Study On Customer Satisfaction Level Of XXX Bank Singapore

Added on - 30 Sep 2019

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Dissertation OutlineWorking titleA Study on Critical Success Factors of Customer Satisfaction in RetailBanking: Bank of XXX Singapore Branch Personal BankingIntroduction, problem setting, aim and objectivesIntroduction: Will introduce the bank roles, bank situation and competition inSingapore market, andabrief company profile for Bank of XXX Singapore branch.Aim/Purpose:The purpose of this study is to analyse the customer satisfaction levelof Bank of XXX Singapore branch Personal Banking. Will explore the critical successfactors thataffect their customer satisfaction level and find out what can beimproved. Also, this study will have a further understanding about customers’ needfor bank service.Objectives:The study is aimed at investigating:1)The current customer satisfaction level ofBank of XXX Singapore Branchpersonal banking;2)Thecritical successfactors that influence customer satisfaction level for Bankof XXX Singapore Branch personal banking;3)The correlation relationship between these factors (independent variables)and the overall satisfaction (dependent variables).Literature Reviews:Customer satisfaction provides an essential link between cumulative purchase andpost-purchase phenomena in terms of attitude change, repeat purchase and brandloyalty (Churchill & Surprenant, 1982).Service quality has a positive influence on customer satisfaction (Yee et al., 2010).Service quality can be defined as meeting the needs and expectations of thecustomer (Smith, 1998).There are various literatures examine factors affecting customer satisfactions suchas:Arasli, Smadi and Katircioglu (2005) found thatreliabilityhad the highest impact oncustomer satisfaction;The definition of service quality can be extended to the overall evaluation of aspecific service with ten service quality dimensions: tangibles, reliability,responsiveness, competence, courtesy, credibility, security, access,communication and understanding/knowing the customer(Parasuraman, et al.,1988).(You may want to add more literature reviews here)MethodologyThere are various methodsusedin collecting data for analysis. In this survey, we use
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