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Service Quality Delivery and Its Impact on Customer ...

International Journal of Innovation, Management and Technology, Vol. 1, No. 4, October 2010. ISSN: 2010-0248. Service Quality Delivery and Its Impact on Customer Satisfaction in the Banking Sector in Malaysia Jayaraman Munusamy, Shankar Chelliah and Hor Wai Mun certain style, then select the appropriate name on the style Abstract In any business to- Customer (B2C) type of menu. The style will adjust your fonts and line spacing. environment, satisfying a Customer is the ultimate goal and objective. More often than not, it can be quite an issue. This is II. INDUSTRY. perhaps due to the fact that organizations sometimes do not really understand of what actually goes on in a Customer 's mind.

on that, the functions of Bank Negara are carried out within the context of promoting economic growth, plus a high level of employment, maintaining price stability and finally, a reasonable balance in the country's international payments position, eradicating poverty and restructuring society. In particular, the Central Bank ensures that the ...

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1 International Journal of Innovation, Management and Technology, Vol. 1, No. 4, October 2010. ISSN: 2010-0248. Service Quality Delivery and Its Impact on Customer Satisfaction in the Banking Sector in Malaysia Jayaraman Munusamy, Shankar Chelliah and Hor Wai Mun certain style, then select the appropriate name on the style Abstract In any business to- Customer (B2C) type of menu. The style will adjust your fonts and line spacing. environment, satisfying a Customer is the ultimate goal and objective. More often than not, it can be quite an issue. This is II. INDUSTRY. perhaps due to the fact that organizations sometimes do not really understand of what actually goes on in a Customer 's mind.

2 In Malaysia, the banking industry is substantially backed As such, this predicament has provided as a challenging task to by the commercial banks, investment banks, and Islamic most business conglomerates that places strong emphasis on banks. Together, they represent as the primary mobiliser of Customer relations. Although many researches and studies were funds and as the main source of financing to support the conducted on the actual working of the Customer 's mind, till national economic activities. Meanwhile, the non-banking today it is a still a mystery. Therefore, this research focused on the measurement of Customer satisfaction through Delivery of financial intermediaries, comprising development financial Service Quality in the banking sector in Malaysia.

3 A quantitative institutions, provident and pension funds insurance research was used to study the relationship between Service companies, and takaful operators, complement the banking Quality dimensions and Customer satisfaction. Assurance has institutions in mobilising savings and meeting the financial positive relationship but it has no significant effect on Customer needs of the economy. Banking policies, rights and satisfaction. Reliability has negative relationship but it has no guidelines comes under the purview of the central bank or significant effect on Customer satisfaction. Tangibles have positive relationship and have significant Impact on Customer commonly known as bank Negara.

4 Guided by the principle satisfaction. Empathy has positive relationship but it has no that it should act only in the economic interest of the nation, significant effect on Customer satisfaction. Responsiveness has this bank should not profit as a primary consideration. Based positive relationship but no significant Impact on Customer on that, the functions of bank Negara are carried out within satisfaction. The study highlights implications for marketers in the context of promoting economic growth, plus a high level banking industry for improvement in Delivery of Service of employment, maintaining price stability and finally, a Quality .

5 Reasonable balance in the country's international payments Index Terms Assurance, Empathy, Reliability, position, eradicating poverty and restructuring society. In Responsiveness, Tangibles. particular, the central bank ensures that the availability and cost of money and credit in the economy are consonant with I. INTRODUCTION national macroeconomic objectives. In this respect, the bank The objective of this paper is to seek and measure the level acts as the banker for currency issue, keeper of international of Customer satisfaction and services rendered in the banking reserves and safeguarding the value of the ringgit, banker and industry in Malaysia.

6 As a matter of fact, many banks financial adviser to the Government, agency responsible for subscribe to the fact that high Customer satisfaction will lead monetary policy and management of the financial system and to greater Customer loyalty (Yi, 1991; Anderson and Sullivan, banker to the banks. As Malaysia practices the `open 1993; Boulding et al., 1993) which, in turn, leads to future enterprise' policy, banks in the country are free to compete revenue (Fornell, 1992; Bolton, 1998). For that matter, many against one another. However, there remains a deep concern organizations (including banks) that resorted to having on what kind of pull that these banks can Impact upon their superior Service Quality have been found to be market leaders customers in order to entice and retain their customers.

7 In terms of sales and long-term Customer loyalty and Moving from a product and sales philosophy to a marketing retention (Anderson and Sullivan, 1993; Boulding et al., philosophy gives the bank a better chance to beat the 1993; Eklo f and Westlund, 2002). Examples of such banks your manuscript electronically for include Hongkong & Shanghai bank (HSBC), Standard & review. Chartered (Stand Chart), Citi bank , just to mention a few. Highlight a section that you want to designate with a III. PROBLEM STATEMENT. This paper, at the same time provides a brief review of Manuscript received August 18, 2010. some of the relevant approaches that have been used for the Jayaraman Munusamy is an Associate Professor at Limkokwing measurement of Customer satisfaction.

8 It then discusses University of Creative Technology. E-mail: different views that have been developed in relation to the Shankar Chelliah is a lecturer at the School of Management, Universiti transferability of satisfaction measures across industries and Sains Malaysia. E-mail: 398. International Journal of Innovation, Management and Technology, Vol. 1, No. 4, October 2010. ISSN: 2010-0248. outlines the research questions addressed in this investigation. Customer base also experience higher economic returns (aker One of the main problems faced by consumers when it comes and Jocobsson, 1994; Bolton, 1998; Yeung et al.)

9 , 2002). to banking is issue of the banking hours being too rigid and Consequently, higher Customer satisfaction leads to greater not flexible. Usually, most banks operating hours are from Customer loyalty (Yi, 1991; Anderson and Sulivan, 1993. Mondays to Fridays begins operation from - Boulding et al., 1993) which in turn leads to higher future Prior to this, banks used to operate services beginning from revenue (Fornell, 1992; Bolton, 1998). For that matter, many 10 am in the morning and ending at 4 pm from Mondays to market leaders are found to be highly Fridays, but due to consumer demand, the trend changed, superior- Customer - Service orientated.

10 They have been with the banks beginning services an hour earlier. Despite rewarded with high revenue and Customer retention as well. the practice of beginning services half-an-hour earlier, some For that matter, organizations in the same market sector are banks that are positioned in shopping malls and department compelled to assess the Quality of the services that they stores will still have to open for Service at 10 am, as the provide in order to attract and retain their customers. shopping malls and department stores open up for business. Apparently, many researchers conceptualize Customer Besides the banking hours, other issue consumers also are satisfaction as an individual's feeling of pleasure (or facing in queuing up at some banks.)


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