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