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Study Of Customer Satisfaction On Smart Banking In Citibank

Submitted to

Mr. Fong Chong Fatt & Ms . Shila Singh

Master of Business Administration

2012-2014

Submitted by:

AJAY CHOUDHARY

MBA (COHORT 7)

Student ID: G1106469N

UOW ID: 21095884

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University of Wales, Newport

UOW ID 21095884

AEC ID G1106469N

Institution University of Wales, Newport

Course Masters (MBA)

MBA Pathway Generic MBA

Subject Study Of Customer Satisfaction

On

Smart Banking In Citibank

Tutor Consulted Mr. Fong Chong Fatt

Ms . Shila Singh

Date of submission 6th January 2014

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Abstract

As per the market shrink companies are scrambling to boost up the customers satisfaction and

keep their current customers rather than devoting additional resources to chase for potential new

customers. The claim, which it cost about five to eight times as much to get new customer than to

hold on to old ones is the key to understanding the drive towards benchmarking and racking

customer satisfaction. Measuring customer satisfaction is a relatively new concept to many

companies that have been focused exclusively on the income statement and also balance sheets.

Companies are now recognize that the new global economy has been changed things forever.

Increased competition, crowded markets with little products differentiation and the year of

continual sales growth followed by two decades of flattened sales curves have indicated today

sharp competitors that their focus must be change.

It is not a surprise to find that market leaders who actually differ from the rest of industry in that

they are designed to hear the voice of customer as well to achieve customers satisfaction.

Customer satisfaction drives successful private sector businesses and high performing businesses

have developed principle/strategies to achieving the customer satisfaction.

In the process of generating this thesis, the researcher discovers literatures that are very

interesting and descriptive, which should be good enough material for an introduction to the topic

of customer satisfaction and its research study. Methodology of research study was formed after

referring and selecting from various kind of methods recommended for research study.

In anyhow, this research study has resulted as well opportunity for Citibank to go through the

analysis and its outcome to assist Citibank in planning, performing and carry out findings from

this in order to seek opportunity for running a better an smoother banking operation s in Citibank.

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Acknowledgement

First and foremost, I wish to express my heartfelt gratitude to Mr. Fong Chong Fatt & Ms. Shila

Singh. Thank you so much for your knowledgeable helpful guidance throughout the dissertation.

Mr. Fong Chong and Ms. Shila Singh, present and made knlowledgeable research easy learning and

beautiful comfortable environment to communicate. Thank you for your professionalism and

prompt actions and encouragements. Thank you so much for all the feedbacks and your guidance

in the classes of research methodology.

Your patience and experience of professionalism speaks for itself.

Special greetings from my family members, fellow classmate for encouragement and support

while course of study.

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Table Of Contents

Series Number Content Page

ABSTRACT

ACKNOWLEGEMENT

TABLE OF CONTENTS

LIST OF FIGURES

Chapter 1 DISSERTATION TITLE 2

Introduction – FOCUS 2

Aim 2

Objectives 2-3

CONTEXT 3

Chapter 2 LITERTATURE RIEVIEW 3-4

Chapter 3 RESEARCH METHODOLOGY ANDTHEORETICALFRAMEWORK 4

5.1 Theoretical Framework 4

5.2 Primary Research 4

5.3 Research Methodology 4

5.4 Questionnaire design 5

5.5 Administrative of questionnaire 5

5.6 Primary data 5

5.7 Secondary data 5

5.8 Data Collection 5

5.9 Data presentation, Analysis and Findings 6

Chapter 4 Conclusion and Recommendations

Ethical Consideration and Issues 6-7

References 7-8

Time Plan 9

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List of figures-

1) Figure 1.1 Summary

2) Figure 2.1- Customer Philosophy

3) Figure 2.2: Customer loyalty leads to customer satisfaction (Mike SC Haffner. 2006)

4) Figure 2.3: Customer Satisfaction Profit Chain (Helmeke, Toddm.. 1993)

5) Figure 2.4 : Customer Satisfaction study

6) Figure 3.1- Sources- collection of data for this thesis

7) Figure 4.1- How much satisfied are you with the way we

8) Figure 4.2- The time taken to answer the telephope by members of staff

9) Figure4.3- The way staff members answer your call

10)Figure 4.4- Clear voice of staff members

11)Figure4.5- Ease to reach the staff you want to speak with

12)Figure 4.6- How quickly respond your enquiry after understanding

13)Figure 4.7 When did you last time phone us

14)Figure 4.8 -The time taken to respond your letter by members of staff

15)Figure 4.9- How easy to read and understand our letters

16)Figure 4.10-How clearly answers our reply letters to your enquiry

17)Figure 4.11- In the past six months, do you have experienced of the following issues?

18)Figure 4.12-The way your complaint was handle by Citibank staff

19)Figure 4.13 - The person who going to be sorted out your complaint

20)Figure 4.14- To follow up the contact received by you

21)Figure 4.15 – Knowledge about the services that we offer

22)Figure 4.16 – Able to give good advice to customers

23)Figure 4.17 – Able to give 100% of attention to their customers

24)Figure 4-18 – Pleased to be assisting you on line

25)Figure 4-19 – Smart and professional strategy

26)Figure 4.20 – The level of privacy that we offer in the branch

27)Figure 4.21 – The cleanliness of the Citibank branch

28)Figure 4.22 – How your enquiries are passed through between staff

29)Figures 4.23 – How often are you had to be in queue?

30)Figure 4.24 – How long you have been to queue

31)Figure 4.25 – Our efforts to reduce the time of queuing

32)Figure 4.26 – How quickly our cashiers carry out customer’s instructions

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33)Figure 4.27 – To being open

34)Figure 4.28 – To being clean and tidy

35)Figure 4.29 – Providing of the readable printout

36)Figure 4.30 – When were you last in the branch of Citibank

37)Figure 4.31 – Recommend this bank through your friend or relative

38)Figure 4.32 – Remain a customer of this bank

39)Figure 4.33 – To buy another product or service from this bank

40)Figure 4.34 – Have you actually recommended Bank X to a friend or any relative

41)Figures 4.35 - Overall, how satisfied are customers with the service receive

42)Figure 4.36 – Over the last past year, has our service

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Chapter 1

Introduction

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1.1 DISSERTATION TITLE-

Study Of Customer Satisfaction On Smart Banking In Citibank

1.2 FOCUS :

1.2.1 Aim-The aim of this research is to find and study the level of customer satisfaction in

Citibank smart banking. Research targeted is to find out and investigate about smart banking at

Citibank that is based on the proposal of the purpose of the study, whichhelps to determine the

level of customer satisfaction in Citibank smart banking. The scalability of this research would be

vary from the customer as respondents on a random basis of distribution of questionnaires. As a

part of this research, we would go through the Citibank Malaysia banking group. In the year of

2010 with the yearly increasing of cards as well loans of customers help toachieved pre-tax profit

of RM 834 million but on the other hands also facing the customer expectations that rising sharply

while loyalty is falling.This research implements on the smart banking that actual improved the

system of banking, processed and overall improvement of the customer satisfactory for Citibank

(Citibank 2011).

1) To evaluate the customer satisfaction level on Citibank banking efficiency that delivers

to customer- Citibank must have to aim higher than the mere type of achievement for their

customer satisfaction. Satisfaction is a simple state in that customers’ expectations are met; it

is the lowest denominator of service in the industry of banking. Moreover, delight happens

when expectations are going to be exceeded. With customers placing greater demands, and

competitive market forcing banks to accede to them, expectation of customer is a moving

target, and one that banks must take adequate measures to empower their employees to

constantly exceed. (Evangelos Tsoukatos 2007)

2) Is there a method of review and assessment being carried out in overall perception

towards the customer services of Citibank banking?

Customers of the bank express their satisfaction in many kind of ways. When ever they are

satisfied, they all are mostly say nothing but return again and again to buy or use more. When

we are going asked how they feel about a our bank services or its produ cts in open-ended

questioning they respond with anecdotes and may use terminology like as delighted,

extremely satisfied, very dissatisfied etc. Collecting of the motleys variety of adjectives

together from an open ended responses would be problematical in a large survey. To

overcome out of this problem, market researchers ask people to explain a company using

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verbal or numeric scales with words that measure attitudes. In customer satisfaction research

we are seeking the views of customers on a wide variety of issues that will shows how the

company is performing and how it can be going to improve. (Paul Hague and Nick Hague 2013)

Customers who are facing staff in the banking organisation will be able to help at the early

stage of working out following attributes to measure-

a) In the product-

Quality products by organization

Durability of the product

Innovative Design of the product

Consistency of quality

Wide range of products

Product Processibility

b) In Delivery

Delivery of order on time

Fast delivery

c) By Staff and service-

Courtesy from the sales staff

Availability of representative

Knowledge of representative

Returning calls of reliability of

Friendliness nature of the sales staff

Resolution of complaint

Responsiveness to enquiries by customers

After sales of the service

Technical service of an organizations

d) From the area of company-

Reputation of the organization

Ease of doing business

Clarity of an invoice

Invoices on time

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e) Price of the organization as in the market-

Price of Market

Total cost of use

Value for money

(Paul Hague and Nick Hague 2013)

3) To ascertain what is the mode of evaluation, is why did customer select Citibank as

choice of bank instead of other local banks?

Citibank must have to be take a good look at their customer base, to examine what actually

customers need, that customers would like to retain as well sell off non profitable parts of the

business. In this new era banking world, focusing on the profitable both as in terms of

customers and products that could gain a competitive advantage on the high street. Some

customers are interested in particular products so bank should have take this opportunity to

re-examine their products and services to truly differentiate from competition. (Citibank 2012)

4) Last but not least, what are the factors that would findout in order to achieve the

objective stated? And what has been proposed to guide the direction of this study-

Customer satisfaction is the backbone for all banks to stay competitive, as the customer is the

main source of income for an organization like Citibank. Islamic and conventional banking

systems are considered as the rival systems working in the same industry. In order for

Citibank bank to compete successfully with others conventional banks, Islamic banks must

give extremely high consideration to their primary customers.

We are also aiming to evaluate the methods of review and assessment being carried out in overall

perception towards the customer services of Citibank. In the sector of banking business every part

connected and to create the value of the customers that focuses to study on the factors that

determine in order to achieve the objectives in this highly competitive market. To study and

research about the market, customer behavior and satisfaction, analyzing the data will give the

mode to evaluate how customer can select the Citibank as choice of bank instead of other banks

(Barlow, J., Maul, D. 2000).

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1.2.2 Objective- The overall objective of this research is to arriveat some final conclusion that can

be acted upon for better customer satisfaction in the future that can be influenced to running the

business operation.

Key objectives are as follows-

To identify general patterns of the customer priorities and their satisfaction that

completely based on descriptive statistics-

Customer satisfaction brings a modern approach to quality of Citibank and also serves the

development according to their customer satisfaction aspects. In this we discuss customer

priorities and their satisfaction based on descriptive statistics (H Naeem 2009).

Based on findings to determine the satisfaction index of the weighted customer-

This represents the Customer Satisfaction Index (CSI) of Citibank that actually computes

the customer satisfaction on smart banking. CSI serves as a quantitative benchmark of the

quality of services and produce goods by the Citibank (Kotler 1994).

Customer Service Factors are as follows;

a) Convenience b) Customer Care c) Transactions, Methods & Systems d) Pricing e)

Products & Services.

To identify the gaps of satisfaction and dissatisfaction of the customers-

In this report we highlight the satisfaction and dissatisfaction of the customers that can be

experienced in a variety of situations as well connected to both services and goods. The

analysis of customer satisfaction conducted via survey, observations, interviews and also

by questionnaires of Citibank (E Cengiz - 2010). Dissatisfaction is clearly meant to be the

fundamental reason for customer decay, but what kind of causes really makes customer

dissatisfaction? A considerable amount of research study has been undertaken in this area

in recent years and the outcome is the theory of ‘satisfaction gaps’. The overall gap that

results in a dissatisfied customer is the gap in between the expectations and experience,

but the main root cause of dissatisfaction can usually be traced back to one of five earlier

gaps such as promotional, understanding, procedural, behavioral and perception. (Nigel

Hill and Jim Alexander, 1985)

Evaluate the priorities for improvement satisfaction in banking-

In depth study of the Citibank customer satisfaction on smart banking, we are looking the

priorities for improvement satisfaction in banking. Customers are the lifeblood of the

branch and the level of satisfactory service delivered by it is highly dependent on the

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efforts of Citibank staff. Technology can be helped to an extent but service on the branch is

only as good as the staff of Citibank provides it (KPMG International - 2013).

Given the way Citibank-customer relationships have developed, bank have an urgent need

to make strategies which will help them to re-create the strong relationships they once

enjoyed with their customers. Moreover, this research identified five core elements that

are essential is to establishing loyal relationships as shown below-

Source: Capgemini analysis, 2013

And also measured the percentage of customers who are satisfied along with each of those

dimensions. The results underscored the need for bank is to improve satisfaction within

each core area or risk of losing bank customers.(Capgemini analysis 2013)

The customer satisfaction scorecard determination will assist towards the achievement of soft

needs of team members that primary towards the achievement of business goals and its

objectives. Moreover, another objective of this study is to assist the Citibank Malaysia in capturing

and towards the achievement of the customer satisfaction methodology. This would be achieved

by using of questionnaires for assessment to accomplishment target and meets the requirement of

dateline.

1.3 Context-

This study focused on the level of customer satisfaction with Citibank smart banking. As part of

this research dissertation project, we would look into the banking group of Citibank Malaysia.

Citibank is a largest bank’s in America and with the history of 100 years in banking field.

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With the yearly increasing the cards and loansof customer it generated the pre-tax profit of

RM.834 million in year of 2010 and the result reflected the strong performance of bank's business

divisions.

Citibank has received valuable external recognition from the leading trade magazine across the

region. Citibank Asia Pacific has picked up over 200 awards from finance Asia,the asset and euro -

money among others.

The most recent was the euro-money 2011 awards for excellence dinner held in Hong Kong by the

date of July 14 where Citibank Asia Pacific (Citibank newsroom 2011) was once again honored

with the title of “best bank of Asia”.

Citibank won the award from 1999-2009 and also win in 2011 that is 11times out of the past last

12 years. In addition, Citibank was named as the best bank in Japan, Singapore and Taiwan and

equity house in India. Globally Citibank Won 16 awards including best emerging markets bank.

The euro money editors noted that “Citibank once again lead its global peers in moving from being

a competitive foreign bank in the Asian markets to a genuine rival to the locals.

This year it reclaims the award for the best bank in Asia for the sheer scale of its regional banking

platform,the diversified nature of its business as compared with its rivals that make the bulk of

their profits from a few core markets.And the way it has built out its smart-banking concept to

win customers through technological innovation.

They also attributed win to work, we have done an integrating in our businesses and having the

most complete banking platform and most innovative consumer bank in the region.

Citibank Malaysia has a full banking license in Malaysia with the presence of its branches in Asia

region.The bank has won several local awards in banking group reward like as “The bank of the

year in Malaysia” by the banker, the flagship publication of financial times of Asia economist.

Citibank businesses divided into two main divisions namely corporate banking and consumer

banking.

In Citibank embarks on transformation of programs to transform its branches and the way it

operates in order to be more efficient, customer centricity, service quality and technology smart

banking to keep up with the current market so that its bring a program management and

implementation of the group strategies project as detailed in the plan and driving operational

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synergy across various area via business customer service and improvement of the banking

initiatives. (Citibank 2012)

1.4 Problem Statement-

First the emergences of “new customer”, today costomers have become more diverse and

fragmented with specialized needs, buyer values and preferences. Customers are more tech -savvy

and demand for more offering, experiences and as well communication. This is the new generation

of web 2.0 customer raised by technologies that are coming of ages.

Second, customer expectations are rising sharply day by day while loyalty is falling. By keeping

customer satisfaction is and on going needs to be satisfied with its continuous basis to ensure that

these customer groups or we can also call them loyal customer that will find solace in no other

products and services but the present one. In ensuring that completely vital e specially when other

key leaders in the industry are trying their very best in winning other customer base to migration.

Third, the question of this research study is what does the smart banking implementation

improved Citibank banking system, processed and overall improvement of customers satisfactory.

(Gitomer 1998)

1.5 Research rationale-

The importance of having and an implementing appropriate highly interactive, client-centric has

gained deal of significance in todays globalized world with an extensive information of important

strategies and also the practice of information technology. (Citibank 2012)

The importance’s of better understanding of customer satisfaction via information and

communication technology which becomes more important this year. Multinational organization

is constantly improving and upgrading their ways to serve its banking customer with more user

friendly and interactive environment.

Banking sector in every part of the business banking actually connected to customer satisfaction

and also creates most important value for the customers. (Joao F. Proenca, Maria Antonia

Rodrigues 2013 )

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1.6 Significance of Study-

It is an important for a bank to make this study that will help uncover the relationship among

their customers an overall satisfaction level and customer loyalty as well, which lead towards

sustainability and profitability. To identifying the customer priorities and performing gap analysis

will help us to identify the areas, where to focus on to improve towards higher levels of customer

satisfaction. A gap analysis on components an important to the customer which will identify

priorities for improvement.

Customers will happy to know that the company is taking an initiative proactive step to make this

research study and will probably cooperate to provide the relevant input i.e. feedback

information, so that the bank can improve the total product and service quality that are offering.

Customers who are currently satisfied with the bank will support such a study. Customers who

are already dissatisfied may not be cooperative with their feedbacks as they may have made up

their mind to change other competitors. Those that are still not decided to switch may take this as

an opportunity to input their dissatisfaction hoping for improvement.

The main important customer satisfaction and evaluation as well as a development plan will

indirectly impact towards the achievement of Citibank organization goals, vision and mission of

accomplishing and completion of successful implementation. (Cheng, T.C.E., Lai, L.C.F., Yeung, A.C.L.

2008)

1.7 Scope of the study- The main purpose of this study is to determine and analyise the level of

customer satisfaction in Citibank smart banking. The scalability of this study would be range from

customer as respondents on a random basis of distribution of the questionnaires.

The selection areas of questions research would also a determining factors in this research study

to enable a visible outcome that would be assisting in the scoping of the areas of study in an

achieving of the organization goals and objectives.

It uses quantitative approaches in the form of a questionnaire that will be distributed among 30

Citibank customers that situated in Klang valley and which have banking with Citibank.

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1.8 Summary Outline-

Figure 1.1 Summary

1.9 Outline of Chapter – This research study would have several chapters that includes: Chapter

1- covers the title of research, aim & objective of the research,this includes the context of the

study, problem statement, research rationale of the study and significance of the study. This

chapter concluded with the scope of the study and summary of the chapter.

Literature review is chapter 2- related review of this research that includes the important

behavior of customers. Briefly, the strategy, important behavior of customer s. Briefly, the strategy,

implementation and the fundamentals of customer satisfaction towards the smart banking at

Citibank.

In chapter 3- Research Methodology and Theoretical Framework used in this research study. The

operational definition of an element and also created for the purpose of this research study.

Chapter 1• Introduction

Chapter 2• Literature Review

Chapter 3• Research Methodology And Theoretical Framework

Chapter 4• Data presentation, Analysis and Findings

Chapter 5• Conclusion and Recommendations

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Research methodology includes the population and sample chosen, data collection, scale of

measurement presentation of questionnaire result is statistic analysis used in this research thesis.

Data presentation, Analysis and Findings will be drilled down to each of the questionnaire.

However Chapter 4 consist of findings and discussion and number of questionnaires should not be

too much lengthy that could deter the respondents from submitting their responses.

From return of the questionnaires, then each and every questions will then sum up for conclusion

and recommendations for the survey findings summary and also final conclusion.

1.10 Chapter Summary-

In this chapter, we have gone through the problem statement of this research study, what are the

possible areas of this research study questions, research objectives for this study as well research

rationale.

At the same time, it is reviewed the significance of study, scope of study of defination and the

terms of this study and high summary outline of the chapters is also being reviewed.

In the next chapter on the review of literature. It would be an include areas of background of

Citibank smart banking, how does smart banking work for its customer, definition of customer

satisfaction, customer interactive, satisfaction gap, customer satisfaction profit chain, the

advantages as well disadvantages in common measurement.

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Chapter 2

Literature Review

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Literature Review

Chapter 2

Literature Review

Malaysia

2.1) Background of Citibank Smart Banking-

In 2009 Citibank and its consumer banking arm take decision to embark on a bold initiative to

embrace the future by introducing smart banking (Citibank 2012-2013). A new global digital bank

that actually designed to satisfy the financial requirement and goals of customer with diverse

needs and their preferences. Smart banking leveraged on the latest technologies such as savings

and investment of all, innovative. In 2010 smart banking paid off in Japan, the first market was

introduced, taking Citibak all the way to the top in the annual survey of the best banks in Japan,

but some more on that later.

Citibank has introduced its smart banking in;

Smart banking in Hong Kong: Hong Kong

Smart banking in Singapore: Singapore

Smart banking in Thailand: Thailand

Smart banking in Philippines: Philippines

Smart banking in Indonesia: Indonesia

Now, Malaysia has been added in the list and the Citibank Malyasia's smart banking branch is an

officially the largest branch in the Asia Pacific region.

Citibank smart banking here is to redefine the way they interact with customers in terms of

satisfaction. At Citibank, its believe that smart banking should be based on making banking

simpler, more informative and readily accessible where and when the customer actually needs it.

There is no more need to wait to execute transactions. (Citibank 2012)

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2.2 Background of Citibank Smart Banking-

It is designed around the concept of attracting, engaging and connecting. Citibank media wall is

the first component, a large multi-screen LCD system that actually displays real time, live feeds

like as stock market information, news weather, currency data etc. (Citibank 2013)

The second component is the Citibank interactive media wall and also touch screen facility that

allowing clients more in depth access to the bank's products and services at a touch of the screen.

With the facility is located all across the branches in Malaysia, with the trained Citibank

professional that can assist the customers should they need help in using of the technology or just

want to know more details.

Once the client is ready for his or her decision or to purchase a product, they can go to the

Citibank work benches-screen which allows them to open an account, apply for credit cards, place

time deposits. If the clients are existing, they can look for their own account information.

These screens were designed with a lot of care when it comes to the security, features like as

biometric ID readers and my card slots. Screens were also specially designed so that the one

sitting beside the customers would be able to read the information on screen. (Citibank 2013)

2.3 Asia leads the way in Citibank smart banking-

In 2009, Smart banking was first introduced in Japan. According to an annual best consumer bank

survey and prior to the introduction of smart banking, out of 87 banks, Citibank of Japan was

ranked 57th.

A year later, smart banking that had been introduced at two branches to helped Citibank grab the

top spot.

When compared to other branches, from a sales perspective, these two branches were very

successful. The number of new clients which acquired and number of the clients that interacted

within branches were much higher when its compared to other branches.

In the creation of smart banking, Citibank technology is a very important factor. Without its

technology not possible because what we wanted to do was to bring something that was would

bring real value to bank clients. It’s not only about the technology but also innovation that puts the

client at the center of everything we do. (Citibank 2011-2012)

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Smart banking is a very client centric strategy which is brought to life through technology.

Clients will always have the ability or an option to do their transactions through a Citibank staff,

through a branch, through online systems, through mobile banking. But now, they have also at

their own pace from inside our bank branches.

In Asia, Citibank was the first bank to introduce this levels of high technology as well innovation

into the consumer banking. It believed that the smart banking is the way of the future and that this

bank would continue to evolve such kind of high tech offerings as it looked to consolidate its

position in the region.

The future of banking an apparently is here and now, Citibank has clearly stated an intention to be

the market leader in what promises to be a very interesting time for the regional and global clients

banking sector. (Citibank 2011-2012)

2.4 Definition of customer satisfaction-

What is customer satisfaction and how is customer satisfaction being measured? How are these

measurements to be presented and interpreted? On what basis it can make a recommendation?

"There is only one boss, The Customer" quoted by (Bruce E. 2010)

Mostly the researches rely on references to hill and Alexander (2000). Few references also based

on the references to other relevant books, website and journals reviews.

Indirectly customer satisfaction has a great effect on the entire lifetime of the customer. The

factors that affecting customer satisfaction, the perspectives are as below:

Figure 2.1- Customer Philosophy

Product Quality

Service

Quality

Customer Satisfaction

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Generally, " Customer satisfaction" is the customer reaction to or an evaluation of the service and

product package which is offered as compared to the preception of an expectation. Certainly it is

addressing the customers point of view such as an opinion or actual experience that compared to

their expectation with regards overall performance of the total product.

(Kotler. 1994) cited satisfaction is the level of a customers's felt state that actually resulting from

comparing a product perceived performance (or an outcome) in relationship to the customer's

expectation. Thus, the satisfaction level is a function of the difference between perceived

performance and expectations.

If a customer perceives that an outcome is less than expected, customer will be dissatisfied, if

outcome meets an expectation of the customer that will be satisfied, and if an outcome exceeds

expectation of the customer will be highly satisfied or delighted.

As per the one customer services manager put it: "When I started mine customer service initiative

I thought that a pep talk on 'the customer is always right' was an answer. But now I realize that an

effective programme must needs to address much more than this, time after time. Our customer

satisfaction figures out now to show us the payoff”. (Steve Macaulay. 1994)

Customer value and switching barriers are the most significant antecedents of loyalty while

customer satisfaction does not make a significant contribution to the customers loyalty. (Cheng

eta.l. 2008)

Customer satisfaction is an additional important organizational variable (Walker. 1995), which

pointed out that all elements of a service encounter, including the physical surroundings, waiting

time and importantly, behavior and performance of the service providers, that can influence

customers' level of satisfaction. (Barlow and Maul. 2000) theorized the high emotional intelligence

in service providers that contributes to customer satisfaction. They posited that the customer

satisfaction relates to customer's emotional experience on the time of service encounter, and that

service providers with the high emotional intelligence must be better able to create a positive

emotional experience for its customer. (Sally Kernbach. 2005)

In the other words, customer satisfaction can be explained as the quality measures of performance

as defined by the customer where their expected requirements and standards are met. (Ziethaml,

et al 2006) quoted that satisfaction is the customer's fulfillment of response. It is a judgement that

a product or features of the service, or the product or service itself, provides a pleasurable level of

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consumption-related fulfillment. (Gitomer 1998) quoted that satisfied customers will be able to

shop at any place.

Loyal customer will fight before they switch on to new- and they will proactively refer people not

to buy from you. A satisfied customer is one that experienced and felt ok to deal with you. They

are ecstatic with the purchase, they will proactively talk about their experience, overall feeling

about you is wonderful and their experiences with you have been memorable with "wow" effect.

Hill and Alexander (2000) explained "customer satisfaction" is one of the simplest phrases

"customer satisfaction is a measure of how an organization's total product in relation to full fill

customers requirement".

2.5 What is customer satisfaction?

Customer satisfaction is generally described as the full fill of one's expectations (Oliver 1980).

Customer satisfaction is the feeling or an attitude of a customer towards the product or service

after it has been used (Ahmad Jamal. 2002). Customer satisfaction is a term which are generally

used to measure a customer's views or perception of a company's products and its service.

Regardless of whether these organizations provide of goods or services, they recognize that

satisfied customers are the key factor to their success. They focuses on achieving 100 percent

customer satisfaction and embed this priority all over the organization from top to bottom with a

solid framework of policies, information and practices.

Achieving high level of customer satisfaction needs that the organizations continually monitor and

examine experiences, opinions, and suggestions from their customer and people who are the

potential customers. Improving of the service quality to meets the requirement of customer's

standards in an on-going part of doing business. In this way, customers are easily derive the

market and the organization.

At the same time an organization acts to attract and satisfy their customers, the customer

themselves exercise ultimate influence. A satisfaction of customer depends on both expectation

and their treatment. Through their choices, customers decide that an organization survive and

thrive, determine what goods and services are available, and shape how they are provided. In an

addition, using of their purchasing power, informed consumers can shape the marketplace by

communicating their preferences and standards of an organizations that are poised to listen and

respond. (Edvardsson, B. 1998) (Helmeke, Todd M 1993)

25

2.6 Step one; defining customer satisfaction-

Vague questions are generally elicits vague responses and customer satisfaction surveys are has

no exception. The word satisfaction may mean different things to different people, subsequently

an accuracy of the data tha company receives. The satisfaction of catering service at hotel is a very

different from the satisfaction with a vehicle or car purchase.

Moreover, individual products as well services have many dimensions, and thus satisfaction

should not be limited to one generalized construct. For example, a quality food may have been

excellent, but the portion of quantities and delivery may have been under par. Companies or an

organizations cannot be expect from respondents to divide these dimensions in their head.

(Helmeke, Todd M 1993)

2.7 Step two: measuring customer satisfaction-

Once you have an identified dimensions of satisfaction to measure, special consideration should

have been taken to properly measure them to yield the meaningful data analysis. Determining of

the appropriate scale is very important to collect an accurate and significant data. For instance

while using of a numeric scale (e.g. 1 to 5, 1 to 10) the range need to be defined clearly and must

have to be utilized consistently throughout the survey. A 10 point range, for example, may not be

an appropriate to asking about one's level of satisfaction. Most of the respondents will not be able

to distinguish the difference between a score of 3 or 4, as a result, data quality may suffer.

Generally a 5 point numerical scale or 5 to 7 point is accepted as an effective measurement

techniques for the questions of satisfaction. (Parasuraman, A 1998)

Another important consideration while measuring the satisfaction is to only ask the questions that

are relevant. Not only does it keep your survey length to a minimum and also prevents the risk of

miss measurement. For an instance, a customer who actually purchased copper piping from your

website should not be asked for the feedback about wood working tools.

A customer satisfaction measurement exercise may also identify the following:

Customer's priority

Customer tolerance band

Company's own performance

Company's performance relative to customer's priorities

Company's performance relative to competitors performance

26

Priorities for improvement

Customer needs as well their expectations are not equal and they are not all the same. Some of the

features are commonly important to most customers. Some few other elements are high in

priority at a different situation such as looks, power, accelerate; top speeds are an important

factors for a sport car. As opposed, comfort, safety, spaciousness, image is more important factor

for a family or an executive car. For component aspects of the customer satisfaction, customer will

have a tolerance band and study into the customer satisfaction, customer will have a tolerance

band. Any research study of customer satisfaction should to discover the ideal, acceptable and

unacceptable scenarios. When a customer willing to queue about 30 minutes for a ticket to

opening night of blockbuster movies and it will not tolerate to wait for more than 15 minutes for a

banking transaction.

One of the most satisfaction survey asks questions about their performance without relevance to

the customer's requirement or expectations. To rate the company's performance must have to be

survey the customers that would be meaningful to ask questions relating to how the customer

priorities, their needs and expectations. As per (hill and Alexander. 2000) the idea behind is to

discover whether "we are doing the best what matters most to the customers".

2.8 Customer Interactive-

According to (Ainscough and Luckett. 1996), the provision of customer interactively is an

important criterion which attracts the users in delivery of e-banking. (Gerrard and Cunningham

2003) also mention other factors of paramount importance in terms of an ensuring the success of

e-banking, i.e. the ability of an innovation to meet the users' requirement by using of different

feature availability on the website. For instance, the provision of interactive loan calculators,

exchange rate convertors and mortgage calculators on the websites draw an attention of the both

users and non-users into the bank's website (Wai- Ching Poon. 2007).

2.9 Customer service objectives and quality-

"Each worker must need to be responsible for his or her own quality- and also be committed to its

delivery, each and every time a service is offered"(Andrew Clemmet. 1998).

Service objectives are tied to service quality and customer satisfaction are unarguably the two

core concepts which are at the crux of the marketing theory and practice Spreng and Mackoy,

1996 quoted in (G.S. Sureshchandar 2002).

27

The online quality service of Citibank positively influences customers' perceptions of overall

internet banking service quality offered by the bank. Consequently, bank management should

have to be place emphasis on offering reliable, responsible, tangible and empathic customer

services. Furthermore, study reveals the online information system quality is one of the most

significant predictor to overall internet banking service quality. This will suggests management to

ensure that the internet banking environment; especially the website as an interface between the

bank and its customers, has the navigation and visual characteristics, as well as practical

considerations necessary for the security and to ease of use. Somemore, the overall quality of an

internet banking service is strongly related to overall customer satisfaction with the bank. This

suggests the relevance of delivering online high quality service to maintain and / or an increase

the customer's satisfactory with the bank (Michel Rod. 2009). And customer service objectives are

needs to be clearly defined and understood if an effective strategies are needs to be developed. In

terms of an old adage; if you don't know where are you going, any road will get you there.

Reliability- An ability to perform the promised service accurately, dependably and

consistently, which means doing it right, over a period of time.

Responsiveness- The prompt services as well willingness to help customer that actually

involves speed and flexibility.

Assurance- Knowledge are the courtesy of staff and their capability is to inspire trust and

confidence.

Empathy- The caring of an individualized attention to its customers.

Tangibles- These are the physical facilities, equipment, staff appearance, “i.e. the physical

evidence of the service that conveys both functional as well as symbolic meaning”

(parasuraman a. 1998).

2.10 Customer loyalty leads to customer satisfaction-

Whenever the customers loyalty is a centrally an important concept in marketing financial

services, there is, as yet, little consensus as to the common predictors of loyalty and their potential

interrelationships. Previous research in the field of customer loyalty has typically employed

customer satisfaction (Chris Baumann. 2011).

An elaboration of the brand loyalty are as below:

1) Biased (i.e. non random)

2) Behavioural responses (i.e. purchase)

28

3) Expressed over time.

4) By some decision making unit.

5) With respect to one or more brands out of a set of such brands, and is a function of

psychological processes. (Albert Caruana. 2002)

Figure 2.2 : Customer loyalty leads to customer satisfaction (Mike SC Haffner. 2006)

As per (Richins. 1983) contended that complaints caused by dissatisfaction are not only inevitable,

but also to welcome- because they are enable providers to correct the source of dissatisfaction. In

a similar vein, (Zeithaml et al. 1996) argued that consumers with a tendency to complain are likely

to be consumers who are generally satisfied with the service, but who are giving the provider an

opportunity to rectifying the cause of dissatisfaction. (Joan F. Proenca. 2011)

2.11 Satisfaction Gap-

Service gap points to the difference in between the actual experiences as compared to the

perception. As per stated by (Hill & Alexander 2000) “The service gap or the root of the

dissatisfaction can usually be traced back to the five gaps” namely such as;

1) Promotional gap- What is said or promoted about the product is different concept from the

actual delivery or an experience by the customer. Typical example like as an airlines

advertisement of the caring in flight by crew who opposed to the real experience of stewardess

rushing to serve the food and beverages to complete their job and plan for the next lainding.

2) Understanding gap- The organizations had failed to understand the customer’s requirement

and created the requirement that may result in a fully working solution which does not match

according to the customer’s expectation.

Loyalty

Satisfaction

No defects Timeliness Caring

29

3) Procedural gap- The process in which the customer have to go through may not be what the

customer actually expected, for an example queuing for more than 30 minutes to reach the

counter of bank to do a transaction.

4) Behavioural gap- An inconsistent behavior amongst staff that can result in offering opinions

about its service quality and product. A good service experience at hotel may win customers

next return visit, and then to meet someone new or inexperienced to cope with the customers

pre set expectations.

5) Perception gap- It may not be any of the above reasons in that a customer is dissatisfied but

bad experience in the past had somewhat moulded the customer perception. Somemore it

difficult to change that perception.

Regular customer satisfaction surveys of the frequent of regular customers that will be an able to

help identity to the overall quality Knowing an existence of this gaps which will help in improving

of the overall service level to customer as whole.

2.12 Customer satisfaction profit chain-

According to (Hill and Alexander 2000) link between the customer satisfaction and company

success has historically been a matter of faith but there is now a growing body of an eveidence to

support the case for many companies profit which can be treated back to customer satisfaction

related in terms to the employee satisfaction.

Figure 2.3: Customer Satisfaction Profit Chain (Helmeke, Toddm.. 1993)

Also to add value to the study, it would be really revealing to ask question which leads to the

discovery of how actually the customer rates of the company’s performance against the

competitor’s performance. For an instance in a services-based company, the customer should not

be going to pleased with the company that trying to improve their support call response time to 4

hours if the competitors is already able to respond within 2 hours.

Growth and Profitability

Customer loyalty

Customer Satisfaction

Value Productivity Staff LoyaltyStaff

Satisfaction

Internal Service Quality

Leadership

30

Any kind of study about customer satisfaction would not be complete without focus to discover the

areas or aspects where the company can be take positive actions to improve in their performances.

PFI (priority for improvement) points to areas or factors which are higher priority to the

customers, so that the company can possibly take actions to improve.

2.13 Long term relationships with customer are more profitable for six reasons-

a) Cost can be substantial of acquiring new customers.

b) A higher retention rate signifies that the few customers are need to be acquired and these

all are can be acquired more cheaply.

c) Customers who are well established tends to buy more.

d) Regular customers can place frequent, consistent orders and sometimes cost less to serve.

e) Normally, satisfied customers are usually refer new customers to the supplier at virtually

no cost.

f) Satisfied customers are trust and know well to their supplier and easily willing to pay

premium prices to supplier. Retaining customers makes the market entry or share gain

more difficult for competetiors. Quoted by (Bain & Company 2010).

2.14 Transforming customer satisfaction data into business value-

Mcb Up Ltd (1995) described measurement and data are little more than the subjective insights

unless for action they are part of an actual business plan. Successful companies recognize this fact

and do not survey simply just to get a feel for how we all are doing rather the customer satisfaction

survey is an integral part of one or many processes that directly has an impact on the company

bottom line. Satisfaction survey data can able to establish valuable benchmarks for the production,

pricing, and many other critical business processes which directly affect in terms of profitability,

performance and also company’s brand corporate image.

Customer satisfaction survey can facilitates with an extremely useful data to sales executives, who

offer little more than company profile and its information when making calls and visit. When a

sales organization are able to implement effectively on a complete customer satisfaction program,

then the resulting analysis can be an excellent customer satisfaction program; thus resulting

analysis can be an excellent tool for warming a cold call or sending relevant sales materials and

messaging to prospects. By analysing of buying trends and establish associations among different

data points, a sales force can be approach their leads tactically. For an example, if company

discovers a significant correlation between the customer satisfaction data and a specific industry

31

vertical, a sales manager may focus more call time and lead generation resources towards that

industry segment.

Customer satisfaction surveys are also invaluable for an effective budgeting to make production

and development of products. This enables a business to avoid spending time and resources by

fixing trivial mistakes or developing unnecessary enhancements. Most of the product managers

recognize the value of customers feedback while gathering requirement. The challenge, again, is to

collecting an effectively accurate and sufficient response data. Using of the proper methodology in

managing developers with an anccurate information to produce continuously quality product that

customer wants.

2.15 Ten steps actionable CSM (Customer Satisfaction Study)-

The researcher would like to prefer an adoption of the “10 steps of actionable CSM or customer

satisfaction study” by Chakrapani.c (1998), which ensures the right sequences and methods of the

survey. Also in the final stages of analysis, the choice of statistical analysis should results an

effective correct information that points clearly towards the level of satisfaction and towards

actions which can be taken.

The following figure Jude Nottingham (2011) describes the logical steps in a customer satisfaction

study-

Figure 2.4 : Customer Satisfaction study

An overview

of CSM

Ask the right question

Ask the right people: A

random and representative

sample

Get the right answers: A

suitable survey method with

high response rates

Produce the right data: Use

appropriate and valid statistical

techniques

Draw the right conclusion:

Reporting the results

Use the survey: Feedback & action the

results.

32

A conceived survey may be end with measuring of the wrong things, being unfocused and using

too measures. A company may have excelled record in the past due to its high level of service and

personalised relationship of their sales and also its technical force with the customers

counterparts. In terms of innovativeness a measure that how they rate and up to date with the

latest technologies will point them in the wrong direction. A survey that asks too many questions

may could the respondents mind.

All too often companies use internal measurements which are detrimental for an external

customer satisfaction. For instance, if employees are judged by the number of mistakes that they

make in handling of customer complaints. They may avoid complaining customers and in so doing,

turn customers away a measure that had chosen the wrong audience or selected a wrong sample

that will definitely going to point wrong direction to the company.

Another view is when a CSM is focused on elements of the past. Taking features of car as an

example: sound system in car is to be the augmented item which attracted customers. Today, this

is a standard feature where is absence reflects the car is below par (normal standard). A survey

that focuses on the requirement to have this item as a feature so it can satisfy customers will not

be meaningful as it no longer an augmented items.

2.16 Gathering background information-

Product and service information about the of a company, and the nature which is being consumed

to satisfy the customers need or requirement must be fully understood in order to study should

have a starting point and basis of study. How this product can compares with their alternatives

offered in the same industry or marketplace that will also be a factor in the measures of customer

satisfaction. (Gronrops, C. 1988)

2.17 Choose the right metric-

A study must be able to brought conclusive indicators at the end. Question should be asked in such

a way that may tells a story and be able to rank features or elements of the product and be able to

tell why and whether customer is satisfied or dissatisfied about it. In other words can say, it

should be able to give indicators of how the customers are going to be satisfied, with what kind of

element they are most satisfied with and which element meant more relevant to them.

33

While designing a questionnaire, it is important that the unit of measure or the metric be defined

properly or an accuratly so that it allows for the respondent to indicate clearly their level of

satisfaction and also the level of importance of an element of the product to being studied.

A questioned such as; are you satisfied with our repair services? “A” yes, this answer does not

really indicates us anything. Since the damaged or failed product was repaired, the customer s had

to be satisfied, instead of the question should be along the lines of asking whether the customer

was happy with the waiting time while sending the items for repair, whether the time to repair

was reasonable and whether the experience of getting the item repaired was easy of complicated

of troublesome. And if answers are scaled as either “not satisfied”, “satisfied”, “very satisfied”, or

“extremely satisfied”. The result of study would be very different which can be draw very clear

conclusions about the satisfaction of customers.

2.18 Making the analysis action oriented-

The study should be designed in a way which not only can derived conclusions but it also clearly

described the relevant actions that can be taken to meet requirement and also to improve on the

ranking of satisfaction for the element of product or services.

We already had mention earlier that there are components or elements of a product or service

which are not within the control of the supplier. In the business of transport and travel, weather

conditions can be cause major delays and to change of the routes.

For an answer to these type of questions will not mean much relevant to asking about their

experience on how the supplier handles an unexpected change caused by sudden weather

conditions. For an instance, because of the massive strong earthquake or volcano explosions, a

flight may be had been re-routes or delayed for few hours sometimes even take days. The

passengers were given a room at the airport hotel to rest and wait until the green light is given to

flight. This will definitely impress the customers by offered them accomendation and this will

certainly reflects the customer satisfaction.

The basic reason of CSM is to discover how and in what kind of ways to satisfied the customers and

what areas or an elements of the product or service needs to be changed or improved to make sure

that the customers can be continously happy with the bank.

Some organization uses the CSM is to discover and tied to the reward system for employees.

34

This empowers the staff to act on the elements of services that measure towards customer

satisfaction. This is relevant to the customer satisfaction chain concept. In doing so, these

companies are telling their employees to work towards the satisfaction of customers.

2.19 Consider Segmenting the market-

In most of the business, customer base may be compose of different types of customers. Individual

consumers can be categorised into culture groups, age groups, sex, income groups and etc. the

social influence certainly have a bearing on their choices as well expectations of similar product.

Similarly, in corporate there are large companies, medium sized organizations and small

companies, their expectation and perspective towards the features of product and as equvelant to

their demand on service levels are differ. Aside from that, few companies are willing to pay more

for their high tech and very highly available services level. While others companies would prefer

simple plans which actually cost less. Therefore logical to segmentation the market or the

customer base in a CSM so that the results will not be diluted or mixed up. (Hill n. and Alexander j

2000) (Gummeson, E 1991)

2.20 The benefit/ opportunities and disadvantages/ risk in common measurement-

a) Resources efficiency-

Implications of an expertise in research and action allows for valuable efficiency. One department

or functions in a service can use the insights from a comparable function in another. Whether this

is in terms of understanding of the customer satisfaction or how to implement on changes in

improving of the customer experience.

b) Getting started more easily-

At the very least, a common measurement approach should mean that its easier for those with no

programme to get started. A common framework that provides some standard questions and

guidelines which helps to deliver a high quality of survey. A common approach can also help the

organization with no existing survey to set priorties for research study, and also to avoid spending

money on measurement which actually fails to translate in action.

35

2.21 Disadvantages and risks-

a) Lack of customisation- One of the most fundamental disadvantages of common measurement

is danger of insufficient customisation to deliver specific and relevant insight for individual

services. A more flexible approch is to common measurement with the ability to tailor

measures within the guidance and structure of the common approach may go to some way to

addressing this problem however the risk that the requirement of common measurement takes

precedence over the need for tailored insight remains, especially where resources are limited.

b) Inability to compare services- Although one of the chief attractions of common measurement

is the ability that is to compare findings within or an across services, the nature and context of

public services varies so widely that in reality the scope for meaningful comparision is

relatively limited.

c) Difficulty in implementation- The consequence of insufficiently tailored customer

satisfaction measures is likely to be a bit difficult in an implementation as it become hard to

connect the findings from measurement with realities experience of the customer. A test which

is a common measurement approach that would have to pass from the outset if it were to enjoy

success in terms of long time.

d) Putting the focus on scores rather than interventions- The principle of customer

satisfaction measurement having purpose is to drive service improvement, introducing

common measures raises the risk of the focus shifting towards scores and performance

management. Although this may have its own benefits and somemore, if the culture and cycle

of customers and customer service improvement is not ready to embedded with the

organization means there is a danger that the exercise becomes one of managing to the scores

rather than supporting the underlying improvement of service. There is also a risk that a focus

on number becomes demotivating for staff rather than inspiring.

(Parasuraman, A. 1998) (Hill n. and Alexander j 2000)

2.22 Chapter Summary-

In the literature review, important of customer satisfaction issue has been discussed and described

the tools of Customer satisfaction profit chain and customer satisfaction study (CSM), the

disadvantages/ risk and the proposed conceptual framework.

In the next chapter we will look into theoretical framework and research methodology.

36

Chapter 3

Theoretical Framework & Research Methodology

37

Theoretical Framework & Research Methodology-

In this chapter we will talk about how the preperation for the research as well through which kind

of methodology will source the input that acually looking for from the customers. Finally how

these data we will be able to collate into indicators which tells us upto what extend and whether or

not the customers are satisfied or dissatisfied.

There may be the result is for one index or indicator in the final analysis that point to attributes or

areas of the services that matters most of the customers. Even more better would be ind ication of

which attributes can be controlled, are actionable and can be controlled or improve via some of

the proactive as well positive by the company, or priorities for improvement.

In the summary, chapter elaborates on the following;

Theoretical framework

Research methodology

Questionnaire design

Administrative of questionnaire

Primary data

Secondary data

Data collection data sampling

Data analysis

Limitation

3.1 Theoretical framework-

In this research theoretical framework includes the customer satisfaction for the Citibank banking.

We focus into the areas that would be study for theoretical framework as well research

methodology. The main advantage of this research is to provides an opportunity to use a range of

tools like as interviews, published and also unpublished documents and archives to gain evidence

in order to compile the findings (Yin, 1984). Case approach was deemed to be the most appropriate

stratergy for this case study research because of the valuable contribution to the enhancement and

development of the theory.

However, there are also have several disadvantages of this research study approach, which

includes bias and difficulties establishing validity. A criticism of single research case study is the

38

inability to establish external validity (Gummesson, 1991). External validity, is only necessary,

however, if generalization are to be made to the customer of the study.

Findings of the single research case study are meant to all banking institutions but the

development, effectiveness of the current stratergy and improvement implanted by the bank.

Illustrated collection of data for this thesis as shown below;

Figure 3.1- Sources- collection of data for this thesis

3.2 Primary research-

Satisfaction of the customer is an abstract concept and also the actual manifestation of the state of

satisfaction that will varies from person to person and product/service to product/service.

Both psychological and physical variables are the main state of satisfaction that correlate with

satisfaction behaviours such as returns as well recommend rate.

Satisfaction level can also varies and depending on other factors of the customer, such as oth er

products against that the customer can compare the products of the organization.

As based on the ideal expectation of customer satisfaction may constitute the following sa below-

Quality of service

Speed of service

Complaints or problems

Trust of employees

Literature Review

Evidence relevant and extensive literature pertaining to the banking industry customer satisfaction

Questionnaire disseminated to the customers

Aim: A research of customer satisfaction on Smart Banking in Citibank Secondary

Data

Primary Data

39

Closeness of the relationships with the contacts

Types of other services as needed

Company’s postion in the minds of client

This is the gap between as quality services expected by customers and understanding of the same

by the organizaton. Cause of this is the lack of willingness of the organization management to

investigate the satisfaction of customer. If there is any gap in understanding , which leads to wrong

allocation of the resources and wastages at the cost of customer satisfaction. (Gronroos, C. 1988)

(Gitomerj 1998)

3.3 Research methodology-

Methods are used in this particular research study would be in qualitative and quantitate research.

Firstly, researcher objective is to develop the questionnaire that passed out to frequent banking

customers in order to earn their feedbacks on several areas pertaining to satisfaction.

These questionnaire would consist closed ended questions that would be widely used to save time

and analysing and one of the data collection methods that would be used.

3.4 Questionnaire design-

The questionnaire design of this research would be based on the Literature review areas and

scope with its relevance to customer satisfaction scenario and environment. The areas mainly

covered as divided into:

Managing account

Handling Enquiries

Staff

About the branch

General

3.5 Administrative of questionnaire-

The research approach taken here is to distribute questionnaire to the target customers group,

especially when few questions are sensitive in nature and revelation of answer that may require

some level of confidentially in order for data accuracy.

40

Questionnaire return would not stated names for the purpose of data and information

confidentiality. Respondents of the questionnaire would have an option to return it in hardcopy or

softcopy by an email. After that questionnaire have been returned and result being compiled.

3.6 Primary data-

Collection of primary data is through questionnaires. Primary data is an important for this

particular research case study as title of this thesis an about of customer satisfaction. Outcomes or

results of primary data is the research that being carried out. Collection of the primary data

depends on the purpose of the study as well resources that are readily available.

3.7 Secondary data-

Secondary data is an outcomes or comprises from the published sources for example; articles,

websites, journals,magazines, newspapers and books. On the subject of customer satisfaction there

are many published articles and hence, in this study researcher had acquired the collected

information through means.

3.8 Data Collection-

Customers of the bank are the main source for the collection of data. These customers would be

the best group who are able to identify with the current stratergy and performance, which ac tually

the company has adopted as they would be the main people that are really affected by the services

provided by the bank.

As most of the questions were given based on scale base and this was the preffered scaling method

that chosen for the particular questionnaire. The reason behind is to choose this particular method

is to save time as the questionnaire was given out to the respondents that were waiting to

performed their tansactions at the counter and this method would be the most suitable for this

data collection.

A pilot test was conducted before questionnaires were handed to the respondent to make sure that

is their any technical glitches in terms of answering the questionnaire could be avoided. Some of

the questions were selected carefully from the vast pool of surveys that is done by the individuals

in banking industry. This is to make sure that only the most suitable and appropriate questions are

selected. Thus, the distribution of this questionnaires took substantial amount of time in

completeing of the particular part of the research.

41

3.9 Data Sampling-

In this research study sampling method that would be used in the area of random or non -random

its all depending on the accessibility of information that is given by the bank. Random sampling

would be obtained from the list of respondents through the existing customer database of banking.

By using the questionnaire feedback was obtain from the sample size of 30 respondents. This

sample size is justified by the fact that it is a case study and questionnaire were distribute to those

who are apporaches the Citibank banking hall areas.

3.10 Data Analysis-

Collected data will be analysed by using of simple statistical tools such as pie-chart, charts and also

from tables. This research study analysis after collecting the data by use of Excel software 2010 for

the presentation and analysis Each and every question was analysed carefully in order to achive

accurate results for the interpretation of the results. These results are the answers of research

question that is posted as a part of thesis and would be the main focus of the study.

a) Limitation-

There were many difficulties and obstacles occurred during conducting this research that actually

limited my scope of research, details.

b) Opinion bias-

Most of the customers may have bad experiences with banks and got the opportunity of the

questionnaires that brings out the complaints.

c) Instrument bias-

As questionnaires were designed in English, so may customers not be proficient in English to

understand the complete meaning of the questions. There would have been some discrepancy in

the interpretation of the true meaning of the respondents opinions. The refore, as much as can

possible questionnaires were designed closely following the questionnaire guide.

Rating scale- The rating scale of discovered research was too general. The scale should be more

specific and exact from customers.

42

3.11 Chapter Summary-

Methods are used in this research study would be in the area of qualitative and quantitative

research. Firstly, researcher objective is to obtain the feedback on several areas pertaining to

satisfaction. It consisted close ended question where close ended questions widely used to save

time and also in analysing to ensure that collected data should be current and update d. There are

total number of 15 questions were administered in the questionnaire. Most of the questions were

like as scale base and it’s the preffered scaling method chosen for the particular questionnaire.

Extensive use of the primary as well secondary data played a vital part in the research study.

43

Chapter 4

Data Presentation, Analysis and Findings

44

Chapter 4

Data Presentation, Analysis & Findings

There are total number of 15 questions being included into the questionnaire that is distributed at

Citibank office to all levels of staff. Moreover, specially focus on walk-in customers into the hall of

Citibank.

The scale of rating is divided into 5-point scale that is comprising of;

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

No Experience

Presentation

Details are breakdown on the return survey of the questionnaire is as shown below. The purpose

of presentation, bar chart, pie chart, column graph are going to used in order to present

information and data in percentage as against numbers so that this will be better representation.

45

Managing of your account

4.1 Q1 How much satisfied are you with the way we-

Figure 1 displays the pie chart “How much satisfied are you with the way we” while treating

customers.

The survey composition illustrated as shown in graph below, 90% ratio of the customers are

satisfied with handle their account, without any mistakes that have been made and also do offer an

apology for any mistakes have made. Significantly there are 10% of customers partial dissatisfied

with the charges which actually debited without notifying or stated clearly.

Figure 4.1- How much satisfied are you with the way we

70%

20%

20%

How much satisfied are you with the way we

Efficiently handle your accountwithout any mistakes?

Apologies for mistakes

Clearly explain the charges

46

Handling of Enquiries

Q2: How much are you satisfied with the way of handling enquires:

4.2 The time taken to answer the telephope by members of staff-

Figure 2 displays the pie chart to explain the 24 hours Citibank staff tele -banking is whether doing

their jobs proffessionally with the target of 30 are satisfied and very satisfied with the phone of

Citibank banking staffs with quick response to answering incoming calls.

Figure 4.2- The time taken to answer the telephope by members of staff

33%

67%

0 00

The time taken to answer the telephope by members of staff

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

No Experience

Frequently Percentage Very satisfied 10 33% Satisfied 20 67% Dissatisfied 0 0 Very dissatisfied 0 0

No Experience 0 Total 30 100%

47

4.3 The way staff members answer your call-

Figure 3 pie chart which is shown below explained the high percentages of 93% customers are

satisfied with the way of answering calls by Citibank staffs. Moreover, 7% of customers are

dissatisfied with it, the possibility of the communication barrier due to different langagues an d

dialects that caused customers dissatisfied.

As per researchers concluded each and every staffs must need to be identified the origin

langagues of the customer, even by name or by races. This actually reduce the dissatisfaction of

the customers.

Frequency Percentage Very Satisfied 25 83%

Satisfied 3 10% Dissatisfied 2 7%

Very Dissatisfied 0 No Experience 0 Total 30 100%

Figure4.3- The way staff members answer your call

83%

10%

7%

0

The way staff members answer your call

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

No Experience

48

4.4 Clear voice of staff members-

Figure 4 illustrated the uniquely 50% customers are satisfied with the clear voice and also with

the tone of phone converstation/communication by banking staff. But there is another 50%

dissatisfied the way staff approached due to the soft and unclear voices.

As researcher suggested the improvement and training must be provided for staffs to handling the

issues.

Frequency Percentage

Very Satisfied 0 Satisfied 15 50% Dissatisfied 15 50% Very Dissatisfied 0 No Experience 0 Total 30 100%

Figure 4.4- Clear voice of staff members

0

50%50%

00

Clear voice of staff members

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

No Experience

49

4.5 Ease to reach the staff you want to speak with-

Figure 5 is the illustration of phone banking of Citibank in order to reach the staff to whom

customers want to speak with. Near about 89% are able to satisfied and rest unable to satisfy to

speak the staff whom they want to speak. Dissatisfied customers are 11% to reach the specific

staff while being transferring the call to another department or to pick the call by staff.

According to the researchers each and every staff must need to take their own responsibility to

pick up the customers call even though its not belong to their workstation. This can be help to

relieved the customers dissatisfaction.

Figure4.5- Ease to reach the staff you want to speak with

11%

78%

11%

0 0

Ease to reach the staff you want to speak with

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

No Experience

Frequency Percentage Very Satisfied 3 11% Satisfied 22 78% Dissatisfied 3 11%

Very Dissatisfied 0 No Experience 0 Total 30 100%

50

4.6 How quickly respond your enquiry after understanding-

Figure 6 explains the well trained employees of Citibank with responded the respondants

questions. Total number of 83% respondants are satisfied with it and there are 17% of

respondants happily very satisfied with the quick response. Therefore, professionalism able to

provide an accurate and correct information about the banking information of Citibank.

Figure 4.6- How quickly respond your enquiry after understanding

17%

83%

0 0 0

How quickly respond your enquiry after understanding

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

No Experience

Frequency Percentage Very Satisfied 5 17%

Satisfied 25 83% Dissatisfied 0 Very Dissatisfied 0 No Experience 0 Total 30 100%

51

Q3- When did you last time phone us?

4.7 When did you last phone us?

Figure 7 displays the frequency of the respondants contacting the phone banking of Citibank.

Respondants near about 94% called up an enquiry, requesting for statement or documents,

tansactions are performed through phone and etc. It shown that Citibank phone bankin g receiving

calls from 28 respondants between last 3 months or last month. 6% calls contacted in last 6

months to Citibank phone banking.

According to researcher about 77% are majority to contacted Citibank last 3 months, this is the

online portal which has been implemented for coustomers to access all information with one click.

Figure 4.7 When did you last time phone us

17%

77%

6%

0

When did you last phone us

In the last month

In the last 3 months

In the last 6 months

More than 6 months ago

Frequency Percentage In the last month 5 17% In the last 3 months 23 77% In the last 6 months 2 6% More than 6 months ago 0

Total 30 100%

52

Q4- How much are you satisfied with;

4.8 The time taken to respond your letter by members of staff-

Figure 8 explains the time taken to reply the customers of their letters of enquiries, confirmation,

complaints, released, redemption and etc. There are total 25 very satisfied within the time frame

respond their letters that together with 5 are satisfied with it.

Figure 4.8 -The time taken to respond your letter by members of staff

83%

17%

0 00

The time taken to respond your letter by members of staff

Very Satisfied

Satisfied

Dissatisfied

Very dissatisfied

No experience

Frequency Percentage Very Satisfied 25 83% Satisfied 5 17% Dissatisfied 0 Very dissatisfied 0

No experience 0 Total 30 100%

53

4.9 How easy to read and understand our letters-

Figure 9 is the illustration of how simple and understandable Citibank letters which is issued to

their customers. Majority of the customers are greed its an effective which is easy to read and

understand the message to their customers.

Figure 4.9- How easy to read and understand our letters

17%

83%

00

0

How easy to read and understand our letters

Very Satisfied

Satisfied

Dissatisfied

Very dissatisfied

No experience

Frequency Percentage Very Satisfied 5 17% Satisfied 25 83% Dissatisfied 0 Very dissatisfied 0 No experience 0 Total 30 100%

54

4.10 How clearly answer our reply letters to your enquiry –

Figure 10 explains there are 90% of respondants are very satisfied with the Citibank replied their

enquires and accurately answered to get rid of the doubts of customers. So, its clearly stated the

effective as well trained staff with good communication skills are applied.

90%

10%

0 0

How clearly answer our reply letters to your enquiry

Very Satisfied

Satisfied

Dissatisfied

Very dissatisfied

Frequency Percentage Very Satisfied 27 90% Satisfied 3 10% Dissatisfied 0 Very dissatisfied 0

No experience 0 Total 30 100%

55

Figure 4.10-How clearly answers our reply letters to your enquiry

4.11 Q5- In the past six months, do you have experienced of the following issues?

Figure 11 illustrate the mistakes occurred while verification of banking data and as well human

errors on few certain processed. With 20% of errors recived in an account. It can be classified as

at critical stages during it implicating the personal financial.

About 34% of respondantsalso agreed for the mistakes which is done by bank staff due to

wrongly inputed the names and addresses into system. It cause undelivered of letters possibility

none-receipt returned or statement that issued by bank unable to deliver.

One of the most challenging part in bank is the charges of disagreement with 33% of respondants,

in banking all calculation have been done by preset of programming, it mostly happened in the

bank intrest rate calculation, loan redemption and etc., variable of this calculation somestimes will

be charging customers of the bank more than it should going be, but the extra amount or an excess

will be refundable.

Somemore, 13% referring with staff who is unhelpful may create situation in the bank. Citibank

staff needs to couselling and rectifying the roots causing the customers unsatisfied. In financial

institution customers friendly is the main key towards success.

Researchers suggested there are many process which needs to improve at new enhancement to

overhaul current low percentages issued. The brainstorm session or a team of quality task force

team needs to set up resolved this issued without any delaying.

Frequency Valid Percentage

Mistake on your account 6 20% Instruction not carried out 0

Misspell your name or address on the letters 10 34%

Mistake with a standing order or direct debit 0

Disagreement about charges 10 33% Unhelpful staff 4 13%

Other causes to complain (Please give reason below) 0

Total 30 100%

56

Figure 4.11- In the past six months, do you have experienced of the following issues?

6

0

10

0

10

4

0

0 2 4 6 8 10 12

Mistake on your account

Instruction not carried out

Misspell your name or address on theletters

Mistake with a standing order ordirect debit

Disagreement about charges

Unhelpful staff

Other causes to complain (Please givereason below)

In the past six months, do you have experienced of the following issues?

In the past six months, do you haveexperienced of the following issues?

57

Q6- If you have complained, please share with us how satisfied you were with;

4.12 The way your complaint was handle by Citibank staff-

Figure 12 explains the 87% are very satisfied and 13% satisfied which means Citibank treats

complaint seriously. It having the system that in placed to tracked and monitored all incoming

complaints and atlast revert back to customer withing “turn around time” (TAT) within 3 days.

Failed to do so, then it will generate a copy or redirect the complaints towards the head of

department for further actions. Researchers concluded there must be room for imp rovement.

Figure 4.12-The way your complaint was handle by Citibank staff

87%

13%

The way your complaint was handle by Citibank staff

Very Satisfied

Satisfied

Dissatisfied

Very dissatisfied

No experience

Frequency Percentage

Very Satisfied 26 87%

Satisfied 4 13%

Dissatisfied 0

Very dissatisfied 0

No experience 0

Total 30 100%

58

4.13 The person who going to be sorted out your complaint-

Figure 13 displays the incoming complaints that received from most of the channel anf yet sorted

it to the following department to handling of the individual complaints. Near about 90% of

respondents are satisfied with it, but there is also 10% of respondants are dissatisfied with the

current sorted stratergy, which could be re-routing the complaints processed have some setbacks,

if there is delaing in order to respond the complaints and also unsolved issued or complaints will

triggering the bank’s image.

Figure 4.13 - The person who going to be sorted out your complaint

90%

10%0%

The person who going to be sorted out your complaint

Very Satisfied

Satisfied

Dissatisfied

Very dissatisfied

No experience

Frequency Percentage Very Satisfied 0 90% Satisfied 27 10% Dissatisfied 3 Very dissatisfied 0

No experience 0 Total 30 100%

59

4.14 To follow up the contact received by you-

Figure 14 explains total 83% respondents are satisfied with the staffs of Citibank for keep follow

up calls from customers. For an example a complaint is created, status of the case may remain

open untill staff follow up calls or messages updated on time as into system for tracking. If in case

its required more time to be solved then a courtesy call must informed the customer about the

status.

Researcher concluded that the services of recovery includes all activities and efforts to be

employed by a service organization to amend, rectify and to restore the loss experienced by the

customer following service failure (Boshoff and Allen,2000), (Gronroos, 1988). (Edvardsson,

1998) argues that quality service shortcomings are in most of the cases recurrent. So, to recover

service suggested that among other things , firms needs to focus on use of information coming

from the customers in terms of complaints. (Goitom Tesform 2011).

Frequency Percentage

Very Satisfied 5 17%

Satisfied 25 83%

Dissatisfied 0

Very dissatisfied 0

No experience 0

Total 30 100%

60

Figure 4.14- To follow up the contact received by you

17%

83%

000

To follow up the contact received by you

Very Satisfied

Satisfied

Dissatisfied

Very dissatisfied

No experience

61

STAFF

Q7 – How much satisfied are you that we have knowledgeable staff:

4.15 – Knowledgeable about the services that we offer

Figure 15 explains the respondents that rated 97% very satisfied with the information services

provided by Citibank staffs about their banking products which included: credit card, housing

loan, mutual fund, and deposit etc. This is the most critical part for the staff of banking is to know

about the services and product knowledge and also its operation.

The researcher find out is that training and product knowledge is a must for all banking industry

employees.

Figure 4.15 – Knowledge about the services that we offer

97%

3%0

Knowledgeable about the services that we offer

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

No Experience

Frequency Valid Percentage Very Satisfied 29 97%

Satisfied 1 3% Dissatisfied 0

Very Dissatisfied 0 No Experience 0

TOTAL 30 100%

62

4.16 – Able to give good advice to customers-

Figure 16 illustrates the services in which employees of Citibank given the advices to respondents

for choosing of right product and to make use of Citibank facility provided. There are 93%

respondents are very satisfied with the current advices that is given by the staffs of Citibank.

Frequency Valid Percentage Very Satisfied 28 93%

Satisfied 2 7% Dissatisfied 0

Very Dissatisfied 0 No Experience 0

TOTAL 30 100%

Figure 4.16 – Able to give good advice to customers

93%

7%000

Able to give good advice to customers

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

No Experience

63

4.17 – Able to give 100% of attention to their customers-

The pie chart figure 17 is to illustrate the consistency of staff’s attention to customer during the

conversation taking place via online or through on the phone. This shows that 87% of the

customers are being satisfied with an attention while dealing with customers on the line.

Figure 4.17 – Able to give 100% of attention to their customers

13%

87%

00 0

Able to give 100% of attention to their customers

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

No Experience

Frequency Valid Percentage Very Satisfied 4 13%

Satisfied 26 87% Dissatisfied 0

Very Dissatisfied 0 No Experience 0

TOTAL 30 100%

64

4.18 – Pleased to be assisting you on line-

The pie chart figure 18 explains the staff is ready to serve and customers are always come first.

The Citibank vision is to meet the criteria of customer services satisfaction in always the priority.

Even though there are so many setbacks, but the customer oriented and customer friendly is the

requirement that must be achieved.

Figure 4-18 – Pleased to be assisting you on line

17%

83%

0 0 0

Pleased to be assisting you on line

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

No Experience

Frequency Valid Percentage Very Satisfied 5 17%

Satisfied 25 83% Dissatisfied 0

Very Dissatisfied 0

No Experience 0 TOTAL 30 100%

65

4.19 – Smart and professional strategy-

Figure 19 explains the professionalism and smart banking strategy which implementation

through the branches of Citibank. It can be defined to play a vital role in banking with all

employees that have the professionalism and able to win customers or convincing them on invest

in certain products of Citibank currently offered.

Frequency Valid Percentage Very Satisfied 3 10%

Satisfied 27 90% Dissatisfied 0

Very Dissatisfied 0 No Experience 0

TOTAL 30 100%

Figure 4-19 – Smart and professional strategy

10%

90%

0 00

Smart and professional strategy

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

No Experience

66

About the branches of Citibank-

Q8 – How satisfied are you with the way Citibank branches?

4.20 – The level of privacy that we offer in the branch

Figure 20 illustrates the level of privacy and confidentiality of Citibank towards customer

information. Total number of 25 respondents with percentage of 83% agreed and satisfied with

way Citibank handle customer information. A minitority of 10% that are dissatisfied and 7% are

very dissatisfied with the customers data have been released to third parties.

The researcher concludes the privacy is the primary concerned of the customer and it needs to be

highlight and inform the employees to the certain extend where no customer data will be released

without customer consent.

Figure 4.20 – The level of privacy that we offer in the branch

0

25

3 20

0

5

10

15

20

25

30

Very Satisfied Satisfied Dissatisfied Very Dissatisfied No Experience

The level of privacy that we offer in the branch

Frequency Valid Percentage Very Satisfied 0

Satisfied 25 83% Dissatisfied 3 10%

Very Dissatisfied 2 7%

No Experience 0 TOTAL 30 100%

67

4.21 – The Cleanliness of the Citibank branches -

Figure 21 highlighted on cleanliness of the Citibank branches that operate in clean and tidy

environment. Near about 87% of respondents respond their satisfaction with the cleanliness of

Citibank maintain it banking hall and customer friendly smart banking counter area. There are

total 13% are respondents who dissatisfied with the high possibly of the print out generated by

ATM withdrawal machine leftover. It has been a number of complaints but its required to be

consistently clean up on time-to-time basis.

Frequency Valid Percentage Very Satisfied 0

Satisfied 26 87% Dissatisfied 4 13%

Very Dissatisfied 0 No Experience 0

TOTAL 30 100%

Figure 4.21 – The cleanliness of the Citibank branch

0

26

4

0 00

5

10

15

20

25

30

Very Satisfied Satisfied Dissatisfied Very Dissatisfied No Experience

The cleanliness of the Citibank branch

68

4.22 – How your enquiries are passed through between staff

Figure 22 highlighted on respondents about 90% of satisfied with the current Citibank staffs

passed the customer enquiries to other department for an instruction or action that needs to be

taken as per the request of customers.

There are 3% dissatisfied with the enquiries that never reached the following staff. It could be a

breakdown of communication in certain department staffs.

Frequency Valid Percentage

Very Satisfied 2 7% Satisfied 27 90%

Dissatisfied 1 3% Very Dissatisfied 0

No Experience 0 TOTAL 30 100%

Figure 4.22 – How your enquiries are passed through between staff

2

27

1 0 00

5

10

15

20

25

30

Very Satisfied Satisfied Dissatisfied VeryDissatisfied

No Experience

How your enquiries are passed through between staff

69

4.23 – How often are you had to be in queue? -

The column figure 23 explains the respondents near about 67% and 33% are very satisfied and

satisfied with the waiting time at the counter transactions with fast and efficiency of that able to

served customer without customers wasting their precious time while during line up at the

banking hall.

Frequency Valid Percentage Very Satisfied 10 33%

Satisfied 20 67% Dissatisfied 0

Very Dissatisfied 0 No Experience 0

TOTAL 30 100%

Figures 4.23 – How often are you had to be in queue?

10

20

0 0 00

5

10

15

20

25

Very Satisfied Satisfied Dissatisfied Very Dissatisfied No Experience

How often are you had to be in queue?

70

4.24 – How long you have been to queue-

The column chart figure 24 illustrates the respondents are satisfied with the way they have to be

queuing up for the time of transaction. It has been a signed of success which has been meeting the

customer requirement for the fast and well-trained counters staff to processing of the customer

transactions.

Frequency Valid Percentage Very Satisfied 5 17%

Satisfied 25 83% Dissatisfied 0

Very Dissatisfied 0 No Experience 0

TOTAL 30 100%

Figure 4.24 – How long you have been to queue

5

25

0 0 00

5

10

15

20

25

30

Very Satisfied Satisfied Dissatisfied Very Dissatisfied No Experience

How long you have been to queue

71

4.25 – Our effort to reduce the time of queuing

The column chart figure 25 displays about 93% of overall improvement to reducing the time of

queuing. It has been challenged for Citibank staffs to perform the numbers of transaction in a

short time of period. Each staff having the responsibility to served their customers with their best.

A monthly top performer will be awarded to the following staffs. This is to motivate the staffs to

be performed the services for the extra miles.

Frequency Valid Percentage

Very Satisfied 2 7% Satisfied 28 93%

Dissatisfied 0 Very Dissatisfied 0

No Experience 0 TOTAL 30 100%

Figure 4.25 – Our efforts to reduce the time of queuing

2

28

0 0 00

5

10

15

20

25

30

Very Satisfied Satisfied Dissatisfied Very Dissatisfied No Experience

Our efforts to reduce the time of queuing

72

4.26 – How quickly our cashiers carry out customer’s instruction

The column chart figure 26 is a benchmark is to performing of a transaction with fully

understanding the customer requirements. It can be simple transaction, but the proper procedure

is must be followed and in the same time, without taking more time of customers.

Frequency Valid Percentage Very Satisfied 1 4%

Satisfied 28 93% Dissatisfied 1 3%

Very Dissatisfied 0 No Experience 0

TOTAL 30 100%

Figure 4.26 – How quickly our cashiers carry out customer’s instructions

1

28

10 0

0

5

10

15

20

25

30

Very Satisfied Satisfied Dissatisfied Very Dissatisfied No Experience

How quickly our cashiers carry out customers instructions

73

Q 9 How much are you satisfied with the cash machines in our branches?

4.27 – To being open-

Figure 27 pie chart, illustrates the operation hours of Citibank to being as opened on time basis. It

is an essential by the central bank of Malaysia; the operation hours for bank cash machines must

be opened on time and 83% as well 17% of respondents are being very satisfied with the

operation hours of Citibank.

Frequency Percentage

Very Satisfied 25 83% Satisfied 5 17%

Dissatisfied 0

Very Dissatisfied 0 No Experience 0

TOTAL 30 100%

Figure 4.27 – To being open

To being open

Very Satisfied

Satisfied

Dissastified

Very Dissatisfied

No Experience

17%

83%

0%

74

4.28 – To being clean and tidy-

Figure 28 explains the operating location of cash machines with 20% and 33% of respondents are

satisfied with the clean and tidy areas. But also 27% and 20% of the respondents are dissatisfied

and very dissatisfied with the area of cash machines operation.

The researcher concludes that a need of improvement in the area of operation, it mainly are

printouts of the receipts that being thrown away by certain parties. The consistently cleaning and

maintenance are needed to tackle of the dissatisfied areas.

Frequency Percentage Very Satisfied 6 20%

Satisfied 10 33%

Dissatisfied 8 27% Very

Dissatisfied 6 20%

No Experience 0 TOTAL 30 100%

Figure 4.28 – To being clean and tidy

To being clean and tidy

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

No Experience

20%

20% 0%

33%

27%

75

4.29 – Providing of the readable printouts-

Figure 29 displays the Citibank cash machines that provided the printout copied for the

customers. The satisfaction rated 50% and 27% respondents are very satisfied and satisfied with

the copies which is given to customers for their record purposed. About 23% of respondents are

rated dissatisfied with the copied receipt given are not visible or unreadable.

The researcher has made conclusion that by routine checking on the cash machines with the

printout of receipt are printing with an acceptable quality.

Frequency Percentage Very Satisfied 8 27%

Satisfied 15 50%

Dissatisfied 7 23% Very Dissatisfied 0

No Experience 0 TOTAL 30 100%

Figure 4.29 – Providing of the readable printout

Poviding of the readable printouts

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

No Experience

23% 27%

0%

50%

76

General

4.30 – Q 10 – When were you last in the branch of Citibank-

The bar chart figure 30 illustrates the frequency of the customers walk in to the branch of

Citibank. With 90% of respondents are visited in the branch of Citibank since last 3 months and

last month. 10% of the respondents are visited last 6 month. Mainly, the online or internet

banking are saving the time of customers which can execute the transaction online via the portal,

performing fund transfer, credit card or repayment of loan. It can be accessed in 24 per day, 7

days a week, mostly anywhere in Malaysia with the access of Internet.

Frequency Percentage In the last month 20 67% In the last 3 month 7 23% In the last 6 month 3 10% More than 6 month ago 0

TOTAL 30 100%

Figure 4.30 – When were you last in the branch of Citibank

In the last month

In the last 3 month

In the last 6 month

More than 6 month ago

Series 1 20 7 3 0

20

7

3

0

0 5 10 15 20 25

In the last month

In the last 3 month

In the last 6 month

More than 6 month ago

When were you last in the branch of Citibank

77

Q 11 – How likely are you to?

4.31-Recommend this bank through your friend or relative

Figure 31 explains the majority of 27% and 67% respondents are willing to refer Citibank or

recommend to their friends and relatives in regards to production or financing of Citibank

banking. It has been signed of Citibank are gaining the popularity in the local market and 6%

respondents are unlikely to recommend the bank as due to few dispute or misunderstanding in

between the bank and customers as well.

Frequency Percentage

Very Likely 8 27% Likely 20 67%

Unlikely 2 6% Very Unlikely 0

TOTAL 30 100%

Figure 4.31 – Recommend this bank through your friend or relative

Recommend this bank through your friend or relative

Very Likely

Likely

Unlikely

Very Unlikely

67

%

27% 6%

0%

78

4.32 – Remain a customer of this bank-

Figure 32 illustrates that 97% of respondents will be still remain as customer in Citibank. The

main reasoned is to still remain in the bank are the customers happiness and satisfaction with the

services provided, fast and efficiently are the bank as always promised.

Frequency Percentage Very Likely 1 4%

Likely 28 93% Unlikely 1 3%

Very Unlikely 0

TOTAL 30 100%

Figure 4.32 – Remain a customer of this bank

Remain a customer of this bank

Very Likely

Likely

Unlikely

Very Unlikely

93%

3% 4%

0%

79

4.33 – To buy another products or services from this bank-

The pie chart figure 33 explains the respondents are willing to financing or taking up others loan

product that actually currently offered by Citibank. About 83% and 10% are likely respondents

responded they all are likely to take up another product or service from the Citibank. With the 7%

of respondents will not going participate in product and service of Citibank.

The researcher concluded that in an order to regain the 7% of respondents, so that to provide

them more details of the products or services and given some better rates that are currently

offered in the market.

Frequency Percentage Very Likely 3 10%

Likely 25 83% Unlikely 2 7%

Very Unlikely 0

TOTAL 30 100%

Figure 4.33 – To buy another product or service from this bank

To buy another product or service from this bank

Very Likely

Likely

Unlikely

Very Unlikely83%

10% 7%

0%

80

4.34 – Q 12 – Have you actually recommend by bank X to a friend or any relative ?

Figure 34 explains the respondents did not recommend others bank to their friends or relatives.

The respondents of 77% did not going to recommend others Bank X instead of the respondents

Citibank. With 23% of respondents did recommended other banks to their relative s and friends

that it because of the other local banks have the privileges to opened more other branches than

the Citibank.

Frequency Valid Percentage

Yes 7 23% No 23 77% TOTAL 30 100%

Figure 4.34 – Have you actually recommended Bank X to a friend or any relative

0 5 10 15 20 25

Yes

No

7

23

Have You Actually Recommended Bank X to a friend or any relative?

Yes No

Series 1 7 23

81

4.35 – Q 13 Overall, how satisfied are customers with the service receive ?

The bar chart figure 35 explains the overall satisfaction of customer services offered by Citibank. The high indication is very satisfied and satisfied with the total number of respondents are 28 out of 30 as rated. There are 7% of respondents are dissatisfied with the services of Citibank offers to customers.

The researcher concludes that the actions needed to be taken to look into the issue of customer’s

dissatisfaction with the Citibank.

Frequency Percentage Very Satisfied 3 10%

Satisfied 25 83% Dissatisfied 2 7%

Very Dissatisfied 0 TOTAL 30 100%

Figures 4.35 - Overall, how satisfied are customers with the service receive

0 5 10 15 20 25

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

3

25

2

0

Overall, how satisfied are customers with the service receive?

Very Satisfied Satisfied Dissatisfied Very Dissatisfied

Series 1 3 25 2 0

82

4.36 – Q 14 – Over the last past year, has our service-

The line graph showed the overall performance in the bank, which included services, products,

security, managing accounts, staff performance and etc., Citibank have 67% of respondents rated

that they got better with the services. And 27% of respondents saying the Citibank stayed the

same as in Citibank and 2 respondents’ feedback saying that services got become worse.

The researcher concluded even with the 2 respondents rated got worse, there must be a certain

aspect that got wrong, it needs to look into the whole process in order to rectified mistakes and to

make it more customer satisfactory in the near coming future.

Frequency Percentage

Got Better 20 67% Stayed the same 8 27%

Got worse 2 6% TOTAL 30 100%

Figure 4.36 – Over the last past year, has our service

20

8

2

0

5

10

15

20

25

Got Better Stayed the same Got worse

Over the last past year, has our service

Got Better Stayed the same Got worse

Series 1 20 8 2

83

4.37 – What’s the one aspect of service could branch you visit most often improve-

Which majority feedbacks on the Citibank limited branches in the areas and the major

improvement are the main branches of Citibank received the most of positive feedbacks. The

newly smart banking branch was launched in recent, yet it has the high-techiest interaction that

includes computer full screen display of the products you can choose from.

The researcher concluded the branch limitations of Citibank weakness and it unable to reach out

of to local province or city due to government restriction on the location. But it has been proven

Citibank branches are one have the most unique and customer oriental banks.

4.38 – Chapter Summary-

Questionnaire for this survey was distributed and return being analyze and presented with

summary in which majority of the respondents are satisfied with the continuously improvement

to strive and served the customers better by Citibank.

It also acknowledges that there are room to improvement in certain aspect is to handling of

enquiries, handling complaints, branch services (i.e.: cash machines section) etc. This is on going

and has been acknowledged to be more improvement of the opportunities with data’s made

available and forms to be completed.

In the next chapter, we would make conclusion and recommendations for the area of

improvement in regards to each kind research questions.

84

Chapter 5

Conclusion and Recommendations

85

CHAPTER 5

Recommendations and Conclusions of the research study-

After the research on customer satisfaction on smart banking, theoretical framework and

methodology has been obtained as well as gathering of data has been gathered and data analysis

which has been presented. This final chapter will be going to represent proposal and

recommendations for way to forward in order for this to go ahead in future for better

improvement going forward it should be interesting to look at implication for any future research

and then to finally make a conclusion of this research study on smart banking of Citibank.

5.1 –Summary of research findings-

The findings of this research study are basically indicators of satisfaction or dissatisfaction that

coming from the respondents who are the customers of Citibank. All of this measurement or

pointers signify a weakness or strength. Wherever there is weakness, Citibank will have to be

understood and identify the implications so that a serious action can be taken to address them.

Although the customers are of the opinion that these are criteria of Citibank had performed well

and yet it may not be the criteria in which the customers are consider as the most important. So

taking an idea from Reichheld.f (1996) “do what they do best to satisfy the customer, leading to

customer, leading to customer retention and repeat patronage”. Doing the best is not as much

enough and it must have to be doing to satisfy the customers. Ther e is no point of meaning to

deliver your performance excellence where the customer is not expecting performance.

5.2 – Recommendations of study-

Always remember while dealing with any customers in the bank that this is an excellent

opportunity to deliver and provide to that person of a sense of personal satisfaction. Always

remember that any successful business from local supermarket stores to corporate companies it’s

all generally strived to satisfy and deliver best, what actually customer wants. The secret to

achieve and manage all this is to complete understanding and also to put into practice number of

tried and true customer services techniques.

In this section following are as the key of basic customer service techniques that actually provided

to assist you to deliver exceptional customer service and also to assist in making your customers

feel quality, valued and happy to deal with you and your business every time.

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5.2.1 Technology of smart banking -

In today’s business era technology is one of the biggest opportunities not only to improve

customer satisfaction but also to improve banking businesses world even in almost any industry.

Utilization of today’s latest technology can able to improve the processes of services by given and

an enable customers to interact with the products of banking and enquiries by using the current

facility that is provided in the Citibank.

5.2.2 Engaging of staff with customer-

Key Principles in providing of the good customer relationship is to build a rapport and also trust

with your customer. This can be done in various modes and yet so far as it is one of the best

techniques successfully in practice, today by engaging of the customer in friendly conversation by

introducing of yourself by name and where appropriate asking theirs. This indicates to the

customer that you are interested in them and what they actually want. Asking about relevant

questions and be genuinely interested in what the customer has to say by listening them and

possibly making of an eye contact if you can. By showing them genuine and being friendly, the

customer is more likely to respond in a positive manner and develop confidence with you.

5.2.3 Identified what actually customer wants-

A customer will generally knows about what really they want, but some customers may be

confused and others may be lack of knowledge of the current products in the market. Your

primary role is to assist the customers by guiding them in right direction to get what they really

want. The best technique is to politely converse with the customer and when the stages ice has

broken the customer will felt relaxed and comfort to ask about their relevant questions. A satisfie d

customer will always remember the friendly helpful service that you have provided and in future

will keep coming back and recommend you or your business to other people.

5.2.4 Client 1st -

By fully understanding of our client we needs to help them to manage their financial lives

successfully, the products and services that our client values, ensuring and simplicity and take

personal ownership and also responsive to their requests at all times.

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Client promise values are as follow:

Commitment to our business clients

A. Building of relationship is based on trust integrity-

We will earn our client’s trust by fully understanding of their needs and also to deliver

appropriate solutions in order to help them be successful. We will be transparent in all these

dealings and safeguard of their privacy at all times.

B. Demonstrate genuine care -

Each of our clients are unique and we will be caring and empathetic as per of their needs and

invest, our personal time is to give proper guidance to them through solutions and options that

are clear, complete and also easy to follow.

C. Anticipated Clients Needs -

We will exceed client expectations by delivering of our best services and products that go beyond

their initial request.

D. Exercise Empowerment-

In order to deliver an exceptional service of our clients, we will use good judgment in all situations

and take initiative to address immediately and resolve client needs.

E. Drive Innovation-

We will deliver speed and simplicity, so that our client offering and actively contribute their fresh

and bold ideas which will create a unique client experiences and a competitive advantage.

F. Never lose a client-

We will take personal ownership to act an immediately to resolve client issues and problem to

their satisfaction.

G. Be an ambassador-

We will take pride to being as a bank employee by speaking positively about our company and our

products and services in and outside of the workplace as well as to contribute the needs of our

community.

5.3 – Conclusions of the research-

The entire aspect of the customer satisfaction on smart banking in Citibank is on-going basis and a

bit challenging task. This is all because of the entire scenario of the satisfaction, which is quite

dynamic, and hence changing continuously. The various kind of challenged faced by Citibank

branches in order of customer satisfaction current scenario are given below:

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5.3.1 Customers-

The preferences as well expectation of customers are changing very fast and it requires constantly

updating and understanding, quicker response of banking to exceed the changing of customer

expectations. What earlier used to be delighters are now the services expected by the customers

of the Citibank.

Customer expectations are changing because of the increased globalization and in creased of an

exposure to other bank services that have a rub-off effect on the expectations of customer. It

becomes increasingly important for a banking industry is to also adopt such practices in order to

extend customer satisfaction and to gain the loyalty of customers.

5.3.2 Competitors-

In the market, competitors of Citibank are also catching up fast. The competitors are using their

competitive advantages of the network that was using government offered unlimited licenses to

set up any branches across all over Malaysia at any location. The impact are causing Citibank

losing a quantity of customer profile that some customers are prefer to use easy access of the

branches for payment in which Citibank still lack of. With the new implementation and now

customers have an option to make payment via online or doing simple transaction in online

banking, thus, it enable customers to have more choices by deciding that particular banks that

customers intended to sign up for better offers for the products and loan e tc.

5.3.3 Organization-

The effort and resources are required in improving of customer satisfaction. Even though Citibank

still have not reached such high levels of customer satisfaction, the effort are required at an each

step to increasing for the same amount of improvement that forces organization to rethink about

their stand on customer orientation. Moreover, due to high customer satisfaction it is difficult to

directly correlate and quantify the business growth. It becomes convince to focus on customer

satisfaction and quite difficult for the banking to respond or not to respond to the ever -changing

customer expectations. If a banking center is not going to be responsive or too slow to respond

their customer needs then it will not be able to adapt the fast changing of environment.

Eventually, it will lag behind in the customer’s loyalty and hence out of the business.

The organization must have to continue their system of measuring the value of its services to

customers by enhancing & monitoring of the following:

89

At least one reliable and validated system of measuring customers’ feedback needs to be used in

this organization.

Collected data are analyzed and distributed to the department of marketing and customer quality.

Specific improvements in customer service were made over the last past years as a direct result of

the system for measuring customer satisfaction.

Customers are encouraged to provide their specific feedback regarding their perceptions of

satisfaction about the courtesy.

5.4 – Implication for future research study-

According to Helmeke, Todd M. 1993, customer satisfaction and profit chain concept as described

in Literature review (Figure 2.3) it can be educate their staffs to understand the importance of

total service model and have the employees’ performance and incentive plan that are tied to

customer satisfaction.

Satisfaction gap analysis as discussed in (2.11 – Satisfaction Gap) that should be regular exercise

in the conjunction with customer satisfaction surveys, the analysis will gre atly assist to senior

management in deciding of the specific areas to improve basing on the criteria of product which

have satisfaction gaps to be addressed.

5.5 –Further Additional Research-

There are several kinds of ways in dealing with unpleasant and stubborn fact of possibly getting

false responses in a typical research survey. First, try to apply all guidelines is to given for writing

questions and for organizing a questionnaire according to the areas that required in the research

study. This will then assist in obtaining of more an accurate response to the survey that will

assists in the population and more an accurate interpretation of the data’s for analysis of the area

of study.

Secondly, do make an effort to become thoroughly familiar with the gro up that you are studying

and use of knowledge about the norms and values of this group in drafting and preparing of the

questionnaire. This will assist in the analysis and investigation of the survey results if they are

reflecting that of the opinions of the group in questions.

Lastly, duration of the survey would also be another important consideration such as provide an

ample time for feedback to return of the survey or sometimes it would be more accurate to have a

90

first look of an impression. Without providing too much time for consideration for answer to be

revisited that would be a more sincere feedback without a hesitations.

There can also be contracted external independent third party consultant to assist in performing

of this survey due to the confidentiality of this survey. In an order to respondents are would be

more comfortable to respond to the survey, administrative, analysis, population and presentation

of the survey results.

5.6 – Final Conclusion of research-

Citibank banking has moved into an exciting new era of business market and thus have set-up

Smart Banking that is seen as a force to be reckon with in the industry of banking. With this also

comes the challenge of assembling a team that would be able to bring the bank up to the mark in

the market. At the same time, comes with it people challenge that needs to be an address

immediately in order to ensure the success of the center.

We have been seen from the perspectives of customer satisfaction; there would be several areas

that need to be addressed. From all data gathering and analysis, we have seen the areas which are

proposed includes the customers satisfaction measurement, customer loyalty, satisfactions gaps,

customer satisfactions profit chain, CSM, client 1st etc. all of these items are definitely crucial for

the learning and development of the staffs so that they could be stay focus and at the same time be

able to catch up with today’s market demand.

Customers today are expecting a positive service experience, which must be fast, frien dly and

prompt every time. If and of criteria does not meet the customer expectation, customers will not

hesitated to look after for competitors. It is no longer adequate for business or services to just

deliver what it has been always been doing for the past. There is need of continuously identify

potential gaps in the services and be disciplines in making continuous improvement, in order to

make deliver of truly excellent services to our customer and build the lasting customers loyalty.

91

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BIBLIOGRAPHY

1. http://www.citibank.com.my/

2. http://www.citibank.com/transactionservices/home/

3. http://www.citigroup.com/citi/press/2010/100413a.htm

4. http://www.independent.co.uk/life-style/house-and-home/bank-testdrives-smartbanking-branches-

in-japan-1943509.html

5. http://www.citigroup.jp/english/service/index.html

6. http://www.citibank.co.jp/en/smart/index.html

7. http://www.citibank.com.sg/global docs/prod/pr/2009Press/22Nov2010.pdf

8. http://www.jstor.org/pss/2491304

9. http://www.sciencedirect.com/science/article/pii/0022435993900032

10. http://managementhelp.org/customers/service.htm

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Appendix A- CITIBANK CHAIRMAN’S STATEMENT

Chairman’s Statement-

Source:http://www.citibank.com.my/english/docs/pdf/citibank -financial-statement/2012CitiAnnualReport.pdf

(Accessed on 1 Dec 2013)

99

Appendix B- CITIBANK SMART BANKING: IT’S ALL IN THE EXPERIENCE

Source: http://www.citibank.com.my/smartbanking/experience.html (Accessed on 1 Dec 2013)

100

Appendix C- CITIBANK SMART BANKING: LEVEL 1 BANKING HALL

Source: http://www.citibank.com.my/smartbanking/touchpoints.html (Accessed on 1 Dec 2013)

101

Appendix D- CITIBANK SMART BANKING: KIOSK

Source: http://www.citibank.com.my/smartbanking/kiosks.html (Accessed on 1 Dec 2013)

102

Appendix E -CITIBANK SMART BANKING: A CLOSER LOOK AT HOW SMART BANKING WORKS FOR YOU

Source: http://www.citibank.com.my/smartbanking/video.html (Accessed on 2 Dec 2013)

103

Appendix F- CITIBANK MALAYSIA BRANCHES

Source: http://www.citibank.com.my/english/citi-branches/citi-11-branches.htm (Accessed on 2

Dec 2013)

104

Appendix G- CITIBANK MALAYSIA BRANCHES

Source: http://www.citibank.com.my/english/citi-branches/citi-11-branches.htm (Accessed on 2

Dec 2013)

105

Appendix H- CITIBANK MALAYSIA BRANCHES

Source: http://www.citibank.com.my/english/citi-branches/citi-11-branches.htm(Accessed on 2 Dec

2013)

106

Appendix I- Rewards

Source: http://www.citibank.com.my/smartbanking/rewards.html (Accessed on 2 Dec 2013)

107

Customer Satisfaction Survey

Introduction: I am currently conducting a survey of customer satisfaction among the customer as

partial fulfillment needed for the Master of Business Administration for University of University of

Wales, Newport, I would be very thankful if you could answer of some questions. Please be make

assured that your view will be going to kept confidential.

Please tick a check box on each line to show how you feel about the different areas of our banking

service.

Managing your account

Q1. How much satisfied are you with the way we?

Very

Satisfied Satisfied Dissatisfied

Very

Dissatisfied

No

Experience Handle your account efficiently, without

mistakes?

Apologize for any mistakes?

Explain charges clearly?

Handling enquiries

Q2. How much are you satisfied with the way of handling enquires?

Very

Satisfied Satisfied Dissatisfied

Very

Dissatisfied

No

Experience

The time taken by members of staff to answer the telephone?

The way in which staff members answer your call?

The clearness of the staff member's voice?

The ease of reaching the person you need to

speak with?

How quickly your enquiry was understood and responded to?

108

Q3. When did you last time phone us?

In the last month

In the last 3

months

In the last 6

months

More than 6 months ago

Q4. How much are you satisfied with?

Very

Satisfied Satisfied Dissatisfied

Very

Dissatisfied

No

Experience The time taken by us to respond to your

letters?

How easy our letters are to understand?

How clearly our letters answer your enquiry?

Q5. In the past six months, do you have experienced of the following issues?

Happened

Complained

about

A mistake on your account

Instruction not carried out

Your name or address misspelt on letters

A mistake with a standing order or direct

debit

A disagreement about charges

Unhelpful staff

Other reason to complain (Please give reason below):

Q6. If you have complained, please share with us how satisfied you were with?

Very Satisfied

Satisfied Dissatisfied Very

Dissatisfied No

Experience

The way your complaint was handled

The person who sorted out your complaint

The time taken to sort out your complaint

The follow-up contact you received

Please answer the following questions about the branch you visit most often.

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Staff

Q7. How much satisfied are you that we have knowledgeable staff?

Very Satisfied

Satisfied Dissatisfied Very

Dissatisfied No

Experience

Knowledgeable about the services we offer?

Able to give good advice?

Able to give you 100% of their attention?

Pleased to be assisting you?

Smart and professional?

About the branch

Q8. H How satisfied are you with the way Citibank branches?

Very

Satisfied Satisfied Dissatisfied

Very

Dissatisfied

No

Experience

The level of privacy we offer in the branch?

The cleanliness of the branch?

How your enquiries are passed between staff?

How often you have to queue?

How long you have to queue?

Our efforts to reduce queuing time?

How quickly our cashiers carry out your instructions?

Q9. How much are you satisfied with the cash machines in our branches?

Very Satisfied

Satisfied Dissatisfied Very

Dissatisfied No

Experience

Being open?

Being clean and tidy?

Providing readable printouts?

110

General

Q10. When were you last in the branch of Citibank?

In the last month

In the last 3 months

In the last 6 months

More than 6 months ago

Q11. How likely are you to?

Very likely

Likely Unlikely Very

Unlikely

Recommend this bank to a friend or relatives?

Remain a customer of this bank?

Buy another product or service from this bank?

Q12. Have you actually recommend Bank X to a friend or relative?

Yes

No

Q13. Overall, how satisfied are customers with the service receive?

Very Satisfied

Satisfied

Dissatisfied

Very Dissatisfied

Q14. Over the last past year, has our service?

Got Better

Stayed the Same

Got Worse

Q15. What one aspect of service could the branch that you visit most often improve?

Thank you for taking the time to fill in this survey