Customer Satisfaction Research: Metro Bank Dissertation

This document presents a comprehensive dissertation proposal and initial chapters, focusing on customer satisfaction within the context of Metro Bank in the United Kingdom. The research begins with an introduction highlighting the importance of customer satisfaction for organizational success and then outlines the aims and objectives, which include determining the concept of customer satisfaction, examining expectation disconfirmation theory, and investigating the significance of customer satisfaction in the banking sector, particularly at Metro Bank. The proposal provides a preliminary literature review, covering the concept of customer satisfaction, expectation disconfirmation theory, and the importance of customer satisfaction for organizations. It also explores the significance of customer satisfaction within the banking sector and specifically at Metro Bank. The research methodology section details the research approach, design, data collection methods, sampling, and data analysis techniques to be employed. The dissertation proceeds to the data collection phase, followed by data presentation and analysis, presentation of key findings, and recommendations or conclusions. The document includes references and appendices, such as the Bath Spa University Research Ethics Approval Form. The study aims to contribute to the existing body of knowledge by providing in-depth insights into customer satisfaction within the banking industry, with a specific focus on Metro Bank's performance.

Dissertation

Table of Contents
RESEARCH PROPOSAL...............................................................................................................1
Introduction .....................................................................................................................................2
Aims and Objectives........................................................................................................................3
Preliminary Literature Review.........................................................................................................3
Concept of Customer Satisfaction...............................................................................................3
Expectation Disconfirmation Theory..........................................................................................4
Importance of Customer Satisfaction for Organisations.............................................................4
Significance of Customer Satisfaction in Banking Sector and Metro Bank of the UK..............5
Research Method.............................................................................................................................6
The Introduction of method is the following .............................................................................6
Research Approach.....................................................................................................................6
Research Design..........................................................................................................................6
Data Collection Method .............................................................................................................7
Sampling Size ............................................................................................................................7
Data Analysis Method ................................................................................................................7
Timescale.........................................................................................................................................8
Resources........................................................................................................................................8
RESEARCH PROJECT...................................................................................................................9
CHAPTER 2 : INTRODUCTION.................................................................................................10
2.1Background of the company ...............................................................................................10
2.2 Statement of problem ..............................................................................................................11
2.3 Research Aims and Objectives................................................................................................11
2.4 Research Questions..................................................................................................................11
CHAPTER 3 : LITERATURE REVIEW......................................................................................12
3.1 Concept of customer satisfaction........................................................................................12
3.1.2 Quality .............................................................................................................................13
3.1.3 Satisfaction ......................................................................................................................13
3.1.4 Value................................................................................................................................14
3.2 Theories related to customer satisfaction............................................................................14

3.2.1 Measurement of satisfaction............................................................................................15
3.2.2 Theories of customer satisfaction.....................................................................................15
3.3 Importance of customer satisfaction...................................................................................17
CHAPTER 4 : RESEARCH METHODOLOGIES ......................................................................20
4.1 Research approach..............................................................................................................20
4.2 Research design ..................................................................................................................21
4.3 Data collection method ......................................................................................................22
4.4 Sampling ............................................................................................................................23
4.5 Data analysis method .........................................................................................................24
4.6 Ethical consideration...........................................................................................................25
CHAPTER 5 : DATA COLLECTION PHASE............................................................................26
5.1 Introduction ........................................................................................................................27
5.2 Questionnaire .....................................................................................................................27
.......................................................................................................................................................33
CHAPTER 6 : DATA PRESENTATION AND ANALYSIS.......................................................34
CHAPTER 7 : PRESENTATION OF KEY FINDINGS ............................................................48
7.1 Introduction ........................................................................................................................49
7.2 Summery of research conclusions.......................................................................................49
CHAPTER 8 – RECOMMENDATIONS OR CONCLUSION ...................................................51
9. REFERENCES..........................................................................................................................54
APPENDIX....................................................................................................................................57
Bath Spa University Research Ethics Approval Form...................................................................59

RESEARCH PROPOSAL
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Introduction
In the present contemporary business environment, it is essential for every business
organisation to satisfy their customers in order to attain their goals and objectives. Customers’
satisfaction is the key behind the success of an organisation, which improve the goodwill of an
organisation in the competitive business environment. In order to satisfy the customers, it is
imperative for an organisation to conduct a market research for identify the needs and wants of
customers, which helps an organisation to enhance the performance and productivity in the
current market. In addition to this, different organisations found it difficult to satisfy the
customers’ needs and wants because there is continuous change the demand of customers, which
has an adverse impact on the profitability and sustainability of an organisation. It is essential for
every organisation to facilitate the products and services in accordance with the needs and wants
of customers (Hill and Brierley, 2017). In this relation, customer satisfaction is identified as an
imperative aspect which is helpful in developing long-term relationship with customers. It is
difficult for every organisation to satisfy the needs, preferences, and wants of customer, which
have adverse impact on the profitability and sustainability in the competitive business
environment (Hill and Brierley, 2017). In this relation, Metro Bank is situated in the United
Kingdom, which is identified as a retail bank. The bank is mainly focused towards providing best
banking services to its customer in order to maintain relationship with its customers. In this
context, the research is mainly focused towards examining the customer relationship with Metro
Bank of the United Kingdom.
Metro Bank launched an online banking app for its customer, which helps customer to
make their life easier. It has been observed that the bank is providing after hours services to its
customer, which increases the level of satisfaction of customers. There retail bank store open
every days such as 7 days a week, and they provide 24/7 customer care services to their
customers, which help the organisation in gaining customer loyalty and enhance their
performance and productivity in the competitive business environment. Metro Bank facilitates
quick service to its customers, as they provide superquick opening of accounts and on the spot
printing card, which help he organisation in building the relationship with customers (Metro
Bank, 2018). In addition to this, the organisation also involved in the social activities, as every
year Metro bank host different charity events, which helps the organisation in developing
networking across the world. With the help of effective services, the organisation is gaining the
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trust of its customers and it also help the organisation in attracting more customers towards the
banking services (Metro Bank, 2018).
The research study is fundamentally centred towards the determination of the customer
satisfaction with respect to the Metro Bank of the United Kingdom. The research topic is found
fascinating, as on this topic, there are less number of research researches is conducted; thus it
provides an opportunity to explore the topic more deeply. This research study will conduct an in-
depth investigation with respect to the research subject. This research study will eliminate the
existing research gap by providing detailed information in regards to the research study.
Aims and Objectives
The main aim of this research study is to examine the customer satisfaction with respect
to the Metro Bank of the United Kingdom. Customer satisfaction is a key aspect behind the
success of any organisation in the present environment. In this context, the research study will
mainly focus towards examining the role of customer satisfaction in an organisation. In addition
to this, some of the objectives are framed with respect to the research subject are presented
below:
 To determine the concept of customer satisfaction in an organisation
 To examine the expectation disconfirmation theory with respect to customer satisfaction
 To investigate the importance of customer satisfaction for an organisation
 To examine the significance of customer satisfaction in banking sector and Metro Bank
of the United Kingdom
Preliminary Literature Review
Concept of Customer Satisfaction
In the views of Hill and Brierley (2017), customer satisfaction is a term that is often used
by organisations under their marketing. Customer satisfaction is often defined as a measure that
is used to understand, whether the expectations of the customers are met or not (Hill and
Brierley, 2017). It is important for organisations to meet the needs and expectations of the
customers in the current scenario, as it helps the organisations to sustain in the competitive
business environment. Meeting the needs of the customers helps the organisations in satisfying
their customers and gaining loyal customers, which helps in the growth and success of the
organisation (Hill and Brierley, 2017).
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As opined by Hill and Alexander (2017), in the current scenario, globalisation has
increased the competition in the market, which requires the organisations to develop various
strategies and adopt different tactics that can help them in sustaining their position in the market
and growing. Customer satisfaction is one of the major tools that can be adopted to grow and
succeed in the market (Hill and Alexander, 2017). The main key behind customer satisfaction is,
understanding the needs of the customers and meeting those needs, in order to satisfy the
customers with the help of products or services (Hill and Alexander, 2017).
Expectation Disconfirmation Theory
According to Oliver (2014), expectation disconfirmation theory is one of the preferred
theories to analyse the level of customer satisfaction in hotel and tourism industry. Expectation
disconfirmation theory states that every consumer has certain pre-purchase expectations
regarding the products or services they are buying. These pre-purchase expectations are
regarding the performance of the products or services. It is important that the organisations
understand the pre-purchase expectations of their customer so that the performance expectations
of the customers can be met (Oliver, 2014). This will also result in setting up a standard for the
products or services. With the help of expectation disconfirmation theory, the level of customer
satisfaction can be measured. This can be done by analysing the level of performance on the
basis of the expectations of the customers. If the expectations of the customers match the
outcomes, then confirmation occurs regarding the customer satisfaction. However, if the
outcomes do not match the expectations of the customers, then disconfirmation occurs (Oliver,
2014). Therefore, as per the theory, customer satisfaction can be measured in the form of
negative or positive by analysing the satisfaction or dissatisfaction level of the customers.
Organisations can adopt the expectation disconfirmation theory, in order to analyse the level of
customer satisfaction by examining the outcomes matching the expectations of the customers.
This can result in improved performance of the organisation in the market (Oliver, 2014).
Importance of Customer Satisfaction for Organisations
In the views of Hill and Alexander (2017), for an organisation, customer satisfaction can
be considered as the key to the organisation's success. This is due to the fact that customer
satisfaction helps the organisations in creating a long-term relationship with the customers. This
relationship is helpful for the organisation in sustaining their position in the market and
improving their image (Hill and Alexander, 2017). In the current competitive and dynamic
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business environment, it is required by the organisations to deliver value and time to the
customers, which helps them in understanding the needs of the customers and delivering the
customers with the products that they expect. It will help in improving the level of customer
satisfaction and improves the profitability of the organisation (Hill and Alexander, 2017).
As per Uysal and Williams (2013), in the era of globalisation, the organisation requires
expanding their brand by taking the brand into foreign markets. Brand and its value can be
improved easily with the help of high level of customer satisfaction (Uysal and Williams, 2013).
In the present environment, customers tend to share content over social media. If the customers
will be satisfied, then they will share positive content over social media, which can help the
brand in expanding into foreign markets. This is also beneficial in standing out in the competitive
market and gaining success (Uysal and Williams, 2013).
Significance of Customer Satisfaction in Banking Sector and Metro Bank of the UK
As per Shanka (2012), the banking services provided to the customers are complex and
require the banking organisations to pay attention towards the services provided to the customers
and satisfy their needs. In the banking sector, it can be observed that the competition has
increased, where the service differentiation lacks (Shanka, 2012). Therefore, it is important for
the banking organisations to develop significant strategies that can help them in improving the
level of customer satisfaction. This can also include improving the quality of service, value for
customers and enhancing customer loyalty. In the banking industry, substitutes are available at
large number; therefore, it becomes necessary for the banking organisations to retain their
customers by understanding their expectations and fulfilling them (Shanka, 2012).
Okumus and Genc (2013) stated that globalisation has increased the level of competition
in every sector and has impacted the operations of the organisations. This is because the
organisations have to focus on the tactics to fulfil the needs of the customers (Okumus and Genc,
2013). In the banking sector, the level of competition has increased to a great extent; this requires
the banking organisations to develop strategies that can help in enhancing the level of customer
satisfaction and retaining the customers. Retention of customers can help in growth and success
of the banking organisations (Okumus and Genc, 2013).
As presented in the report of CMA (2015), it has been explored that customer satisfaction
has become the key for the success of the banking organisations in the current scenario. Banking
organisations try to develop different strategies regarding customer satisfaction, in order to retain
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their customers and grow in the market (CMA, 2015). Metro bank has not developed any
specific strategy for customer satisfaction but provides rewards to their staff members regarding
customer satisfaction. This motivates the staff members to treat the customers properly and fulfil
their demands as expected by the customers (CMA, 2015).
Research Method
The Introduction of method is the following
The process of research methodology is considered as a most essential part of every
research study, as it facilitates right direction to the research study, which helps in completing
the research study in appropriate manner. With the help of research methodology, the data can be
collected in an efficient manner. There are several methods and approaches which prove as
helpful in understanding the research problem and empower a researcher to collect the relevant
and authentic information with respect to the study of customer satisfaction with Metro Bank of
the United Kingdom. The research methodology will be useful in collecting the authentic
information with the help of relevant methods and approaches and further helps in developing an
original and credible research study (Lewis, 2015).
Research Approach
Research approach is recognised as a significant piece, which facilitates different ways
to understand the research subject and enhance the work quality. The research approach helps in
choosing the right direction for the research study, which helps in comprehending the relevant
concepts associate to the research subject. In relation to this, the research approach is defined in
two different categories which include deductive and inductive approach (Blessing and
Chakrabarti, 2009). Deductive approach is helpful in comprehending the already developed
conceptual and speculation. The inductive approach is found useful in understanding the newly
developed speculations and conceptual related to the research subject (Scruggs and Mastropieri,
2006). In this relation, in this research study, deductive approach is utilised because survey
method will be utilised in this research study and deductive approach will useful in
understanding the study of customer satisfaction in the Metro Bank of the United Kingdom.
Research Design
Research design is a process which is considered as a beneficial component of the
research methodology, as it helps in addressing the research problem and provides significant
understanding of the research subject. With help of efficient selection of research design, the
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relevant and authentic information can be gathered with respect to the research subject. In this
relation, there are two distinctive types of research design such as exploratory research design
and descriptive research design. With the help of exploratory research design, different
hypothesis and concepts can be understood in regards to the research study. While descriptive
research design predominantly portrays the current created ideas and speculation as for the
examination subject (Lewis, 2015). In this connection, the exploratory research configuration
will be used in this examination work with a specific end goal to comprehend the idea of a study
of customer satisfaction in UK bank and Metro Bank. The exploratory research design will help
in grasping the theory and ideas identified with the examination subject.
Data Collection Method
Data accumulation strategies are the most critical piece of the research work, as it helps
in collecting the applicable and real data concerning the research subject. With the assistance of
information gathering technique, the examination issue can be settled in a fitting way. In this
connection, there are two sorts of data collection strategies primary data collection and secondary
data collection method. In primary data collection method, the information can be gathered with
various sources, for example, interview and survey method. While, in secondary data collection,
the data can be assembled from journal articles, online published articles, and authentic book
(Maxwell, 2012). The primary data collection method will be utilised in this research study,
which will help in gathering the information in order to address the research problem. In addition
to this, most relevant and authentic information will be collected with respect to the customer
satisfaction in the Metro Bank of the United Kingdom.
Sampling Size
In this research study, the survey will be conducted under the primary data collection
method. In the survey process, 50 customers will be selected who are associated with Metro
Bank in order to gain information about their satisfaction with the bank. The gathered data is
investigated with the assistance of data analysis method.
Data Analysis Method
In this research study, the accumulated data will be analysed with the help of thematic
data analysed method. Data analysis method will be helpful in understating the overall concept
of the research subject (Ritchie et al., 2013). It is distinguished that data analysis technique is
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useful in evaluating the gathered information in a compelling and suitable way. With the
assistance of data analysis technique the data can be gathered and it gives important results
regard to the exploration subject (Creswell and Poth, 2017) below I have also attached a example
off the table off the timescale
Timescale
Research Activity W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11
Research Approval
Introduction
Literature review
Developing of the Research Methodology
Data Collection
Data Analysis
Resources
In this research study, there will be lots of resources will be under taken in order to
develop an effective and relevant research study. In order to complete this research study, there
will be lots of expenses can be occurred which includes travel expenses for collecting the
information from the selected participants. The utilisation of computer can be more, as it will be
helpful in completing the research in more appropriate manner. For this research study,
photocopy will be required for understanding the research subject, which will require more cost.
In addition to this, internet will require for the completion of this research study, which will also
include some cost.
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RESEARCH PROJECT
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