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8/6/2019 Chapter3 Rs Methodology 103
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How a multinational bank can improve its service quality toincrease the customer satisfaction? A study of HSBC bank
Chapter 3:
Research methodologyThis chapter will describe the detailed nature and structure of the research planning of this
dissertation. The description will covers purpose of the research conducted, its approach to
research planning, research strategy, sample selection procedure, data collection method and
nature of data analysis.
3.1. Research purpose
Early in any research study, one faces the task of selecting the specific design to use. A number
of different design approaches exist but, unfortunately, no simple classification system defines
all the various that must be considered (Cooper & Schindler, 2003)
Research can be used for different purposes and various uses. Based on their types and
nature, research can be classified in different categories. Sauders, Lewis & Thornhil (2003)
mentioned that they are most often classified exploratory, descriptive or explanatory while
Cooper and Schindler (2003) divide research into two types descriptive and causal.
Exploratory Research
Exploratory research is a type of research design, which objective is to clarifying and defines the
nature of the problem. It helps to clarify the ambiguous nature of a problem, to gain better
understanding to aid analysis.
Exploratory study is useful when the research question are vague or when there is little theory
available to guide prediction. Developing a better understanding is the main reason of using
exploratory research (Hair, Babin, Money and Samoel 2003).it is also useful when formulating a
basic statement of research problem is impossible. Exploratory studies are a valuable means of
finding oout what is happening, to seek new insight, to ask questions and to assess phenomena
in a new light. It is particularly useful if researcher wish to clarify the understanding of a problem.
Descriptive research
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How a multinational bank can improve its service quality toincrease the customer satisfaction? A study of HSBC bank
This type of research is more formal than exploratory research. One reason is that it is
structured with clearly defined hypothesis or investigative questions. Formal studies may have
the following characteristics-
Descriptions of phenomenon or characteristics associated with subject population
Estimates of the proportions of a population that have these characteristics
Decovery of associations among different variables (Cooper and Schindler 2003)
Explanatory research
The aim of this type of research is to find a causal relationship between/among the variables.
Explanatory studies emphasis on investigating a situation or a problem in order to explain the
relationship between dependent and independent variable (Sauders, Lewis & Thornhil 2003).
Explanatory studies designed to test whether one event causes another (Hair, Babin, Money
and Samoel 2003).
The main purpose of this research study is to measure the level of service of quality customers
expect to get from HSBC and also the level of service the customers perceive that they are
getting leading towards identifying the gap between the expectation and perception of the level
of quality of services.
In this study, descriptive research will be conducted to find out and understanding of the overall
banking of HSBC and also to determine some of the attributes of service quality in this Bank.
3.2. Research approach
Research approach consists of the method, strategies and knowledge claims that is/are used in
a research paper or dissertation. In the world of research approach, you will find two very
common types of research approach. Namely these two approaches are qualitative approach
and quantitative approach. There also a mixed approach also existed.
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How a multinational bank can improve its service quality toincrease the customer satisfaction? A study of HSBC bank
3.2.1. Quantitative approach
Quantitative research is very well known as hypothesis testing research. In this type of
research, initially a theory of statement is selected for deriving a hypothesis. Then an
experimental design will choose for measuring the effect of variable in question by the selected
independent variable. To get rid of bias and to reduce the error, subject selected randomly in
the study.here sample of subjects will represent the whole population of that subject (Newman
and Benz 1998).
Apart from the hypothesis testing, quantitative approach also includes cause and effect thinking,
use of instrument and observation, and the test of theories. Quantitative approach is one which
the investigator primarily uses post positivist claims for developing knowledge , employs
strategies of inquiry such as experiments and surveys and collects data on predetermined
instruments that yield statistical data (Creswell 2003)
3.2.2. Qualitative approach
Qualitative research is multi method in focus, involving an interpretive, naturalistic approach to
its subject matter. This means that qualitative researchers study things in their natural setting,
attempting to make sense of, or interpret, phenomena in terms of the meaning people bring to
them (Newman and Benz 1998)
Qualitative approach is one in which the inquirer often makes knowledge claims based primarily
on constructivists perspectives (i.e., the multiple meaning of individual experiences, meaning
socially and historically constructed, with an intent of developing a theory or pattern) or
advocacy/participatory perspectives ( i.e., political, issue-oriented, collaborative or change
oriented) or both. It also uses strategies of inquiry such as narratives, phenomenology,
ethnography, grounded theory studies or case studies. The researcher collects open-minded,
emerging data with the primary intent of developing themes from the data (Creswell 2003).
Since the purpose is to understand the most important dimensions of service quality from thecustomer perceived and expected value of service quality of HSBC bank, quantitative research
is found to be more appropriate for this study.
3.3. Research Strategy
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How a multinational bank can improve its service quality toincrease the customer satisfaction? A study of HSBC bank
Five types of research strategy are there which are based on three basic properties.
These properties are form of research question, requirement of control over
behavioral events and necessary focuses on contemporary events. These strategies
are experiments, surveys, archival analysis, histories and case studies (see table 1).
Table 1: Research strategies
Strategy Form of ResearchQuestion
Requires controlover behavioralevents?
Focuses oncontemporaryevents?
Experiment How, Why Yes YesSurvey Who, what, where,
how many , howmuch
No yes
Archival analysis Who, what , where,how many, how
much
no Yes/No
History How, why No NoCase Study How , why No YesSource:Yin, 1994, p.6
The research problem question in the study is based on what question and this what question
is actually form a how many and investigator has no control over the actual behavioral events,
Survey is found to be a more appropriate approach in order to gain a better understanding of
the research area. Survey is more appropriate for the quantitative study.
3.3. Sources of Information
Information of this dissertation will be collected from both primary and secondary sources. The
details of the sources are given in the following section.
3.3.1. Primary data
Primary data can be collected by variety of ways, first of all by interviewing employees of HSBC
and directly communicating with the customers. Primary data will be derived from the discussion
with the employees & through surveys on customers of the organization. Primary information is
under consideration in the following manner:
Face to face conversation with the employees.
By interviewing customers of HSBC.
3.3.2. Secondary data
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How a multinational bank can improve its service quality toincrease the customer satisfaction? A study of HSBC bank
Different types of secondary data will be elaborated in the research. Sources of secondary
information can be defined as follows:
Internal Sources
Prior research report Group Business Principal manual
Group Instruction Manual & Business Instruction Manual
Bank's Annual Report.
External Sources
Different books and periodicals related to the banking sector.
Internet.
Newspapers.
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How a multinational bank can improve its service quality toincrease the customer satisfaction? A study of HSBC bank
Appended parts
BibliographyCooper, D.R. & Schindler, P.S (2003) Business Research Methods; 8th ed. ISBN: 0-07-249870-
6; McGraw Hill higher Education.
Sauders, Lewis & Thornhil (2003) organizational justice, trust and the management of change
An exploration, Personel review Vol. 32, No. 3, pp. 360-375