Service Quality Bank v1 Sent 2

7/27/2019 Service Quality Bank v1 Sent 2

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A gap analysis of perceived service quality and expected service

quality: A study on Dhaka Bank Limited.


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Table of Contents

1. Introduction.................................................................................................................3

2. Rationale; for the proposed study......................................................................................3

3. Business Research Question; relevant and in relation to your chosen organisation..........................3

. Research !b"ectives...................................................................................................... 3

#. $iterature Revie%; preli&inary.........................................................................................4

o 'ervice Quality(........................................................................................................... 4

o 'ervice Quality )i&ensions * '+R,Q-$ /(......................................................................5

o 'atisfaction ,s 'ervice Quality........................................................................................6

0. Research ethodology...................................................................................................6. Research Techniues 4 'pecifics; )ata Collection techniues both Qualitative and Quantitative........8

5. )ata nalysis 4 both statistical and ualitative; suggested techniues including soft%are.................8

6. Barriers and $i&itations of the proposed research..................................................................9

17. 'uggested further research activity; in relation to your current proposal.....................................9


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1. Introduction

In the era of globalisation8 the &anage&ent of ban9s are &ore concerned about Custo&er

'atisfaction8 %hich leads to profitability. Through satisfying their custo&ers the ban9s are trying

to build up a stable position in the co&petitive industry and increase their share in the local

&ar9et as %ell as global &ar9et. Custo&er 'atisfaction is a very tric9y thing. 'atisfactiondepends on different independent factors. These independent factors have &ade satisfaction very

i&portant8 than even the slightest disposition of these factors can &a9e the consu&er dissatisfied.

This is %hy the &ar9eters %ant to enlighten the&selves through thorough research.

2. Rationale; for the proposed study

'tandards and :oor *2712/ characterised Irish ban9ing sector %ith several strengths including

leation %ill be in

custo&er relationship *Reichheld8 1660/8 for this reason8 it is very i&portant to &easure it. The

achieve&ent of true custo&er satisfaction involves( custo&er oriented culture8 an organi>ation

that centers on the custo&er8 e&ployee e&po%er&ent8 process o%nership8 tea& building and

partnering %ith custo&er and suppliers.

3. Business Research Question; relevant and in relation to your chosen

organisation

In this research the ob"ectives are acco&plished by giving ans%er of the follo%ing uestion(

?hat is the e


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e 1982 et al. 1990*.

uch of the initial %or9 in developing a &odel to define and assess service uality has been

conducted by* :arasura&an8 eitha&l8 and Berry* 165#8 pp. 1#7 / *other%ise referred to as

:B /. In conceptualising the basic service uality &odel :B * 165# / identified ten 9ey

deter&inants of service uality as perceived by the co&pany and( the consu&er reliability8

responsiveness8 co&petence8 access8 courtesy8 co&&unication8 credibility8 security8

understandingD 9no%ing the custo&er and tangibility.

They noted that discrepancies e


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=ased on their revie! of the literature( >?= &1985( $$. 41:5 * the ervice uality

@iensions &ABCDE+* scale. The scale !as designed to uncover broad areas of

good and bad service uality( it can be used to sho! service uality trends over

tie( es$ecially !hen used !ith other service uality techniues. The ABCDE+

scale is based on a dierence score bet!een custoer e#$ectations of service and

their $erce$tions after receiving the service. Initially >?= &1985( $$. 41:5* focusedon ten deterinants of service uality.

Ao%ever8 after t%o stages of scale purification8 :B reduced the ten deter&inants to five

di&ensions of service uality( Tangibles8 Reliability8 Responsiveness8 ssurance and +&pathy

*:B 1655 /.

o ervice uality @iensions & ABCDE+ *

The '+R,Q-$ &odel is a %idely accepted &odel of deter&ining and e


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E+&pathy is defined as the caring individuali>ed attention that the fir& provides its custo&ers.

The essence of e&pathy is conveying through personali>ed or custo&i>ed service that custo&ers

are uniue and special and that their needs are understood Euoted fro& )ash et al *2712/.

Tangibles(

ETangibles are defined as the appearance of physical facilities8 euip&ents8 personnel and

co&&unications &aterials. Tangibles provides physical representations or i&ages of the services

that custo&ers8 particularly ne% custo&ers %ill use to evaluate ualityF uoted fro& )ash et al

*2712/.

o atisfaction Cs ervice uality

atisfaction has been described as consuerFs $ost $urchase evaluation of a

$roduct or service( given $re:$urchase e#$ectations &Gotler( 1991*. atisfaction is an

attitude or evaluation !hich is fored by the consuers co$aring their

$re$urchase e#$ectation of !hat they !ould receive fro the $roduct to theirsubjective $erce$tions of the $erforance they actually receive &liver( 198*.

'ustoer satisfaction and service uality are interlin%ed. Besearchers have

contributed e$irical studies on service satisfaction( closely related to$ics that

is soeties diHcult to distinguish fro service uality &=itner( 199< liver

1989*. +ehtinen &1993* refers to $rocess uality( as judged by consuers

during a service( and out$ut uality as judged after a service is $erfored.

ut$ut uality is very i$ortant as it leads to custoer satisfaction or

dissatisfaction. ?eithal et al &23* identi"es that service uality custoer

satisfaction are fundaentally dierent in ters of their underlying causes andoutcoes. Elthough they have certain things in coon( satisfaction is generally

vie!ed as a broader conce$t( !hereas service uality assessent focuses

s$eci"cally on diensions of service. =ased on this vie!( $erceived service uality

is a co$onent of custoer satisfaction.

6. Research Methodology

In this study8 e


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+&pathy and Tangibles. ore than t%enty* 27 / uestions %ill be as9ed to respondent %hich %ill

focused these five di&ensions. The nu&ber of uestion %ill be &ore than 278 because each

uestion %ill contain a state&ent and a respondent is as9ed %hether sDhe is agreed or not and

there are lots of deter&inants of each di&ension of service uality8 that is reason for &ore than

27 uestions in the uestionnaire. Besides this there are also so&e other uestions %hich are

selected based on &y "udge&ent to identify the satisfaction level of the custo&ers. t the very

beginning there are so&e uestions those are related to the de&ographic seg&ent of ban9

custo&ers./

Target Group(

Individual custo&ers of a Ban9. or in depth intervie% an e&ployee of a ban9 %ill also be

intervie%ed.

'ource of Infor&ation(

:ri&ary data can be collected in a variety of %ays8 first of all by intervie%ing e&ployees of a

ban9 and directly co&&unicating %ith the custo&ers. :ri&ary data %ill be ta9en fro& the

discussion %ith the e&ployees and through surveys on custo&ers of the organi>ation. :ri&ary

infor&ation is under consideration in the follo%ing &anner(

ace to face conversation %ith the e&ployees.

By intervie%ing custo&ers of a ban9.

)ifferent types of secondary data %ill be elaborated in this research. 'ource of secondary

infor&ation can be defined as follo%s(

Internal 'ources(

:rior research report.

Group Business :rincipal anual.

Group Instruction anual and Business Instruction anual.

Ban9=s nnual Report.

+


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'tudy rea(

The study area is Bangladesh. )ifferent branches in the stated country %ill be targeted to collect

data and other infor&ation. The researcher %ill be unbiased and efficient.

0. Research Techniues ! "peci#cs; $ata %ollection techniues both

Qualitative and Quantitative

There %ill be t%o instru&ents to be used in this proposed research. the firstly instru&ent is In

depth Intervie%. Conducting intervie%s is one of the &ost co&&on techniues of data collection

and is defined by )r othari *2775/ as a &ethod %hich Einvolves presentation of oralverbal

sti&uli and reply in ter&s of oralverb responses.F *p.6/ .)uring the e


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calculated for both the level as i&portance as the attributes and also the custo&er satisfaction

level. inally by doing the &ean of the three uestions of a single seg&ent the overall &ean

i&portance and overall &ean satisfaction level of that service uality di&ension are calculated.

9. Barriers and Limitations of the proposed research

To conduct the proposed research8 the researcher &ay face so&e restrictions and li&itations8

%hich &ay influence the research or cause deprivation fro& the desired outco&e or satisfaction.

These li&itations are sourced fro& uncontrollable research environ&ental ele&ents %here the

research nothing to do. The li&itations of this research can be

The survey for the study is li&ited by the si>e of the sa&ple. 'o there ee is very s&all8 geographical or regional differences could not be

&ade.

)ue to ti&e constraint it %as really difficult to ensure for &y part to include &ore

branches and custo&ers.

1."uggested further research activity; in relation to your current

proposal

This proposal %as conducted to su&&ari>e the research ob"ectives and &ethodologies for the

purpose of finding out %ays of &aintaining good custo&er satisfaction. By conducting this

research I have found that by finding ne% %ays to &aintain custo&er satisfaction &odel is

used to find out service uality and custo&er satisfaction8 %hich is called '+R,Q-$. The

research %ill be conducted in Ireland. This research can be a useful one to find out the service

standard of ban9ing industry in Ireland. *The researcher %ill try his best to prepare and present

the effective output in this research. /


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tandards and >oor &212* =an%ing Industry 'ountry Bis% Essessent Ireland.

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Service Quality Bank v1 Sent 2