research on Pakistani banks

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analyze the services of employee according to customer prospective

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research on Pakistani banks

  1. 1. .
  2. 2. Measuring Banks Service Attitude: An approach to employee and customer acuities
  3. 3. Measuring Banks Service Attitude The purpose of this study was to measure Pakistani banks service attitude by assessing the perceptions of banks employees and customers
  4. 4. Literature Review Some related Articles which were reviewed by researcher are…  G. Malik (2012) A comparative study on the service quality and customer satisfaction among private and public banks in India.  K. Omar S (2011) • Interrelations between Service Quality Attributes, Customer Satisfaction and Customer Loyalty in the Retail Banking Sector in Bangladesh.
  5. 5. Literature Review .An Analysis of the Customer Satisfaction: A CaseStudy of Bank Service, (H. Sihombing, P. Chidambaram, and K. Rassiah 2012) .Measuring Service Quality using SERVQUAL Model: A Study on PCBs (M. Mizenur R, Md. Abdullah, and A. Rahman, 2011)
  6. 6. Methodology This study has been conducted using survey methodology five dimensional instrument SERVQUAL and questionnaire. This study was adopted from Agha Tahir Ijaz & Asghar Ali ( jan-feb 2013).
  7. 7. Sample Size For this study select the 5 banks of Lahore randomly which were working under the head of state bank of Pakistan  100 employees select ( 20 from each bank)  200 customers select (40 from each bank)
  8. 8. Continued • 300 Questionnaires were distributed out of which 275 respond.22 questions adopted on 5 dimensions (1-4 Measure tangible, 5-9 reliability, 10-13 responsiveness 14-17 assurance 18-22 empathy) from Agha Tahir Ijaz and Asghar Ali (Jan-feb 2013).
  9. 9. Reliability measures for services quality dimensions Service quality dimensions Cronbach ‘s Alpha value Pre-testing Complete study 1. Tangible 0.7634 0.7988 2. Reliability 0.7344 0.7586 3. Responsiveness 0.7323 0.7833 4. Assurance 0.6973 0.7231 5. Empathy 0.7122 0.7433 All the dimensions are above acceptable value of Cronbach’s alpha which is above 0.60
  10. 10. Framework Of The Study Bank services quality measure assessment Services quality dimensions Employees perceptions Assessment by customer’s Perceived difference Implications for banks for services quality Employees development
  11. 11. Demographics categories frequencies Percentages (%) Gender Male female 180 10 94.7 5.3 20 and Below 21 - 30 31 - 40 41 - 50 50 and Above 5 106 52 20 7 2.6 55.8 27.4 10.5 3.7 Affiliation of Bank 0-5 Years 6 - 10 11 - 15 Above 15 108 55 20 7 56.84 28.94 10.55 3.67 Account type Current A/C PLs A/C Student Other 82 96 9 3 43.2 50.5 4.7 1.6 Age Demographics Profile Of customers
  12. 12. Demographics categories frequencies Percentages (%) Gender Male female 68 17 80 20 20 and Below 21 - 30 31 - 40 41 - 50 50 and Above 0 48 22 13 2 0 56.5 25.9 15.3 2.4 Banking experience 0-5 Years 6 - 10 11 - 15 Above 15 41 18 15 8 48.2 21.2 17.6 9.4 Qualification Graduation Master MS 13 71 1 15.3 83.5 1.2 Age Demographics Profile of banking employees
  13. 13. Comparison of service quality dimensions by customers and employees S.Q dimension Respond ents Tangible N Mean SD MD T-value Sig(2tailed) Customer 190 Employee 85 3.801 4.229 0.592 0.510 -0.428 -5.551 0.000* Customer 190 3.636 0.513 -0.614 -8.242 0.000* -0.766 -8.418 0.000* -0.332 -3.890 0.000* -0.593 -7.580 0.000* Reliability Employee 85 Customer 190 Responsive ness Employee 85 Customer 190 4.251 3.453 0.509 0.433 4.220 0.520 3.852 0.430 Assurance Employee 85 4.185 0.432 Customer 190 3.590 0.558 Empathy employee 85 *p<0.05 4.183 0.456
  14. 14. Comparison of service quality dimensions by Gender (customers) S.Q dimension Respond ents N Mean SD MD Tangible Male female 180 10 3.818 3.500 0.590 0.577 Male 180 3.652 0.599 Male 1.521 0.130* 2.199 0.029* 3.316 0.001* 0.169 0.866* 0.408 0.554 10 2.975 0.551 180 3.888 0.441 Assurance female 10 3.200 0.402 Male 180 3.592 0.592 Empathy female *p<0.05 0.099* 0.505 3.360 3.480 1.660 0.032 Responsive ness female 10 180 0.318 0.688 female Male Sig(2tailed) 0.292 Reliability T-value 10 3.560 0.478
  15. 15. Comparison of service quality dimensions by Gender (employees) S.Q dimension Respond ents N Mean SD MD T-value Sig(2tailed) Tangible Male female 68 17 4.202 4.338 0.514 0.467 -0.136 -0.851 0.397* Male 68 4.225 0.463 0.020 0.145 0.885* -0.055 -0.307 0.759* -0.025 -0.144 0.0.886* 0.023 0.137 0.891* Reliability female Male Responsive ness female Male 17 68 4.235 4.209 0.293 0.417 17 4.264 0.347 68 4.180 0.373 Assurance female 17 4.205 0.287 Male 68 4.188 0.431 Empathy female *p<0.05 17 4.164 0.347
  16. 16. Finding about customers • After this study we find that the majority of customers were male (94%) and most of the customer ages are 21 – 30 years (55.8%) affiliation of customer with their .The majority was affiliated from 0 - 5 year (56.84%) and mostly customers operate the P&Ls account (50.5%)
  17. 17. Finding about employees • Most of the employees were male (80%) and majority of employees ages are 21 – 30 year (56.5%). According to experience majority of employees 0 – 5 year. • Master degree employees are (83.5%).
  18. 18. Independent t-test Comparison between customers and employees Dimensions Customers “ Mean ” Employees means Tangible 3.801 4.229 Reliability 3.636 4.251 Responsiveness 3.453 4.220 Assurance 3.852 4.185 Empathy 3.590 4.183. • It is clear that in all the dimensions of service quality as perceived by customers and employees of Pakistani banks, significant difference was found, which shows the actual picture of employees performance.
  19. 19. Analysis of dimension by Gender Analysis of service quality dimension, by gender only in responsiveness, and assurance difference was found, in all other dimension, no significant difference of opinion was found; an interesting thing here is that females‘ customers of Pakistani banks, are very low, as compared to male customers. By analyzing gender in employees' perspective, no significant difference was found in their perceptions, in all the dimensions of service quality of Pakistani banks.
  20. 20. Conclusion Service quality, a measure of organizational excellence and customer satisfaction, is a prominent area of research especially in the services sector. This research persuaded three research questions.  First, was to know the perceptions of employees' and customers', in terms of five dimensions  Second compare the perceptions of both the respondents, in order to know the difference  Third, research question was to know the significant difference of opinion in terms of back ground variables of the study
  21. 21.  Investigated the perceptions of branch managers, employees and customers of commercial banks in Pakistan ' in term of five dimensions.  significant difference was found among perceptions of managers, employees, and customers. Service quality and customer satisfaction was also correlated positively.  In all the demographics, no significant difference of opinion was found in the opinion of male, and female customers, and employees of Pakistani banks.
  22. 22. Recommendation • Banks should focus on customer oriented service quality initiatives in order to survive in the financial market as competition is expanding day by day, Employees' training regarding service quality along with strategic measure are recommended to banks to reduce the gap of perceptions between employees and customers because service quality is considered an integral part of performance of banks.

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