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
1

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
2

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).
3

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
4

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
5

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
6

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
7

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
9

CHAPTER 2 : INTRODUCTION
Psychology defines that satisfaction is a state of mind that is derived from a comparison
between the perceived and expected. Satisfaction is a mind-set which comes from past
knowledge and experiences. In the competitive world customer satisfaction is the area where
each and every organisation is focusing on. This is due to the reason that customer satisfaction is
a reason whether a company or organisation will survive or not. Customer satisfaction is
different in service industry as compared to any other type of industries (Hill and Alexander,
2017). This research examination aims at finding relevant factors which contributes to customer
satisfaction within the banking industry in context to Metro bank. Due to the increasing
competition and entry of foreign banks, the banking industry in UK is changing in terms of
services, products,customer satisfaction etc. It is very obvious that increasing competition often
confuses customer while decision making process. Each and every bank is utilizing the customer
satisfaction tools, methods and software as it is the only way that can help in surviving intense
competition in the market (Ong, Nguyen and Syed, 2017).The aim of this thesis is to analyse
customer satisfaction concerning banking services provided by Metro bank. Researcher will use
various tools and methods to identify various factors affecting customer satisfaction in the
banking sector.
2.1Background of the company
Metro Bank PLC is a retail bank operating in the United Kingdom, founded by Anthony
Thomson and Vernon Hill in 2010. At its set up it was the first new high street bank to launch in
the United Kingdom in over 150 years. Metro Bank launched an online banking app for its
customer, which assist customer to make banking transaction and their life easier. It has been
determined that the bank is rendering after hours services to its customer, which enhances the
level of satisfaction among customers. There retail bank store open every days such as 7 days a
week, and they give 24/7 customer care services to their customers, which assist the bank in
obtaining high level of customer loyalty and increase their productivity and performance in the
competitive business environment. Metro Bank assist with quick service to its customers, as they
provide super quick opening of accounts and on the spot printing card, which helps it in
developing a strong relationship with customers. In addition to this, the organisation is also
active in the social activities, as every year Metro bank host various charity events, which assist
the organisation in developing strong networking all around the world. With the aid of effective
10

services, the organisation is achieving the trust of its customers and it also assist the bank in
attracting huge number of customers towards the banking services.
2.2 Statement of problem
This research is focused on customer satisfaction with respect to Metro Bank in United
Kingdom. Increasing competition & changing trends or demands of customers are highly
influencing performance and profitability of the organisation. Therefore it is very essential to
identify the importance of customer satisfaction and its impact on customer's decision making.
This research will helps in understanding the concept of customer satisfaction with respect to
appropriate theories.
2.3 Research 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 analysing 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 dis-confirmation 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
2.4 Research Questions
1. What is the concept of customer satisfaction in Metro Bank?
2. What is expectation dis-confirmation theory?
3. How significant is customer satisfaction for an organisation?
4. What is the importance of customer satisfaction in banking sector and metro
bank?
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CHAPTER 3 : LITERATURE REVIEW
The major purpose of this literature review is to provide the reader with a brief overview
of customer satisfaction and its important in banking sector. In the present world customers
priority for each and every business or organisation. There are many books and studies related to
the concept of customer satisfaction on various industries, this literature review will provide
information related to different studies or researched on the similar subject in order to understand
the concept of customer satisfaction in the Metro Bank.
3.1 Concept of customer satisfaction
According to Agolla, Makara and Monametsi (2018), Both banks and customers give
high importance to satisfaction, strong efforts are being made by banks in order to offer high
quality products and services to their customers. Customers on the other hand are also in need in
of best value for their money and showing a lot of efforts in choosing best services and products.
Customer satisfaction is much outlined as a measure that is utilized to understand, whether the
expectations of the customers are met or not (Yilmaz, Ari and Gürbüz, 2018). Once customers
are satisfied and develops a positive intention or image about a specific organisation, it will take
a little time for competitors to snatch them. There are many benefits organisations obtained
through customer satisfaction including loyalty, repurchasing to enhance profit or sales, speak
well regarding the services or products to others so that they can get attracted to purchase the
same. According to Agolla, Makara and Monametsi (2018), Customer satisfaction is a term that
is often used by organisations under their marketing. 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.
In the present setting, globalisation has enhanced the competition in the market, which
made it necessary for the organisations to evolve various strategies and follow various
techniques that can assist them in sustaining their position in the market and growing (Yousuf
and Wahab, 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. The viability in terms of economy lies in the hand of the customers, there are various
types of customers or consumers such as groups, organisations, individuals, nations or
communities. According to Mei, Li and Li (2017), The banking sector similar to any other
industry has enhanced its efforts for satisfying customers with the help of provision of quality
12

services. Customer satisfaction is one of the leading instrument that can be adopted by Metro
bank to develop and win in the market. Meeting the requirements of the customers assist the the
bank in satisfying their customers and increasing loyal customers, which helps in the growth and
success of the organisation (Shin and et.al., 2017). As the competition has been high each and
every bank is trying to retain old customers and attracting new ones.
Quality, satisfaction and value are the three main concepts that featured conspicuously in
the customer satisfaction literature. It will be beneficial and significant to discuss about these
concepts in this literature.
3.1.2 Quality
Quality is the extent to which a group of internal attributes such as system, process or
product meet the needs or requirement of the customers. These attributes or features can be
sensory, physical, temporal, functional or ergonomic. Quality is also defined as conformity to
fulfil the specification or requirements as well as fitness for the purpose respectively. It is related
to meeting expectations or needs to the customers. It have become a essential part of our daily
lives, it has obtained high attention by many customers and organisations. While customers keep
expressing and looking at their desires for quality services or products. The organisations
consider quality as a major strategy to create products or services for gaining high competitive
advantages. There are various perspectives related to the quality in a bank such as
communication or interaction between the bank employees and the customers or attitude of the
service providers towards customers. According to Ramanathan, Subramanian and Parrott,
(2017). All these perspectives plays a major role in measuring the overall quality standard of a
bank. It is very important for the bank or any other service sector organisation to ensure that the
services provided to the customers are meeting their requirement. There is a huge difference
between a product quality and quality of a service. Therefore, banks needs to consider that each
and every service provided to their customers are up to the marks and does not dissatisfy them in
any means.
3.1.3 Satisfaction
Satisfaction is another important element for each and every business or organisation that
helps it to survive its position in the market. It refer to the extent at which the needs of the
customers have been met where the requirement means stated expectations whether obligatory or
implied. It is very essential for banks to achieve satisfaction of the customers so that it can
13

sustain in the highly competitive world. Satisfaction of customers is an evaluation of difference
between prior expectations about a product or services and its actual performance. It is how
customers react towards the state of satisfaction and the way they judge the level of satisfaction.
Satisfaction is the reaction of customers towards the state of the judgement and fulfilment of
customer regarding the fulfilled state. It based on the expectations of an individual before
consuming any service or product, on the hand it can be defined as a result of purchase in which
consumer compare rewards and cost with the anticipated consequences. There is always a
positive relationship between profit maximization and customer satisfaction of a firm or
organisation. According to Ramanathan, Subramanian and Parrott, (2017), Nobody is as
important than customer for any business and their satisfaction is the main goal through
improvement in services on the basis of competitiveness and it saves future revenue along with
becoming the cause of cost reduction in the future. Satisfaction is the detected feeling of a
customer for which he or she has set standards if their expectations match with the standard they
are satisfied. There are huge number of research studies on particular relationship of employees
satisfaction. Generally the quality of the relationship is known as satisfaction mirror which is
giving an ideas that success of organisation comes from satisfaction or employees that is
reflected in terms of customer satisfaction. Service quality is derived from satisfaction of the
employees such as if employees of the organisation are satisfied it will have a direct impact on
both services quality and satisfaction of the customers. There is potential impact of customer
satisfaction on the performance of organisation and it can also increase returns or shareholders
and value of any organisation can be enhanced or maximised.
3.1.4 Value
Value is defined as the amount of benefits which customers get from buying products and
services. It can also referred as the difference between the values customers obtain form utilizing
a products and cost of the product.
3.2 Theories related to customer satisfaction
There are wide range of theoretical approaches which have been used for explaining the
relation between dis-confirmation and satisfaction. Still there are various theories surrounding
the service and satisfaction paradigm. Many theories have been utilised for understanding the
procedure through which a customer develop satisfaction judgements. The models or approaches
can be classified broadly under three main groups – Equity, Attribution and Expectancy dis
14

confirmation. The expectancy dis-confirmation theory states that customers develop satisfaction
judgements by evaluating actual service or product. Four theories were identified by CASAS,
Lourenço and MARTÍNEZ‐JERE, (2017) which can be utilised for explaining the effect of
satisfaction or expectancy such as Contrast, Assimilation, Generalised negativity and
Assimilation contrast. Some of the major theories or approaches are sated below -
3.2.1 Measurement of satisfaction
According to Ramanathan, Subramanian and Parrott, (2017), The heart of the satisfaction
procedure is the comparison of what was expected with the service or product's performance, this
process has been traditionally defined as confirmation or dis-confirmation process. Firstly,
customer would develop expectations prior to buying a service or product. Secondly, experience
or consumption with the product or service develops a level of perceived quality which is
affected by expectations. If perceived performance is only a little less than expected performance
assimilation will take place, perceived performance will be adjusted upward to equal
expectations. If perceived performance lags expectations substantially, contrast will occur and
the shortfall in the perceived performance will be increased. Satisfaction can be identified by
subjective and objective factors. Applying to the hospitality industry there have been many
studies that analyse characteristics that travellers can find essential related to customer
satisfaction. Customer satisfaction and service quality are different concepts although they are
linked closely. According to Söderlund and Sagfossen, (2017)found out that security, services,
value of money and courtesy of staff determine customer satisfaction. It is revealed that room
comfort and clean, prompt service, convenience of location, security and safety & friendliness of
employees are essential. A study conducted by YeDong and Lee, (2017) claimed that important
factors are the behaviour of cleanliness. Employees and timeliness. On the other hand the study
by FuJuan, (2017) concluded that transaction services, staff quality and value are the top three
factors that determine traveller's satisfaction.
3.2.2 Theories of customer satisfaction
Consistency theories suggest that when the expectations and the actual product
performance do not match the customer will feel some degree of tension. In order to alleviate
this tension the consumer will make adjustments either in expectations or in perceptions of actual
performance of the product. Four theoretical approaches have been developed under umbrella of
15

consistency theory, Contrast theory, Assimilation theory, Negative theory and Assimilation
contrast theory.
Assimilation theory
Assimilation theory is based on dissonance approach, the Dissonance theory posits that
consumers make some type of cognitive comparison between expectations related the product
and perceived performance of product. The view of consumer post usage evaluation was
introduced into satisfaction literature in the form of assimilation theory. According to Lee,
(2018) consumer seeks to avoid dissonance by making adjustment in perception related to given
product in order to bring it more in line with expectations. Customers can also decrease the
tension resulting form a discrepancy between expectation and product performance or by
increasing the satisfaction level by minimizing the relative significance of the dis-confirmation
experienced. This theory also has various limitations, the first is this approach assumes that there
is relationship between satisfaction and expectations but does not specify how dis-confirmation
of an expectation can result to either dissatisfaction or satisfaction. Second, the theory also
assumes that consumers are motivated enough for adjusting their perception or expectation about
performance of the product or service. A huge number of researcher have found that controlling
for actual or real performance of the product which can result in a positive relationship between
satisfaction and expectation.
Dis-confirmation theory
According to Ong, Nguyen and Syed, (2017), expectation dis-confirmation theory is one of the
preferred theories to analyse the level of customer satisfaction in banking industry. Expectation
dis-confirmation theory defines that each and every consumer has various pre-purchase
expectations related to the products or services they are purchasing. These pre-purchase
expectations are regarding the performance of the products or services. It is essential that the
organisations determine the pre-purchase expectations of their customer so that the performance
expectations of the customers can be met. This will also result in developing a standard for the
products or services. With the assistance of expectation dis-confirmation theory, the level of
customer satisfaction can be measured. This can be done by examining 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 results
do not match the expectations of the customers, then dis-confirmation occurs (Oliver, 2014).
16

Therefore, as per the theory, customer satisfaction can be evaluated in the form of negative or
positive by analysing the satisfaction or dissatisfaction level of the customers. Organisations can
adopt the expectation dis-confirmation theory, in order to analyse the level of customer
satisfaction by examining the outcomes matching the expectations of the customers. This can
leads to better performance of the organisation in the market (Oliver, 2014).
3.3 Importance of customer satisfaction
According to Ramanathan, Subramanian and Parrott, (2017), Analysing behaviour of
customers is very important for each and every business as the consumer is utilized as a major
factor for developing effective marketing strategies and adopt marketing mix to their requirement
or needs. It is one and the only method for a high level satisfaction of the customers' needs. It is
very important to understand and measure level of satisfaction a product, service, department or
organisation is providing to its customers. In the present environment, globalisation has
increased the competition in the market, which made it essential for the organisations to develop
different strategies and follow several methods that can help them in sustaining their position in
the market and achieve growth or development. (Yousuf and Wahab, 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. The viability in
terms of economy lies in the hand of the customers, there are different kinds of customers or
consumers such as organisations, groups, individuals, nations or communities. It can assist in
making effective and beneficial changes in the with the help improved marketing strategies.
Good customer satisfaction has an great impact in almost every business or organisation for
example when customers perceive good service or product they communicate about to it to many
other people. It is observed that nearly half of the American business is created with this
informal word of mouth communication. Improving customer retention by even a little margin
can helps in increasing the profits by 25%. Hence, a business that aims to prosper will realize the
significance of this concept, putting altogether an appropriate and functional operational
definition. The primary problem in creating an operational definition with the particular elements
of customer satisfaction is to distinctly determine the nature of the organisation's business. A
broadly accepted definition states that Satisfaction is the fulfilment reaction of the consumer, it
refer to the judgement that a service or product provided a pleasurable and satisfactory level of
fulfilment. In general terms satisfaction is the assessment of consumers for a service or product
17

on the basis of the extent to which that product or service has met or fulfil his or her expectations
and needs. According to Agolla, Makara and Monametsi (2018), Failure to meet expectations or
needs may lead to dissatisfaction with the service or product. The meaning of customer
satisfaction may differ depending on the context. It can be defined as a specific characteristic or
feature of a product or service as well as a whole. To be familiar with the needs to customers can
be very significant for a company or organisation. Subject of economy achieve their tasks in the
procedure of reproduction and therefore satisfy various needs. Customer satisfaction surely have
a positive impact on profitability of an organisation, Satisfied customer develop the foundation
of each and every successful business or firm as customer satisfaction results in repetitive
purchase, positive word of mouth and brand loyalty. On the other hand organisations have a
necessity for measuring satisfaction of their customers. It is an asset that needs to managed and
monitors just like any other physical asset. But the traditional technique is not much effective
due to consumer complaints, most dissatisfied customers do not complain or most complaints do
not reach senior management. Sales-force is another reason due to which traditional method is
not adequate, it involves selective feedback of information and subject knowledge on the basis of
relationships. There are various possible uses of information related to customer satisfaction as
discussed below -
 Customer satisfaction results can assist in presenting the present standing or level of
satisfaction among the customers. According to Agolla, Makara and Monametsi (2018),
This usage generally goes beyond reporting statistical information such as range, mean
and standard deviation. These descriptive information can help to identify specific
strengths and weaknesses in satisfaction dimensions, the particular items under each as
well as information related to overall scores. Although, various types of data analysis can
be utilised to determine aggregate as well as a information related to individuals. From
here gaps and distinct patterns between different people emerges.
 The results of customer satisfaction can assist to determine essential needs and
requirement of customers. Identification of particular needs for obtaining satisfaction is
helpful at high fundamental level. According to Mei, Li and Li (2017), A business
organisation is capable to focus clearly on efforts in those areas that are very essential to
the customers. Differentiating those needs which are highly valued by customers helps in
allowing for most effective efforts for service modifications and further collection of
18

data. Comparison between particular items to the satisfaction dimension or overall score
can helps in determining those items that highly associated with satisfaction.
19

CHAPTER 4 : RESEARCH METHODOLOGIES
This section of the dissertation consist various research methodologies to achieve goals
and objectives of an examination. In this part the researcher identifies and utilise most effective
and appropriate strategies or tools which can be used for achieving the research aim and
objectives (Rogers and Kincaid, 1981). There are various approaches and methods which prove
as useful in understanding the research issue and authorize a researcher to gather the authentic
and relevant information with respect to the study of customer satisfaction with Metro Bank of
the United Kingdom. The research methodology will be helpful in assembling the authentic
information with the help of relevant methods and concepts & further helps in creating an
credible and original research study. It includes research method, research approach, the method
of collecting data, selection of the sample, method of data analysis, research process, ethical
consideration and limitation of the research project.
4.1 Research approach
Research approach is acknowledged as a important part in a research examination, which
assist in various manners to determine the research subject and raise the quality of work. The
research approach assist in selecting the most appropriate way 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 (Kothari, 2014). The major difference between this approaches of research is
that deductive approach is a tested and aimed theory whereas an inductive approach is concerned
with the development of new theory emerged from the data. A deductive approach usually
begins with hypothesis, an inductive approach will generally utilise research questions to narrow
the scope of the research examination. For deductive approaches the focus is usually on
causality, on the other hand inductive approaches the aim is generally focused on searching new
concept or looking at previously explored research phenomena from a different perspective.
Inductive approaches are usually linked with qualitative research where as deductive approached
are generally linked with quantitative research. Though, there is no fix rules and certain studies
may have deductive orientation (Perry, 1998). 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.
In this relation, in this research study, deductive approach is utilised because survey method will
20

be utilised in this research study and deductive approach will helpful in understanding the study
of customer satisfaction in the Metro Bank of the United Kingdom.
4.2 Research design
Research design is a procedure which is reasoned as a significant element of the research
methodology, as it assist in overcoming the research issue and provides better understanding of
the research topic or subject. With help of efficient selection of research design, the authentic
and relevant information can be collected with respect to the research subject. In relation to this,
there are two different kinds of research design such as exploratory research design and
descriptive research design. Explorative research design as the initial research into a theoretical
or hypothetical ides. This is where a researcher has an idea or observed something that he or she
needs to understand more about it (Reinharz and Davidman, 1992). An explorative research is
referred as an attempt to lay the groundwork that results to future studies or to identify what is
being observed may be explained by a presently existing theory. Generally exploratory research
lays the initial foundation for future research. This type of research are basically of two kinds
either a new angle or a new topic. A new topic is generally startling in its findings and
unexpected. On the other hand new angles can come form new methods of looking at things,
either in a new way of measuring things or in a theoretical perspective. With the help of
exploratory research design, different hypothesis and concepts can be understood in regards to
the research study. Once the basis of a research is developed, the newly explored area require
more information. The second step is descriptive research. It is explained as attempts to explain
and explore while providing additional information regarding a subject or topic. This where
research is trying to determine what is happening in more detail, expanding the understanding
and filling the missing parts. In this this type of research design maximum information is
gathered as possible while avoiding guesses or evaluate models to predict the future. While
descriptive research design predominantly portrays the current created ideas and speculation as
for the examination subject. In this connection, the exploratory research configuration will be
used in this examination work with a specific objective to comprehend the idea of a study of
customer satisfaction in UK bank and Metro Bank. The exploratory research design will assist in
understanding the theory and ideas identified with the examination subject.
21

4.3 Data collection method
Data collection strategies are the most essential part of the research work, as it assist in
gathering the real and applicable data in concern with the research topic or subject. It is a
procedure to collect information from all appropriate and relevant sources for finding answers to
the research issues, test the theory and examine the results. Data collection methods can be
segmented in two main categories Primary data collection and secondary method of data
collection. Primary data collection refers to gathering of information using various primary
sources such as employees, customers, or any other group of individuals. This method is divided
into two parts Quantitative and Qualitative methods.
 Quantitative methods – These methods of data collection is based on mathematical
calculations in different formats. Methods of quantitative data collection and analysis
consist of Questionnaires with closed ended questions,methods of regression and
correlation, mode, mean and median etc. These methods are cheaper to implement and
can be applied within shorter time duration as compared to qualitative methods.
Furthermore, because of higher level of standardization of quantitative methods it is very
easy to make comparison of results or findings.
 Qualitative research methods – These methods of research do not consist mathematical
calculation or numbers. The Qualitative research is highly linked with sounds, words,
feeling, colours, emotions and many other elements that are non- quantifiable. This type
of research aims at ensuring higher level of depth understanding and qualitative methods
consists questionnaires, interviews with open ended questions, observation, focus groups,
case studies etc.
Secondary data refers to information which has been already published in newspaper,
books, journals, magazines, online portals etc. There is a huge amount of data available in these
sources about the research area in business studies almost regardless of the nature of the research
area. Hence, implementation of most appropriate set of criteria to select secondary data to be
utilized in the study plays a vital and essential role in terms of enhancing the levels of research
reliability and validity (Newman and Benz, 1998). These criteria consist but not limited to date
of publication, reliability of the source, credential of the author, quality of discussion, depth of
analyses, the extent of contribution of the study to the development of the research area and so
on.
22

In the present research primary data collection method is used in this research
examination, by conducting a survey with the customers which will assist in collecting the
information in order to address the research issue. In addition to this, most reliable and relevant
data will be gathered with respect to the customer satisfaction in the Metro Bank, United
Kingdom.
4.4 Sampling
In order to address the research questions, it is doubtful that research should be capable of
collecting data from all cases. Therefore, there is a requirement to select a sample, the whole set
of cases through which researcher sample is drawn is known as population. Since, researcher do
not have time as well as resources to analyse the population so they implement sampling method
in order to reduce the number of cases. The first step of a sampling process is to define target
population clearly. Population is generally related to the number of individuals living in a
specific country. The second stage is to select sampling frame, it is a list of actual cases from
which sample will be drawn or selected. The sampling frames should be representatives of the
population. The third stage is to choose a sampling technique, before the examination of different
kinds of sampling method, it is essential note what is the meaning of sampling. There two type of
sampling method which can be used by a researcher to conduct a effective research and collect
data related to a topic or subject. Types of sampling methods are as discussed below -
 Probability sampling – This method of sampling refers that each and every item in the
population has an equal chance of being a part of the sample. It is also known as random
sampling, to undertake this technique researcher needs to develop a sampling frame first
and then utilise a random number generation computer program in order to select a
sample from the sampling frame (Koul, 2009). Probability sampling has a high freedom
from bias but may represent the most expensive sample on the basis of energy and time
for a give level of error in sampling. There are various forms of probability sampling
such as simple random sampling, systematic sampling, cluster sampling, stratified
random sampling etc.
 Non-probability sampling – The another sampling method is generally linked with case
study research design and qualitative research. In context to this case studies tend to
focus on small samples and are intended to analyse a actual or real life phenomenon, not
to create statistical inferences in relation to the broad population. A sample of cases or
23

population does not need to be representative or random but a clear rationale is required
for the inclusion of some individuals or cases rather than others. There are various kinds
of non probability method such as Quote sampling, Snowball sampling, convenience
sampling etc.
After choosing the sample size the next stage in sampling is to determine sample size, for
generalizing from a random sample and avoiding biases or errors, a random sample is required to
be adequate size. This depends on various problems which generally confuse individuals
performing surveys for the first time. This is due to the reason that proportion of the population
in research is not essential here, but the absolute size of the sample chosen related to the
complexity of the population. The objectives of researcher and the types of statistical
manipulation that will utilised in data analysis. While the larger the sample the lesser the
probability that outcomes will biased does hold, reducing returns can quickly set in when sample
get over a particular size. This size is needed to be balanced against the resources of the
researcher. Larger sized sample decreased sampling error but a reducing rate. Various statistical
formulas are available for determining size of the sample. Once the sample size is decided data is
been collected assessing the response rate. In the present report non-probability sampling method
is used by selecting random customers of Metro bank in UK. 50 customers are selected as
respondents associated with the cited organisation to identify their satisfaction level.
4.5 Data analysis method
Data analysis is the collection and organisation of information so that researcher can
come to a conclusion. It allows researcher to answer questions, solve issues and derive essential
information. Data analysis is referred as a process of bringing structure, order and meaning to the
mass of collected data. It is also described as a ambiguous, time consuming and messy process.
There are mainly two types of data analyse techniques qualitative and quantitative, qualitative
data analysis refer to the examination of data which is cannot be quantified, this kind of
information is related to the understanding and insights into the attributed and properties of
objects such as the respondents or participants (Mies, 1983). Qualitative analysis can get a deep
understanding of why a particular phenomenon occurs. The analysis can be utilised in
conjunction with quantitative analysis or precede it. On the other hand qualitative analysis refers
to the examining data which is bound with various classification numbers and rules, qualitative
data analysis can be multi faced and wide ranged. Quantitative data analysis is generally linked
24

with numerical analysis where data is gathered, classified and compared for findings or results
by utilising a set of statistical methods. Data is selected randomly in large samples and then
analysed. In the present research, the collected data is analysed with the help of thematic data
analysing method. Data analysis method will be useful in understating the overall concept of the
research subject. It is dignified that data analysis technique is useful in evaluating the gathered
information in a persuasive and appropriate manner. With the help of data analysis method the
data can be gathered and it gives important results regard to the topic or subject of research.
4.6 Ethical consideration
Ethical considerations in a research study are very critical and important, Ethics are the
standards or norms for conduct that helps in distinguishing between right and wrong. They also
assist in understanding the difference between acceptable and unacceptable behaviours. The
ethical considerations helps in preventing falsifying and fabrication of data that leads to
promotion knowledge and truth which is a major goal of every research or study (Gast, 2009).
There are various ethical considerations with respect to a research as discussed below -
 Respect for the respondent's dignity should be considered as priority in a research
 Participant in a research should not be subjected to harm in nay ways
 Protection of privacy of respondents or participants
 Suitable level of confidentiality of the research data should be assured.
 Any time of misleading information, as well as representation of primary data results in a
biased way should be avoided.
In order to address ethical considerations aspect of the research effectively researcher has
focused on the following factors -
1. Voluntary participation of respondents in the research study is very essential, furthermore
respondents were given rights to withdraw from the study at any stage as they wish.
2. Respondents were participated on the basis of informed consent, the concept of informed
consent consists providing of sufficient information and assurance by researcher related
to the participation. It helped individual to understand the rational of research and
reaching towards a specific decision or outcome.
3. The research was conducted with adherence to data protection act (1998).
25

CHAPTER 5 : DATA
COLLECTION PHASE
26

5.1 Introduction
Data analysis is the grouping and arrangement of information so that investigator can
come to a decision of judgement. It assist and allows researcher to answer questions, resolve
issues and conclude necessary information. Data analysis is referred as a procedure of bringing
structure, order and meaning to the mass of gathered data. It is also represented as a ambiguous,
time consuming and complex activity related to a research conducted.
5.2 Questionnaire
Questionnaire
A survey On Customer Satisfaction In Banking Services
1. Name -
2. Address -
3. Occupation -
4. Annual Income
5. Name of your Bank – Metro bank, UK
1. Do you believe that your Metro bank provides all your banking needs?
 Yes
 No
 Maybe
2. When do you think of your bank what comes first in your mind?
 Wide branch network
 Customer service
 Core banking
 Personalised service
3. Does your bank offers competitive service charges?
 Yes
 No
 May be
4. Which of the following facilities is given more importance in your Metro bank?
 O/D Facilities
27

 ATM Facilities
 Loan Facilities
5. What type of banking account is owned by you?
 Savings account
 Loan account
 Current account
 Joint account
6. Are you satisfied with your financial transactions with the bank?
 Very satisfied
 Satisfied
 Dissatisfied
7. What is the important goal for which you use the online banking?
 Online bill payments
 Balance check
 Online ticket booking
 Request for cheque book
8. What is your feedback with respect to the bank’s Customer Service Representatives?
 Knowledge regarding products offering
 Banking issues handled quickly
 Good communication skills
 Knowledge about banking services
9. Do you think customer satisfaction can help in improving market position?
 Yes
 No
 Maybe
10. Do you recommend others to make use of services provided by Metro Bank?
 Yes
 No
 Maybe
11. Are you satisfied with overall services provided by Metro Bank?
 Yes
28

 No
 Maybe
12. What is the main issue you experienced with respect to Metro bank?
 Long waiting time in queues
 Reduction in balance without cash payment
 ATM cards get blocked
 No issues
Theme 1 : Metro bank providing all banking needs
Particulars No of respondents
Yes 30
No 10
Maybe 10
Theme 2 : Metro bank has a wide branch network and attractive customer services
Particulars No of respondents
Wide branch network 20
Customer service 20
Core banking 5
Personalised service 5
29

Theme 3 : Bank offers competitive banking services
Particulars No of respondents
Yes 25
No 15
Maybe 10
Theme 4 : Loan facilities are given more importance in Metro Bank
Particulars No of respondents
O/D facilities 10
Loan facilities 25
ATM facilities 15
Theme 5 : Saving accounts are the most obtained services of the Metro bank
Particulars No of respondents
Savings account 25
Loan account 10
Current account 10
Joint account 5
30

Theme 6 : Customers are satisfied with the bank services
Particulars No of respondents
Very satisfied 15
Satisfied 25
Dissatisfied 10
Theme 7 : Online banking is used mainly for payments of bill online
Particulars No of respondents
Online bill payments 20
Balance check 10
Online ticket booking 10
Request for cheque book 10
Theme 8 : Service representatives have good knowledge of banking services
Particulars No of respondents
Knowledge regarding products offering 10
Banking issues handled quickly 10
Good communication skills 10
31

Knowledge about banking services 20
Theme 9 : Customer satisfaction helps in improving market position
Particulars No of respondents
Yes 30
No 10
Maybe 10
Theme 10 : Customers of Metro Bank recommend its services to others
Particulars No of respondents
Yes 30
No 10
Sometimes 10
32

Theme 11 : Customers are satisfied with overall services by Metro Bank
Particulars No of respondents
Yes 35
No 10
Maybe 5
Theme 12 : Long waiting time in queues is a major issue in Metro Bank
Particulars No of respondents
Long waiting time in queues 30
Reduction in balance without cash payment 10
ATM cards get blocked 10
No issues 0
33

CHAPTER 6 : DATA
PRESENTATION AND
ANALYSIS
34

Theme 1 : Metro bank providing all banking needs
Particulars No of respondents
Yes 30
No 10
Maybe 10
Interpretation – This theme was developed by researcher to identify whether or not Metro Bank
is providing all banking needs of their customers. Sample of 50 customers were examined to
determine answer of this question. 30 customers of Metro Bank said agreed that the bank is
providing all the needs or services they required. 10 customers disagreed that it does not provide
all the banking facilities. 10 respondents said that they have no idea regarding the services
provided by Metro Bank. Therefore, it can be concluded from this theme that Metro Bank is
providing each and every kind of services related to banking to their customers that helps it to
retain them and provide high level of satisfaction.
Theme 2 : Metro bank has a wide branch network and attractive customer services
35
Yes
No
Maybe

Particulars No of respondents
Wide branch network 20
Customer service 20
Core banking 5
Personalised service 5
Interpretation – The above them was created in order to determine what is the first thing that
comes in the minds of customers when they think about Metro Bank. According to the options
provided 20 customers said that they think its a wide branch network, 20 respondents said that
customer service is the first thing that they resembles with the bank name. 10 customers said
core banking and 10 stated personalized service. Therefore, this theme of the survey concluded
that Metro Bank has a wide network of branches and a very effective customer service that
attract most of its customers. It has successfully gained a positive image in the minds of
customers with respect to the bank reach and customer services.
Theme 3 : Bank offers competitive banking services
36
Wide branch network
Customer service
Core banking
Personalised service
0
2
4
6
8
10
12
14
16
18
20
Column C

Particulars No of respondents
Yes 25
No 15
Maybe 10
Interpretation – The above questionnaire was developed for identifying competitiveness of
Metro Bank with respect to its banking services. This theme was important for understating the
quality of the services provided by the bank to its customers. 25 out of 50 customers agreed that
the bank is offering competitive services to its customers, 15 respondents said that they do not
think banking services of Metro Bank are competitive. 10 customers said that they are not sure
about the competitiveness of the services provided by the bank. Therefore, it can determined by
this theme that Metro Bank is providing very effective and efficient services and products to
their customers that helps in retaining them and maintaining the satisfaction level among the
employees.
37
Yes No Maybe
0
5
10
15
20
25
Column C

Theme 4 : Loan facilities are given more importance in Metro Bank
Particulars No of respondents
O/D facilities 10
Loan facilities 25
ATM facilities 15
Interpretation - This theme was developed by researcher to identify which of the banking
services in Metro Bank is given more importance. Sample of 50 customers were examined to
determine answer of this question. 10 customers of Metro Bank said that O/D facilities are given
more preference or consideration. 25 customers said loan facilities are given more importance as
compared to other services. 15 respondents said that ATM facilities are given maximum
importance. Therefore, it can be concluded from this theme that Metro Bank is highly focused on
offering effective loan facilities to its customers. It helps in fulfill needs of people due to which
they build strong relationship with the bank.
38
O/D facilities Loan facilities ATM facilities
0
5
10
15
20
25
Column C

Theme 5 : Saving accounts are the most obtained services of the Metro bank
Particulars No of respondents
Savings account 25
Loan account 10
Current account 10
Joint account 5
Interpretation – The above theme was developed in order to identify which type account is
mostly owned by customers in Metro Bank. 25 out of 50 customers said that they have saving
accounts in the bank, 10 customers said that they loan account, 10 respondents stated that they
own current accounts and rest of 5 customers said join accounts. Therefore it can be concluded
form this theme that maximum customers of Metro Bank are using saving accounts services
provided by the bank. The organisation is providing beneficial services related to saving
39
Savings account Loan account Current account Joint account
0
5
10
15
20
25
Column C

accounts that satisfy needs of its customers. But the bank needs to improve services related to
other accounts as well as increase the satisfaction level of customers.
Theme 6 : Customers are satisfied with the bank services
Particulars No of respondents
Very satisfied 15
Satisfied 25
Dissatisfied 10
Interpretation – The above questionnaire or theme was developed by researcher to analyze
satisfaction level of the customers with respect to bank services provided by Metro Bank. 15
customers said that they are highly satisfied with the services provided to them, 25 customers
40
Very satisfied Satisfied Dissatisfied
0
5
10
15
20
25
Column C

said that the services are good and 10 customers stated that they are dissatisfied. Hence, the
response of maximum customers concluded that customers are satisfied with the banking
services offered by Metro Bank. But there are few improvements that are required to make them
more effective
Theme 7 : Online banking is used mainly for payments of bill online
Particulars No of respondents
Online bill payments 20
Balance check 10
Online ticket booking 10
Request for cheque book 10
Interpretation – The another theme was created by research in order to identify what is the main
purpose for customers to use online banking. Respondents provided their views with respect to
the option given to them in the question. 20 out of 50 customers said that they use online banking
41
Online bill payments
Balance check
Online ticket booking
Request for cheque book
0
2
4
6
8
10
12
14
16
18
20
Column C

for making online bill payments. 10 respondents stated that they use it for checking their account
balance.10 customers said that use it for booking tickets and rest of the 10 individuals stated that
they use it to request for cheque book. Therefore, it can be concluded that maximum number of
customers of Metro Bank are using Online banking for making bill payments. It is important to
promote online banking so that customers can use it for multiple purpose.
Theme 8 : Service representatives have good knowledge of banking services
Particulars No of respondents
Knowledge regarding products offering 10
Banking issues handled quickly 10
Good communication skills 10
Knowledge about banking services 20
42
Knowledge regarding
products offering
Banking issues handled
quickly
Good communication skills
Knowledge about banking
services

Interpretation – This theme of survey was developed for collecting the feedback of customers
with regards to customer service representatives of Metro Bank. 10 respondents stated that
representatives have good knowledge related to products offered by the bank. 10 customers said
that banking issues are handled quickly by the customer support of the bank, 10 respondents said
that they have good communication skills. 20 customers stated that customer service
representatives in Metro Bank have good knowledge about banking services offered by the
organisation. Therefore it can be concluded that most of the customers believe that customer
support executives have good knowledge of banking services due to which they are effective in
resolving any issues or problems.
Theme 9 : Customer satisfaction helps in improving market position
Particulars No of respondents
Yes 30
No 10
Maybe 10
43

Interpretation – The above questionnaire or theme was developed in order to identify that
whether or not customer satisfaction helps in improving market position of the Metro Bank. 30
out of 50 customers agreed that customers satisfaction can improve market position of the bank,
10 customers disagreed that it can not help in improving position of the organisation in the
marketplace. The rest of the 10 respondents have no idea regarding customers satisfaction and its
impact on market position. Therefore, it can be concluded that customer satisfaction is an
essential element which can help in improving the position of Metro Bank in the market. Hence,
it is important for the organisation to focus on its quality and performance to improve customer
satisfaction which can assist in obtaining a good and competitive market position.
Theme 10 : Customers of Metro Bank recommend its services to others
Particulars No of respondents
44
Yes No Maybe
0
5
10
15
20
25
30
Column C

Yes 30
No 10
Sometimes 10
Interpretation – The above theme was developed by researcher in order to identify whether or
not customers of Metro Bank recommend its services to others. 30 out of 50 customers said that
they recommend services of the banks to other people such as family members and relatives. 10
customers stated that they do not suggest other to use banking services of Metro Bank to others.
Rest of the 10 respondents stated that they sometimes tell other about using the services of the
organisation. Therefore, it can be concluded from this theme that customers of Metro Bank are
satisfied with its services and they suggest others to use these services or products .
45
Yes
No
Sometimes

Theme 11 : Customers are satisfied with overall services by Metro Bank
Particulars No of respondents
Yes 35
No 10
Maybe 5
46
Yes
No
Sometimes

Interpretation – The above theme was developed by researcher to identify whether or not
customers of Metro Bank are satisfied with the overall services and products offered. 35 out of
50 customers said that they are satisfied, 10 respondents disagreed by saying that they do not
think Metro Bank is providing satisfactory services. Rest of the 5 customers stated that they do
not have much idea as they recently started using banking services offered by Metro Bank.
Therefore it can be concluded form this report that customers are highly satisfied with the bank's
services as it offers various facilities such as internet banking, loan, customer support etc that
helps in making banking transaction effectively and efficiently.
47
Yes
No
Maybe
0 5 10 15 20 25 30 35
Column C

Theme 12 : Long waiting time in queues is a major issue in Metro Bank
Particulars No of respondents
Long waiting time in queues 30
Reduction in balance without cash payment 10
ATM cards get blocked 10
No issues 0
Interpretation – The last theme was developed by researcher in order to identify which is the
major issue or problem faced by customers with respect to banking services offered by Metro
Bank. 30 out of 50 customers said that long waiting time is the major issue faced by them, 10
respondents said that reduction in balance without cash payment is a problem faced by
customers. 10 customers said that blocking of ATM cards is the major problem they face.
Therefore, it can be concluded from this theme that long waiting time in queues is the major
issue faced by Metro Bank, hence it is important to develop effective workforce and sufficient
staff for offering efficient services to their customers so that satisfaction level can be increased.
48
Long waiting time in queues
Reduction in balance without cash payment
ATM cards get blocked
No issues
0
5
10
15
20
25
30
Column C

CHAPTER 7 : PRESENTATION
OF KEY FINDINGS
49

7.1 Introduction
This part of the dissertation includes a summery of above research and findings, it will
discuss elements and results obtained from analyzing data collected with respect to customers
satisfaction and its impact on Metro Bank. It will also include effective recommendations for
increasing customer satisfaction leading towards high profitability and performance.
7.2 Summery of research conclusions
The above research and findings concluded that customers satisfaction is very essential
for Metro Bank, UK as it helps in improving profitability and sustaining competitive position in
the market. It is identified in the results that satisfaction of the customers can be achieved
through high quality services or product offerings. The primary problem in creating an
operational definition with the specific components of customer satisfaction is to clearly find out
the quality of the organisation's business. A widely accepted definition states that Satisfaction is
the fulfilment reaction of the consumer, it refer to the judgement that a service or product
provided a pleasant and adequate level of satisfaction. Banking industry is highly competitive in
currently market condition, in order to sustain a good market position in the market it very
important for the Metro Bank to focus on improving its services so that it can attract maximum
number of customers and increase its market strength. The examination of previous studies
determined that there are three concepts of customer satisfaction – Value, Quality and
Satisfaction.
 Satisfaction - The research identified that satisfaction is essential factor for each and
every organisation or business that assist it to endure its position in the industry. It refer
to the extent at which the requirements of the customers have been met where the
necessity means stated expectations whether implied or obligatory. It is very necessary
for banks to achieve satisfaction of the customers so that it can preserve in the extremely
competitive world. Satisfaction of customers is an evaluation of difference between prior
expectations about a product or services and its actual performance.
 Quality - Quality is the extent to which a group of inner properties such as system,
product or process meet the needs or demands of the customers. These attributes or
characteristics can be physical, sensory, functional, temporal or ergonomic. Quality is
also outlined as conformity to fulfill the requirements or specification as well as fitness
for the goal respectively. It is related to meeting expectations or needs to the customers. It
50

have become a essential portion of our daily lives, it has acquired high attention by many
customers and organizations.
 Value – It is identified that value plays an important role in enhancing the satisfaction
level of the customers,
It is also identified from the secondary research outcomes that Customer satisfaction
results can assist in presenting the present standing or level of satisfaction among the customers.
This usage generally goes beyond reporting statistical information such as range, mean and
standard deviation. The results of customer satisfaction can assist to determine essential needs
and requirement of customers. Identification of specific needs for acquiring satisfaction is useful
at high fundamental level. This research investigation aims at finding applicable components
which contributes to customer satisfaction within the banking industry in context to Metro bank.
Due to the enhancing competition and entry of foreign banks, the banking industry in UK is
fluctuating in terms of services, products,customer contentment etc. It is very apparent that
enhancing competition generally confuses customer while decision making activity. Each and
every bank is utilizing the customer satisfaction instruments, methods and software as it is the
only way that can help in surviving intense competition in the market Moreover, most of the
respondents who took part in the primary research supported that Metro Bank is focus on
improving and managing customer satisfaction level by various services such as savings account,
customer service representatives, online bill payments etc that helps in satisfying customers
banking needs. The research also identified that there is a major issue of long waiting time
queues that needs to eliminated in order to maintain their customers satisfaction. Furthermore,
this research concluded that Metro Bank can use various theories of customers satisfaction to
sustain its position in the banking sector. There are various theories of customer satisfaction
which are identified in the above research as discussed below -
According to the research study it was identified that Assimilation theory is based on dissonance
approach, the Dissonance theory posits that consumers make some type of cognitive comparison
between expectations related the product and perceived performance of product. It is also
determined that Expectation dis-confirmation theory is one of the preferable theories to examine
the level of customer satisfaction in banking industry. Expectation dis-confirmation theory
defines that each and every consumer has various pre-purchase expectations related to the
products or services they are purchasing
51

CHAPTER 8 – RECOMMENDATIONS OR
CONCLUSION
52

Satisfaction of customers is an evaluation of difference between prior expectations about
a product or services and its actual performance. It is how customers react towards the state of
satisfaction and the way they judge the level of satisfaction. The research demonstrates that there
is a great need of strategic planning for increasing the level of satisfaction among the customers.
In order to increase the satisfaction level of their customers Metro Bank can improve their
services and product offerings. It can help in obtaining competitive advantages to achieve good
market position and develop a huge customer base. The various recommendations for Metro
Bank are as discussed below - Internet banking – Internet banking is one of the most beneficial element for both
customers and organisation. Online customer service is a new channel and important
channel for Metro Bank in order to support online system. Online customer services the
most useful instrument for not only customers but also for the bank itself. Although, the
numbers of users utilizing Internet Banking is very limited, Metro Bank should focus on
promoting the significance of Internet Banking and online customer service for the
advantage of time and cost saving, quick response to complaints, convenience etc to the
customers. It can help effectively to increase customer satisfaction level and attract many
customers to use banking services offered by Metro Bank. Improving loan facilities – As identified through the survey customers of Metro Bank
are not much linked with loan accounts. Customers are highly attracted towards bank
with easy loan options. As the need for money can arise anytime people ensure that they
have accounts in banks which can provide them financial support as and when needed.
Therefore, it is very essential for Metro Bank to improve their loan facilities by making
effective changes in their policies and process. Responsiveness – According to the primary research conducted it has been determined
that customers of Metro Bank are not much satisfied with the issue handling ability of the
organisation. Therefore, it is important for Metro Bank to improve their responsiveness to
customer's issues or problems. The organisation should focus on increasing the sufficient
customer service staff for coping with the online customer services. It can be helpful if
the staff is organized properly, for example the customer service representatives handling
phone calls should not be involved in web chats. There should be different teams for
replying chats and phone calls as it can increase the rate of response for problem solving
53

process. Other than this Metro Bank should also upgrade the network and systems, &
enhance global bandwidth, mainframe host capacity, servers and the system storage
capacity for supporting the increasing demand of the bank customers and internet
banking users in future. Mean of ease – The mean of easy of use is also very essential factors that affects
satisfaction level of the customers. Metro Bank somehow managed to provide easy and
efficient services to their customers but there are certain improvements it can make for
providing more effective facilities. The bank should provide the instructions regarding
major services related to internet banking for example checking balance, guideline for
money transfer or stopped check etc. Each processes and services plays a major role in
achieving high level of customer satisfaction and achieve the organizational goals or
objectives.
 Strong workforce- As the demand of banking services is increasing with increase in its
users it is necessary to ensure customers needs are being fulfilled in an effective manner.
The primary research identified that Metro Bank customers are facing issues related to
long waiting time queues at banks as well as ATMs. It can be a major reason that can
influence their customers for switching to other banks' services. Therefore, Metro Bank
should make sure that they are hiring sufficient employees to perform day to day
activities in the banks so that customers does not need to wait for longer time in the
processes. Staff needs to be adequate in number to handle many customers at a time.
Alongside, it is also essential for Metro Bank to increase the number of their ATMs so
that customers can use services efficiently and easily.
54

9. REFERENCES
Books and Journals
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Science & Business Media.
CASAS‐ARCE, P.A.B.L.O., Lourenço, S.M. and MARTÍNEZ‐JEREZ, F.A., 2017. The
Performance Effect of Feedback Frequency and Detail: Evidence from a Field
Experiment in Customer Satisfaction. Journal of Accounting Research, 55(5), pp.1051-
1088.
Creswell, J.W. and Poth, C.N. 2017. Qualitative inquiry and research design: Choosing among
five approaches. Sage publications.
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planned behavior and the customer satisfaction theory. Transportation, 44(5), pp.1021-
1042.
Gast, D.L., 2009. Single subject research methodology in behavioral sciences. Routledge.
Hill, N. and Alexander, J. 2017. The Handbook of Customer Satisfaction and Loyalty
Measurement. London: Routledge.
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measurement. Routledge.
Hill, N. and Brierley, J. 2017. How to Measure Customer Satisfaction. London: Routledge.
Kothari, C.R., 2014. Research methodology: Methods and techniques. New Age International.
Koul, L., 2009. Methodology Of Educational Research, 4Enew E. Vikas publishing house PVT
Ltd.
Lee, K., Madanoglu, M., Ha, I.S. and Fritz, A., 2018. The impact of service quality and
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pp.1-13.
Lewis, S. 2015. Qualitative inquiry and research design: Choosing among five
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(CBVBP), customer satisfaction and brand loyalty in the online banking
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Perry, C., 1998. Processes of a case study methodology for postgraduate research in
marketing. European journal of marketing, 32(9/10), pp.785-802.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
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Operations & Production Management, 37(1), pp.105-123.
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Press.
Ritchie, J., Lewis, J., Nicholls, C.M. and Ormston, R. 2013. Qualitative research practice: A
guide for social science students and researchers. Sage.
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001-009.
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Retail Banking Market Investigation. [Online]. Available at:
https://assets.publishing.service.gov.uk/media/555dc4fde5274a74ca000013/
Metro_Bank_case_study.PDF [Accessed on: 07 May 2018].
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APPENDIX
Questionnaire
A survey On Customer Satisfaction In Banking Services
6. Name -
7. Address -
8. Occupation -
9. Annual Income
10. Name of your Bank – Metro bank, UK
Do you believe that your Metro bank provides all your banking needs?
 Yes
 No
 Maybe
When do you think of your bank what comes first in your mind?
 Wide branch network
 Customer service
 Core banking
 Personalised service
Does your bank offers competitive service charges?
 Yes
 No
 May be
Which of the following facilities is given more importance in your Metro bank?
 O/D Facilities
 ATM Facilities
 Loan Facilities
What type of banking account is owned by you?
 Savings account
58

 Loan account
 Current account
 Joint account
Are you satisfied with your financial transactions with the bank?
 Very satisfied
 Satisfied
 Dissatisfied
What is the important goal for which you use the online banking?
 Online bill payments
 Balance check
 Online ticket booking
 Request for cheque book
What is your feedback with respect to the bank’s Customer Service Representatives?
 Knowledge regarding products offering
 Banking issues handled quickly
 Good communication skills
 Knowledge about banking services
59

APPENDIX 2 :
Bath Spa University Research Ethics Approval Form
Programme and/or module Business and management project
Title of the proposed
research project:
Comparative study off customer satisfaction in UK bank
Case study metro
Number and type of
proposed participants
Researchers are often focused on the aims and outcomes of
my work, but it is also important that the way in which i go
about collecting my data is ethically sound. Underlying this
is the idea that my research should minimise the risk of
harm to those who take part in it have spoken to customers
in the branch and also have meeting with the manager at
the branch
How is permission being
sought from the participants
and/or their parents/carers?
If you’re a UK, EEA or Swiss National Proof of identity: A valid
passport / EU national ID card or UK driving licence is ideal. In most
cases that is all they will need. But if you are a parent or a carer under
18 years old what they will need is, to come in the store with a parent
or guardian. They’ll need to provide the documents listed below which
are the following 2 for themselves, plus one of the following:
 your valid passport
 your birth certificate
 your NHS Medical Card
 your Child Tax Credit documentation or Child
Benefit documentation (if applicable)
How is participants’
anonymity to be preserved?
From helping define Metro Bank’s brand values I have
discovered hiring its inaugural employees and ensuring
that the bank’s staff deliver daily customer delight
Describe the research
methods proposed (e.g.
My research method was more based on interviewing
customers in the branch I would more say asking question
60

interviews, classroom
observations)
because interview was only with the branch manager
List the ethical issues and
potential risks associated
with the research methods
outlined above (e.g.
confidentiality) and how you
propose to deal with each of
these.
With help of efficient selection of research design, the
relevant and authentic information can be gathered with
respect to the research subject
Describe how your findings
will be reported or
disseminated
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
I have read the University’s
Process and Procedure for
the Approval of Research
Activity
(please sign and date)
Yes I have read and understood 9/05/2078
Ethical Review of Research Projects – Checklist
Supervising Tutor/ Director of Studies Approval level required
a) proposals using human participants for research YES NO
61

b) proposals for research that intends to use undergraduate students as participants YES NO
School Ethics Sub-Committee approval required
c) procedures involving any risk to a participant’s health (for example intrusive
physiological or psychological procedures
YES NO
d) research involving the donation of bodily material, organs and the recently
deceased
YES NO
e) proposals which involve financial payments or payments in kind to participants
above reimbursement of expenses;
YES NO
f) proposals wishing to use children under the age of 16 or those over 16 who are
unable to give informed consent (e.g. people with learning disabilities; see Mental
Capacity Act 2005) as participants
YES NO
g) research proposals to be carried out by persons unconnected with the University,
but wishing to use staff and/or students as participants
YES NO
h) proposals which investigate existing working or professional practices at the
researcher’s own place of work (including staff surveys)
YES NO
i) research where the safety of the researcher may be in question; YES NO
j) proposals which require participants to take part in the study without their
knowledge and consent at the time;
YES NO
k) research involving prisoners and young offenders. YES NO
University Ethics Sub-Committee approval required
l) research involving access to records of personal or sensitive confidential
information, including genetic or other biological information, concerning
identifiable individuals;
YES NO
m) surveys, questionnaires and any research, the nature of which might be offensive,
distressing or deeply personal for the particular target group;
YES NO
62

Supervising Tutor/Director of Studies/Director of Research use only:
Comments on the ethical
issues raised by the
proposed research:
Either: I am satisfied that the ethical issues raised by
the proposed research project have been
addressed and give approval for the project to
go ahead
Or: The ethical issues raised by the proposed
research project require referral to the School
63

Ethics Sub-Committee.
Signature and
Date:
A copy of this form should be sent to the Director of Research in the School
64

School Ethics Sub-Committee Use Only:
Comments on the ethical
issues raised by the
proposed research and how
well they have been
addressed
Either: I am satisfied that the ethical issues raised by
the proposed research project have been
addressed and give approval for the project to
go ahead
Or: The ethical issues raised by the proposed research
project have not been adequately addressed
and require re-submission to the committee.
Or: The ethical issues raised by the proposed
research project require referral to the
University Ethics Sub-Committee.
Signature and Date:
(Chair of School level
65

committee)
A copy of this form should be retained by the Director of Research in the School
66

University Ethics Sub-Committee Use Only:
Comments on the ethical
issues raised by the
proposed research and how
well they have been
addressed
Either: I am satisfied that the ethical issues raised by
the proposed research project have been
addressed and give approval for the project to
go ahead
Or: The ethical issues raised by the proposed research
project have not been adequately addressed
and require re-submission to the committee.
Signature and Date:
(Chair of University
Ethics Sub-Committee)
67