Research Proposal

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|Research Proposal |

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Relationship between Employee Satisfaction and Customer Satisfaction in Banking Business: A Case Study of Access Bank of Nigeria

MSc Management

Ub No: 12020323

Name: Gladys Asigha Willie-Pepple

Word Count: 3,108

(Excluding references, bibliographies, appendix and footnotes)

Table of Contents
1.Background2

2.Objective and Significance of the Study3

3.Research Question and Hypothesis of the Study3

3.1.Sub Research Questions4

4.Literature Review4

5.Research Method6

5.1Case Sampling: Size and Selection Criteria7

5.2Data collection9

5.3 Data analysis10

6Limitations10

7Conclusion11

8.Gantt Chart of Scheduled Deadlines and Dates11

9.References12

Background

There have been several definitions of the term ‘service’ by major authors with many of them holding varied opinions on the concept. For instance, Cowell (1984), highlighting the 1960 American Marketing Association's definition which sees services as: ‘Activities, benefits or satisfactions, which are offered for sale, or are provided in connection with the sale of goods’ (AMA, 1960:21). However, Cowell notes that this definition is insufficient since it does not distinguish between goods and services. Perhaps, in recognition of Cowell’s observation, services are seen as ‘…separately identified, and essentially intangible, activities that provide want satisfaction and that are not necessarily tied to the sale of a product or another service. To produce service may or may not require the use of tangible goods. However, when such use is required, there is no transfer of the title to these tangible goods’ (Stanton, 1986:441). In an attempt to show better picture of the ‘intangible' nature of services, Gummesson (1987) asserts that ‘Services are something that can be bought and sold but which you cannot drop on your foot’.

The intangible nature of service industry makes it imperative for service providers to ensure that whatever service given to customers meet their expectations. In other words, the fact that service offered by a firm could hardly be differentiated from those offered by competitors makes satisfaction received by customers a good yardstick of adjudging one provider better than the other. Thus, customer satisfaction has become major aspect of every service provider in its quest to remain competitive. Therefore, Escrig-Tena and Belén (2004) note that Total Quality Management (TQM) by every firm should be carried out in such a manner that the main aim of the whole firm must be to meet the needs of the customers. Meanwhile, since satisfaction is a continuous aspect of the customers, firms must not only ensure that customers are satisfied at present but also satisfied in the future in order to guarantee the competitive success of the firm at all times. Thus effective management entails access to data and information about customers in order to satisfy them.

The above position appears to be true in banking sector. Modern days’ banking functions are becoming more generic and similar in modern day and each bank now puts efforts and strategies in customer satisfaction in order to create hedge over business competitors. This is needful since every bank is seen to be offering similar functions, thus, how satisfied each customer is left after being served by bank employees goes a long way to differentiate each bank from others, at least in the eyes of customers. Certainly, businesses succeed; especially service ventures due to their capacity to offer quality service to their customers. This is truer if lasting success is the focus for the...
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