation 10

3.0 Operational Definitions 11

4.0 Research Questions 12

6.0 Development of Conceptual Framework 13

7.1 Research Design 13

7.2 Research Approach 14

7.3 Sampling Method 15

7.4 Data Collection Procedure 15

7.5 Survey Instrument 16

7.6 Pilot Test Questionnaire 17

7.7 Data Analysis Procedure 17

8.1 Reliability coefficients and descriptive statistics 18

8.2 Correlation analysis 19

8.3 Linear Regression analysis 20

8.4 Step wise Regression analysis 21

9.0 Assessment of Research Hypothesizes 22

10.0 Significance of the study 24

11.0 Recommendation and conclusion 25

1.0 Operational definition 11

2.0 Reliability coefficients and descriptive statistics 18

3.0 Correlation analysis 19

4.0 Linear regression (enter method) 20

5.0 Stepwise regression of bank reputation 20

1.0 Conceptual framework of research variables and their relationship 13

commercial banks of Bangladesh. It is a study designed to measure the correlational relationships

1.1 Statement of the Problem

corporation’s social performance to investigate such relationship. In the context of commercial

bank reputation within the context of banking industry of Bangladesh.

1.2 Purpose of the Study

bank reputation within the context of banking industry of Bangladesh.

1.4 Research Timeline

2006 February 24 Research proposal writing

2006 March 15 Literature review writing

2006 March 25 Data collection (survey, etc)

2006 April 15 Data analysis and interpretation