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You searched Library Catalogue - Title: study of employee turnover in bankruptcy companies/ Ko Siew Leng
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Call Number (WOU)
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SP CEMBA 2017 10
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Author
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Choong, Yong Choo
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Title
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Service attributes influencing customer choice of bank in Penang. / Choong Yong Choo
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Abstract
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Service approach channels in the banking organization has appeared on the scene with a vast variety of forms from face to face interaction with bank counter staff, automated teller machine, internet banking and telephone banking. Mature and intense competition and the changing global financial system have necessitated banks to examine, explore and research the significance of customer satisfaction. The purpose of this study is to assess the service quality dimensions that influence the customer choice of bank in Penang. This study has used the model of service adopted from (Parasuraman et al, 1988 ) with five SERVQUAL dimensions, namely, reliability, assurance, tangibility. empathy and responsiveness to evaluate their effects on the choice bank selection by Penang customers. Research design of this study is quantitative and the method applied was by surveys research where data was collected from individuals residing in Penang. Primary data has been collected through structured questionnaire from 112 respondents with different demographic profiles. Descriptive analysis, reliability analysis, factor analysis, correlation analysis and multiple regression analysis were performed to analyze the data. Results of this study show that there is significant and positive relationship exists between service quality attributes and customer choice of bank selection. The results indicated that customer choice of bank depends on all the independent variables in SERVQUAL dimensions of reliability, assurance, tangibility empathy and responsiveness. In this study, it is suggested that SERVQUAL (service quality model) is still an appropriate and acceptable tool for measuring service quality in retail banking sectors in Penang. Consequently, banking industry practitioners can look at this instrument as a tool to determine and facilitate improvement in service quality. Further analysis can be conducted by exploring more independent variables which may be preferred by customers in deciding their choice bank.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2017.
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Subject
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Customer satisfaction.
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