Role of Service Quality on Customer Behavior in Nigerian Banking Industry

This dissertation proposal evaluates the role of service quality on customer behavior and its impact on customer base in the Nigerian banking industry. It explores the meaning and concept of service quality and customer behavior, identifies the role of service quality in customer behavior and recommends service quality strategies for influencing customer behavior and creating a customer base.

Running Head: DISSERTATION PROPOSAL
A critical evaluation of the role of service quality on customer behaviour and it’s impact
on customer base in the Nigerian banking industry

DISSERTATION PROPOSAL 2
Table of Contents
Introduction...........................................................................................................................................3
Research title.....................................................................................................................................3
Research aim and objectives..............................................................................................................3
Research questions........................................................................................................................3
Literature review...................................................................................................................................4
To explore the meaning and concept of service quality and customer behavior................................4
To identify the role of services quality in customer behavior and their impact on the consumer base
...........................................................................................................................................................4
To recommend the services quality strategies for influencing customer behavior and creating a
customer base....................................................................................................................................5
Methodology.........................................................................................................................................5
Introduction.......................................................................................................................................5
Research Philosophy..........................................................................................................................5
Research Approach............................................................................................................................6
Research Design................................................................................................................................6
Research Strategy..............................................................................................................................6
Data collection method......................................................................................................................7
Data analysis method.........................................................................................................................7
Sampling............................................................................................................................................7
Foreseen limitation............................................................................................................................8
Research timeline..................................................................................................................................8
Bibliography....................................................................................................................................10

DISSERTATION PROPOSAL 3
Introduction
The primary aim of this study is to determine role of services quality in influencing consumer
behavior and making the customers base. This reportdiscusses many service quality strategies
that could be effective for consumer behavior and making consumer base. In last, it presents
many research strategies that could be imperative in selecting appropriate tools, strategies,
and techniques to collect the feasible information about the research matter.
Research title
A critical evaluation of service quality role on customer behavior and their impact on
customer base in the Nigerian banking industry.
Research aim and objectives
The main aim of this study is to evaluate service quality role in customer behavior and their
impact on customer base in the Nigerian banking industry. The objectives of this research are
discussed as below:
 To explore the meaning and concept of service quality and customer behavior
 To identify role of services quality in customer behavior and their impact on the
consumer base
 To recommend the services quality strategies for influencing customer behavior and
creating a customer base
Research questions
 What is the meaning and concept of service quality and customer behavior?
 How services quality influence customer behavior and consumer base?
 Which services quality strategies influence customer behavior and creating a customer
base?

DISSERTATION PROPOSAL 4
Literature review
To explore the meaning and concept of service quality and customer behavior
According toPappas et al. (2016),an evaluation of how well a delivered service meets the
expectation of customers is known as services quality. Service business operator analyses the
quality of service that is offered to their customer. As a result, it helps to improve their
service. This could also aid to promptly address the issues in servicesand helps to better
analyse the satisfaction of customers.
In contrast to this,Su, et al. (2016) stated that consumer behaviour involves all practices
related to buying, using, and disposal of products and services. It could be based on mental,
emotions and behavioural responses of consumers. The consumer behaviour can be related to
both individual consumer and organizational consumers. It is a study of how an individual
responds towards products and services followed by the marketing and selling.
To identify the role of services quality in customer behavior and their impact on the
consumer base
According toKumar et al. (2016),service quality plays an important role to influence the
customer behaviour and creates a customer base. It is stated that customer makes buying
decision after identifying the quality of services because, it provides higher satisfaction to
them. In contrast to this, So et al. (2016) stated that a consumer determines the quality of
services by getting higher satisfaction and positive experience with products and services. If
organization gives higher priority to the service quality then they will be capable to increase
loyalty and satisfaction level of the consumer towards products and services of the
organization.
To recommend the services quality strategies for influencing customer behavior and
creating a customer base

DISSERTATION PROPOSAL 5
Amin (2016) recommended that the SERVQUAL instrument should be used to influence
customer behaviour and creates a customer base . This instrument considers different factors
liketangibles, reliability,responsiveness,courtesy,security,competence,communication,
credibility, and consumer understanding. In contrast to this,Horner and Swarbrooke
(2016) stated that company should focus on the potential to provide reliable and accurate
services to their customers. It should also emphasize on the willingness of customers to offer
prompt services. The company should a make policy by which workforces could be capable
to care their consumers and provides personal attention to them. As a result, it would be
beneficial for influencing customer behavior and creating a customer base.
Methodology
Introduction
This chapter enables to gain understanding with respect to techniques for conducting their
study in a reliable manner. This section is imperative for research scholar to complete this
project in least time and cost.
Research Philosophy
For conducting this study, interpretive philosophy is practiced, because,through this
technique, investigator facilitates to obtain views and perception of participants. It supported
the investigator to createa valid conclusion about the role of service quality in the consumer
behavior and customer base. Moreover, this research is subjective in nature hence the
interpretivism philosophy could be more appropriate as compared to positivism, and realism
research method (Ali andRaza, 2017).
Research Approach
The research approach is essential to identify appropriate research techniques for collecting
data with respect to the current research matter. In this dissertation, the researcherwill
practice the inductive approach over the deductive approach to conduct their research and get

DISSERTATION PROPOSAL 6
feasible information with respect to current research matter. In this, investigator able to
increase the validity and reliability of their research result. From the application of this
method, the investigator will be capable to obtain the information and create a reliable
conclusion in the context of specific research matter. In contrast, deductive technique could
not be suitable as it is required to develop hypotheses to make a reliable decision with respect
to the research matter (Pansari and Kumar, 2017).
Research Design
The research design is used to accomplish aim and objective of research by considering
appropriate research techniques named causal, descriptive, and exploratory research designs.
Furthermore, exploratory research design relies on new phenomena wherein researcher has
tried to obtain the reliable and valid information in the context of the aim and objectives of
research. In contrast to this, it is also evaluated that the descriptive research design
techniquefacilitates research scholar to get depth information about research concern.
Moreover, it is stated thatcausal methodconcentrates on determining the cause and effect
relationship between different variables. Hence,a descriptive research design is used by the
researcher rather than another method as it would be effective to obtain depth information
about research dilemma (Aryee, et al., 2016).
Research Strategy
With respect to accomplish research aim and objectives, research scholar could consider
many research strategies such as survey through questionnaire, experiment, focused group,
case study technique, observation method, interview, and literature review method.In this
research, a survey through questionnaire and interview method is practiced by the researcher
to accomplish the aim and objectives of the researcher. Moreover, the interview strategy
supported investigator to directly meet with targeted research participants and obtain their
perception and as it could be associated with the research issue. This strategy supported to

DISSERTATION PROPOSAL 7
develop the research validity end enables accomplishesthe task of the organizationin the least
time and cost (Clark and Mayer, 2016).
Data collection method
The data gathering technique is imperative for gathering feasible data with respect to the
current matter. There are two kinds of methods that are considered in the data collection
method like primary and secondary information gathering technique. In this research, both
primary and secondary data collection technique will be used by investigator. Primary data is
collected by the survey through questionnaire while the secondary data is collected from
existing sources (Lemon and Verhoef, 2016).
Data analysis method
The data analysis technique is practice for examining the collected information with respect
to the current matter. For this research, the researcher will practices qualitative and
quantitative data analysis method wherein Ms excel software will be used to evaluate the
factual information of research while literature review will be used to examine the theoretical
information for the research matter.
Sampling
Sampling technique is used to select suitable sample size to conductresearch and get a
reliableoutcome (Clark and Mayer, 2016). For this, the probability with simple random
sampling will be used by the researcher as it wouldfacilitate the investigatorto randomly
select research participants and collect their opinion with respect to the research matter. For
this, 50 consumers of Nigeria banks will be selected as a sample size to conduct this research.
Foreseen limitation
There are certain issues that could be faced by the researcher like specified time, lack of cost,
and time, and lack of a guide. Although, the data collection method takes more time as well
as cost but, it provides more reliable data. Hence, if the researcher has specified time to

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complete their research then, it forcesthem to complete their studyin least time.
Consequently, it would also decline the quality of obtained outcome (Aryee, et al., 2016).
Research timeline
The research timeline is shown by following table and chart:
Activity name Start Day Last Day Duration
(Days)
Proposal of
investigation
07-09-18 07-10-18 30
Literature Review 08-10-18 08-12-18 60
pooling of facts
and figures
09-12-18 09-02-19 60
Assessment of data 10-02-19 10-03-19 30
Final submission
of the report
11-03-19 11-04-19 30
Proposal of investigation
Literature Review
pooling of facts and figures
Assessment of data
Final submission of the report
07-09-18
08-10-18
09-12-18
10-02-19
11-03-19
30
60
60
30
30
Gantt chart

DISSERTATION PROPOSAL 9
Bibliography
Ali, M. and Raza, S.A., 2017. Service quality perception and customer satisfaction in Islamic
banks of Pakistan: the modified SERVQUAL model. Total Quality Management & Business
Excellence, 28(5-6), pp.559-577.
Amin, M., 2016.Internet banking service quality and its implication on e-customer
satisfaction and e-customer loyalty. International journal of bank marketing, 34(3), pp.280-
306.
Aryee, S., Walumbwa, F.O., Seidu, E.Y. and Otaye, L.E., 2016. Developing and leveraging
human capital resource to promote service quality: Testing a theory of performance. Journal
of management, 42(2), pp.480-499.
Clark, R.C. and Mayer, R.E., 2016. E-learning and the science of instruction: Proven
guidelines for consumers and designers of multimedia learning. USA: John Wiley & Sons.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. UK: Routledge.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P.K., 2016. From social
to sale: The effects of firm-generated content in social media on customer behavior. Journal
of Marketing, 80(1), pp.7-25.
Lemon, K.N. and Verhoef, P.C., 2016.Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), pp.69-96.
Mathis, E.F., Kim, H.L., Uysal, M., Sirgy, J.M. and Prebensen, N.K., 2016.The effect of co-
creation experience on outcome variable. Annals of tourism research, 57, pp.62-75.
Pansari, A. and Kumar, V., 2017. Customer engagement: the construct, antecedents, and
consequences. Journal of the Academy of Marketing Science, 45(3), pp.294-311.
Pappas, I.O., Kourouthanassis, P.E., Giannakos, M.N. and Chrissikopoulos, V., 2016.
Explaining online shopping behavior with fsQCA: The role of cognitive and affective
perceptions. Journal of Business Research, 69(2), pp.794-803.

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So, K.K.F., King, C., Sparks, B.A. and Wang, Y., 2016.The role of customer engagement in
building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), pp.64-78.
Su, L., Swanson, S.R. and Chen, X., 2016. The effects of perceived service quality on
repurchase intentions and subjective well-being of Chinese tourists: The mediating role of
relationship quality. Tourism Management, 52, pp.82-95.
Additional references
Silverman, D. ed., 2016. Qualitative research. USA: Sage.
Humphries, B., 2017. Re-thinking social research: anti-discriminatory approaches in
research methodology. Routledge.