Lincoln University Digital Thesis
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AN EMPIRICAL ANALYSIS OF NEW ZEALAND BANK CUSTOMERS’ SATISFACTION
A thesis submitted in partial fulfillment of the requirements for the Degree of Master of Commerce and Management
at Lincoln University
by Jing Wei
Lincoln University 2010
Abstract of a thesis submitted in partial fulfilment of the requirements for the Degree of M.C.M
AN EMPIRICAL ANALYSIS OF NEW ZEALAND BANK CUSTOMERS’ SATISFACTION By Jing Wei
It is important that banks deliver quality services which in turn results in customer satisfaction in today’s competitive banking environment. Within the New Zealand financial service market, competition is deemed to be strong given that there have been new entrants into the market as well as mergers and acquisition and exits over the last ten years (Chan, Schumacher, and Tripe, 2007). In order to retain the customers, customer satisfaction becomes a crux issue to bank management. This research identifies and examines the factors influencing bank customer satisfaction in New Zealand’s banking industry. Specifically, the goal of this study is to identify the dimensions of perceived service quality; and examine the relationships between bank customer satisfaction and service quality, and perceived value and corporate image. The effects of demographic factors on the constructs are also investigated. The data was collected from a convenience sample of individual bank customers who bank with a local commercial bank. The results indicate that service quality has the most influence on bank customers’ satisfaction compare to value and corporate image. The results also provide support for the moderating effect of value on the relationships between service quality and customer satisfaction, and the moderating effect of corporate image on the relationships between service quality dimensions and service quality. In addition, the results also reveal that the perceptions of the constructs are primarily affected by age and ethnicity of customers. Keywords: multi-level model, customer satisfaction, service quality, banking industry ii
First of all, I would like to express my deep appreciation to my main supervisor Dr Christopher Gan a respectable, responsible and resourceful scholar, for his constant assistance, especially in data collection and analysis of the research findings. I also would like to gracefully acknowledge the input, support and guidance from my associate supervisor, Mr. Michael D. Clemes, who had spent countless hours to edit my work. Thanks to my associate supervisor, Dr. Baiding Hu, who had given me valuable advices in statistic analysis. I thanked them for their patience, valuable guidance, and perspectives throughout the research. Without their exceptional support and encouragement, I could not have completed my thesis. The continual help and support of my parents throughout the past years made this thesis possible. I could not possibly have completed the thesis without your support and advice. Thanks for all your help over many years. I would like to express my special thanks to my wife, Jun (Christie) Hou, thank you for your love and support for every chapter and every page of this work. I am also extremely grateful to all my...