Study Of Customer Satisfaction On Smart Banking In Citibank

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Study Of Customer Satisfaction On Smart Banking In Citibank
Submitted to
Mr. Fong Chong Fatt & Ms . Shila Singh
Master of Business Administration
2012-2014
Submitted by:
AJAY CHOUDHARY
MBA (COHORT 7)
Student ID: G1106469N
UOW ID: 21095884

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University of Wales, Newport
UOW ID 21095884
AEC ID G1106469N
Institution University of Wales, Newport
Course Masters (MBA)
MBA Pathway Generic MBA
Subject Study Of Customer Satisfaction
On
Smart Banking In Citibank
Tutor Consulted Mr. Fong Chong Fatt
Ms . Shila Singh
Date of submission 6th January 2014

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Abstract
As per the market shrink companies are scrambling to boost up the customers satisfaction and
keep their current customers rather than devoting additional resources to chase for potential new
customers. The claim, which it cost about five to eight times as much to get new customer than to
hold on to old ones is the key to understanding the drive towards benchmarking and racking
customer satisfaction. Measuring customer satisfaction is a relatively new concept to many
companies that have been focused exclusively on the income statement and also balance sheets.
Companies are now recognize that the new global economy has been changed things forever.
Increased competition, crowded markets with little products differentiation and the year of
continual sales growth followed by two decades of flattened sales curves have indicated today
sharp competitors that their focus must be change.
It is not a surprise to find that market leaders who actually differ from the rest of industry in that
they are designed to hear the voice of customer as well to achieve customers satisfaction.
Customer satisfaction drives successful private sector businesses and high performing businesses
have developed principle/strategies to achieving the customer satisfaction.
In the process of generating this thesis, the researcher discovers literatures that are very
interesting and descriptive, which should be good enough material for an introduction to the topic
of customer satisfaction and its research study. Methodology of research study was formed after
referring and selecting from various kind of methods recommended for research study.
In anyhow, this research study has resulted as well opportunity for Citibank to go through the
analysis and its outcome to assist Citibank in planning, performing and carry out findings from
this in order to seek opportunity for running a better an smoother banking operations in Citibank.

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Acknowledgement
First and foremost, I wish to express my heartfelt gratitude to Mr. Fong Chong Fatt & Ms. Shila
Singh. Thank you so much for your knowledgeable helpful guidance throughout the dissertation.
Mr. Fong Chong and Ms. Shila Singh, present and made knlowledgeable research easy learning and
beautiful comfortable environment to communicate. Thank you for your professionalism and
prompt actions and encouragements. Thank you so much for all the feedbacks and your guidance
in the classes of research methodology.
Your patience and experience of professionalism speaks for itself.
Special greetings from my family members, fellow classmate for encouragement and support
while course of study.

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Table Of Contents
Series Number Content Page
ABSTRACT
ACKNOWLEGEMENT
TABLE OF CONTENTS
LIST OF FIGURES
Chapter 1 DISSERTATION TITLE 2
Introduction – FOCUS 2
Aim 2
Objectives 2-3
CONTEXT 3
Chapter 2 LITERTATURE RIEVIEW 3-4
Chapter 3 RESEARCH METHODOLOGY ANDTHEORETICALFRAMEWORK 4
5.1 Theoretical Framework 4
5.2 Primary Research 4
5.3 Research Methodology 4
5.4 Questionnaire design 5
5.5 Administrative of questionnaire 5
5.6 Primary data 5
5.7 Secondary data 5
5.8 Data Collection 5
5.9 Data presentation, Analysis and Findings 6
Chapter 4 Conclusion and Recommendations
Ethical Consideration and Issues 6-7
References 7-8
Time Plan 9

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List of figures-
1) Figure 1.1 Summary
2) Figure 2.1- Customer Philosophy
3) Figure 2.2: Customer loyalty leads to customer satisfaction (Mike SC Haffner. 2006)
4) Figure 2.3: Customer Satisfaction Profit Chain (Helmeke, Toddm.. 1993)
5) Figure 2.4 : Customer Satisfaction study
6) Figure 3.1- Sources- collection of data for this thesis
7) Figure 4.1- How much satisfied are you with the way we
8) Figure 4.2- The time taken to answer the telephope by members of staff
9) Figure4.3- The way staff members answer your call
10)Figure 4.4- Clear voice of staff members
11)Figure4.5- Ease to reach the staff you want to speak with
12)Figure 4.6- How quickly respond your enquiry after understanding
13)Figure 4.7 When did you last time phone us
14)Figure 4.8 -The time taken to respond your letter by members of staff
15)Figure 4.9- How easy to read and understand our letters
16)Figure 4.10-How clearly answers our reply letters to your enquiry
17)Figure 4.11- In the past six months, do you have experienced of the following issues?
18)Figure 4.12-The way your complaint was handle by Citibank staff
19)Figure 4.13 - The person who going to be sorted out your complaint
20)Figure 4.14- To follow up the contact received by you
21)Figure 4.15 – Knowledge about the services that we offer
22)Figure 4.16 – Able to give good advice to customers
23)Figure 4.17 – Able to give 100% of attention to their customers
24)Figure 4-18 – Pleased to be assisting you on line
25)Figure 4-19 – Smart and professional strategy
26)Figure 4.20 – The level of privacy that we offer in the branch
27)Figure 4.21 – The cleanliness of the Citibank branch
28)Figure 4.22 – How your enquiries are passed through between staff
29)Figures 4.23 – How often are you had to be in queue?
30)Figure 4.24 – How long you have been to queue
31)Figure 4.25 – Our efforts to reduce the time of queuing
32)Figure 4.26 – How quickly our cashiers carry out customer’s instructions

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33)Figure 4.27 – To being open
34)Figure 4.28 – To being clean and tidy
35)Figure 4.29 – Providing of the readable printout
36)Figure 4.30 – When were you last in the branch of Citibank
37)Figure 4.31 – Recommend this bank through your friend or relative
38)Figure 4.32 – Remain a customer of this bank
39)Figure 4.33 – To buy another product or service from this bank
40)Figure 4.34 – Have you actually recommended Bank X to a friend or any relative
41)Figures 4.35 - Overall, how satisfied are customers with the service receive
42)Figure 4.36 – Over the last past year, has our service

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1.1 DISSERTATION TITLE-
1.2 FOCUS :
1.2.1 Aim-The aim of this research is to find and study the level of customer satisfaction in
Citibank smart banking. Research targeted is to find out and investigate about smart banking at
Citibank that is based on the proposal of the purpose of the study, whichhelps to determine the
level of customer satisfaction in Citibank smart banking. The scalability of this research would be
vary from the customer as respondents on a random basis of distribution of questionnaires. As a
part of this research, we would go through the Citibank Malaysia banking group. In the year of
2010 with the yearly increasing of cards as well loans of customers help toachieved pre-tax profit
of RM 834 million but on the other hands also facing the customer expectations that rising sharply
while loyalty is falling.This research implements on the smart banking that actual improved the
system of banking, processed and overall improvement of the customer satisfactory for Citibank
(Citibank 2011).
1) To evaluate the customer satisfaction level on Citibank banking efficiency that delivers
to customer- Citibank must have to aim higher than the mere type of achievement for their
customer satisfaction. Satisfaction is a simple state in that customers’ expectations are met; it
is the lowest denominator of service in the industry of banking. Moreover, delight happens
when expectations are going to be exceeded. With customers placing greater demands, and
competitive market forcing banks to accede to them, expectation of customer is a moving
target, and one that banks must take adequate measures to empower their employees to
constantly exceed. (Evangelos Tsoukatos 2007)
2) Is there a method of review and assessment being carried out in overall perception
towards the customer services of Citibank banking?
Customers of the bank express their satisfaction in many kind of ways. When ever they are
satisfied, they all are mostly say nothing but return again and again to buy or use more. When
we are going asked how they feel about a our bank services or its products in open-ended
questioning they respond with anecdotes and may use terminology like as delighted,
extremely satisfied, very dissatisfied etc. Collecting of the motleys variety of adjectives
together from an open ended responses would be problematical in a large survey. To
overcome out of this problem, market researchers ask people to explain a company using

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verbal or numeric scales with words that measure attitudes. In customer satisfaction research
we are seeking the views of customers on a wide variety of issues that will shows how the
company is performing and how it can be going to improve. (Paul Hague and Nick Hague 2013)
Customers who are facing staff in the banking organisation will be able to help at the early
stage of working out following attributes to measure-
a) In the product-
 Quality products by organization
 Durability of the product
 Innovative Design of the product
 Consistency of quality
 Wide range of products
 Product Processibility
b) In Delivery
 Delivery of order on time
 Fast delivery
c) By Staff and service-
 Courtesy from the sales staff
 Availability of representative
 Knowledge of representative
 Returning calls of reliability of
 Friendliness nature of the sales staff
 Resolution of complaint
 Responsiveness to enquiries by customers
 After sales of the service
 Technical service of an organizations
d) From the area of company-
 Reputation of the organization
 Ease of doing business
 Clarity of an invoice
 Invoices on time

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e) Price of the organization as in the market-
 Price of Market
 Total cost of use
 Value for money
(Paul Hague and Nick Hague 2013)
3) To ascertain what is the mode of evaluation, is why did customer select Citibank as
choice of bank instead of other local banks?
Citibank must have to be take a good look at their customer base, to examine what actually
customers need, that customers would like to retain as well sell off non profitable parts of the
business. In this new era banking world, focusing on the profitable both as in terms of
customers and products that could gain a competitive advantage on the high street. Some
customers are interested in particular products so bank should have take this opportunity to
re-examine their products and services to truly differentiate from competition. (Citibank 2012)
4) Last but not least, what are the factors that would findout in order to achieve the
objective stated? And what has been proposed to guide the direction of this study-
Customer satisfaction is the backbone for all banks to stay competitive, as the customer is the
main source of income for an organization like Citibank. Islamic and conventional banking
systems are considered as the rival systems working in the same industry. In order for
Citibank bank to compete successfully with others conventional banks, Islamic banks must
give extremely high consideration to their primary customers.
We are also aiming to evaluate the methods of review and assessment being carried out in overall
perception towards the customer services of Citibank. In the sector of banking business every part
connected and to create the value of the customers that focuses to study on the factors that
determine in order to achieve the objectives in this highly competitive market. To study and
research about the market, customer behavior and satisfaction, analyzing the data will give the
mode to evaluate how customer can select the Citibank as choice of bank instead of other banks
(Barlow, J., Maul, D. 2000).

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1.2.2 Objective- The overall objective of this research is to arriveat some final conclusion that can
be acted upon for better customer satisfaction in the future that can be influenced to running the
business operation.
Key objectives are as follows-
 To identify general patterns of the customer priorities and their satisfaction that
completely based on descriptive statistics-
Customer satisfaction brings a modern approach to quality of Citibank and also serves the
development according to their customer satisfaction aspects. In this we discuss customer
priorities and their satisfaction based on descriptive statistics (H Naeem 2009).
 Based on findings to determine the satisfaction index of the weighted customer-
This represents the Customer Satisfaction Index (CSI) of Citibank that actually computes
the customer satisfaction on smart banking. CSI serves as a quantitative benchmark of the
quality of services and produce goods by the Citibank (Kotler 1994).
Customer Service Factors are as follows;
a) Convenience b) Customer Care c) Transactions, Methods & Systems d) Pricing e)
Products & Services.
 To identify the gaps of satisfaction and dissatisfaction of the customers-
In this report we highlight the satisfaction and dissatisfaction of the customers that can be
experienced in a variety of situations as well connected to both services and goods. The
analysis of customer satisfaction conducted via survey, observations, interviews and also
by questionnaires of Citibank (E Cengiz - 2010). Dissatisfaction is clearly meant to be the
fundamental reason for customer decay, but what kind of causes really makes customer
dissatisfaction? A considerable amount of research study has been undertaken in this area
in recent years and the outcome is the theory of ‘satisfaction gaps’. The overall gap that
results in a dissatisfied customer is the gap in between the expectations and experience,
but the main root cause of dissatisfaction can usually be traced back to one of five earlier
gaps such as promotional, understanding, procedural, behavioral and perception. (Nigel
Hill and Jim Alexander, 1985)
 Evaluate the priorities for improvement satisfaction in banking-
In depth study of the Citibank customer satisfaction on smart banking, we are looking the
priorities for improvement satisfaction in banking. Customers are the lifeblood of the
branch and the level of satisfactory service delivered by it is highly dependent on the

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efforts of Citibank staff. Technology can be helped to an extent but service on the branch is
only as good as the staff of Citibank provides it (KPMG International - 2013).
Given the way Citibank-customer relationships have developed, bank have an urgent need
to make strategies which will help them to re-create the strong relationships they once
enjoyed with their customers. Moreover, this research identified five core elements that
are essential is to establishing loyal relationships as shown below-
Source: Capgemini analysis, 2013
And also measured the percentage of customers who are satisfied along with each of those
dimensions. The results underscored the need for bank is to improve satisfaction within
each core area or risk of losing bank customers.(Capgemini analysis 2013)
The customer satisfaction scorecard determination will assist towards the achievement of soft
needs of team members that primary towards the achievement of business goals and its
objectives. Moreover, another objective of this study is to assist the Citibank Malaysia in capturing
and towards the achievement of the customer satisfaction methodology. This would be achieved
by using of questionnaires for assessment to accomplishment target and meets the requirement of
dateline.
1.3 Context-
This study focused on the level of customer satisfaction with Citibank smart banking. As part of
this research dissertation project, we would look into the banking group of Citibank Malaysia.
Citibank is a largest bank’s in America and with the history of 100 years in banking field.

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With the yearly increasing the cards and loansof customer it generated the pre-tax profit of
RM.834 million in year of 2010 and the result reflected the strong performance of bank's business
divisions.
Citibank has received valuable external recognition from the leading trade magazine across the
region. Citibank Asia Pacific has picked up over 200 awards from finance Asia,the asset and euro -
money among others.
The most recent was the euro-money 2011 awards for excellence dinner held in Hong Kong by the
date of July 14 where Citibank Asia Pacific (Citibank newsroom 2011) was once again honored
with the title of “best bank of Asia”.
Citibank won the award from 1999-2009 and also win in 2011 that is 11times out of the past last
12 years. In addition, Citibank was named as the best bank in Japan, Singapore and Taiwan and
equity house in India. Globally Citibank Won 16 awards including best emerging markets bank.
The euro money editors noted that “Citibank once again lead its global peers in moving from being
a competitive foreign bank in the Asian markets to a genuine rival to the locals.
This year it reclaims the award for the best bank in Asia for the sheer scale of its regional banking
platform,the diversified nature of its business as compared with its rivals that make the bulk of
their profits from a few core markets.And the way it has built out its smart-banking concept to
win customers through technological innovation.
They also attributed win to work, we have done an integrating in our businesses and having the
most complete banking platform and most innovative consumer bank in the region.
Citibank Malaysia has a full banking license in Malaysia with the presence of its branches in Asia
region.The bank has won several local awards in banking group reward like as “The bank of the
year in Malaysia” by the banker, the flagship publication of financial times of Asia economist.
Citibank businesses divided into two main divisions namely corporate banking and consumer
banking.
In Citibank embarks on transformation of programs to transform its branches and the way it
operates in order to be more efficient, customer centricity, service quality and technology smart
banking to keep up with the current market so that its bring a program management and
implementation of the group strategies project as detailed in the plan and driving operational

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synergy across various area via business customer service and improvement of the banking
initiatives. (Citibank 2012)
1.4 Problem Statement-
First the emergences of “new customer”, today costomers have become more diverse and
fragmented with specialized needs, buyer values and preferences. Customers are more tech-savvy
and demand for more offering, experiences and as well communication. This is the new generation
of web 2.0 customer raised by technologies that are coming of ages.
Second, customer expectations are rising sharply day by day while loyalty is falling. By keeping
customer satisfaction is and on going needs to be satisfied with its continuous basis to ensure that
these customer groups or we can also call them loyal customer that will find solace in no other
products and services but the present one. In ensuring that completely vital especially when other
key leaders in the industry are trying their very best in winning other customer base to migration.
Third, the question of this research study is what does the smart banking implementation
improved Citibank banking system, processed and overall improvement of customers satisfactory.
(Gitomer 1998)
1.5 Research rationale-
The importance of having and an implementing appropriate highly interactive, client-centric has
gained deal of significance in todays globalized world with an extensive information of important
strategies and also the practice of information technology. (Citibank 2012)
The importance’s of better understanding of customer satisfaction via information and
communication technology which becomes more important this year. Multinational organization
is constantly improving and upgrading their ways to serve its banking customer with more user
friendly and interactive environment.
Banking sector in every part of the business banking actually connected to customer satisfaction
and also creates most important value for the customers. (Joao F. Proenca, Maria Antonia
Rodrigues 2013 )

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1.6 Significance of Study-
It is an important for a bank to make this study that will help uncover the relationship among
their customers an overall satisfaction level and customer loyalty as well, which lead towards
sustainability and profitability. To identifying the customer priorities and performing gap analysis
will help us to identify the areas, where to focus on to improve towards higher levels of customer
satisfaction. A gap analysis on components an important to the customer which will identify
priorities for improvement.
Customers will happy to know that the company is taking an initiative proactive step to make this
research study and will probably cooperate to provide the relevant input i.e. feedback
information, so that the bank can improve the total product and service quality that are offering.
Customers who are currently satisfied with the bank will support such a study. Customers who
are already dissatisfied may not be cooperative with their feedbacks as they may have made up
their mind to change other competitors. Those that are still not decided to switch may take this as
an opportunity to input their dissatisfaction hoping for improvement.
The main important customer satisfaction and evaluation as well as a development plan will
indirectly impact towards the achievement of Citibank organization goals, vision and mission of
accomplishing and completion of successful implementation. (Cheng, T.C.E., Lai, L.C.F., Yeung, A.C.L.
2008)
1.7 Scope of the study- The main purpose of this study is to determine and analyise the level of
customer satisfaction in Citibank smart banking. The scalability of this study would be range from
customer as respondents on a random basis of distribution of the questionnaires.
The selection areas of questions research would also a determining factors in this research study
to enable a visible outcome that would be assisting in the scoping of the areas of study in an
achieving of the organization goals and objectives.
It uses quantitative approaches in the form of a questionnaire that will be distributed among 30
Citibank customers that situated in Klang valley and which have banking with Citibank.

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1.8 Summary Outline-
Figure 1.1 Summary
1.9 Outline of Chapter – This research study would have several chapters that includes: Chapter
1- covers the title of research, aim & objective of the research,this includes the context of the
study, problem statement, research rationale of the study and significance of the study. This
chapter concluded with the scope of the study and summary of the chapter.
Literature review is chapter 2- related review of this research that includes the important
behavior of customers. Briefly, the strategy, important behavior of customers. Briefly, the strategy,
implementation and the fundamentals of customer satisfaction towards the smart banking at
Citibank.
In chapter 3- Research Methodology and Theoretical Framework used in this research study. The
operational definition of an element and also created for the purpose of this research study.
Chapter 1
• Introduction
Chapter 2
• Literature Review
Chapter 3
• ResearchMethodologyAnd TheoreticalFramework
Chapter 4
• Data presentation, Analysis and Findings
Chapter 5
• Conclusion and Recommendations

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Research methodology includes the population and sample chosen, data collection, scale of
measurement presentation of questionnaire result is statistic analysis used in this research thesis.
Data presentation, Analysis and Findings will be drilled down to each of the questionnaire.
However Chapter 4 consist of findings and discussion and number of questionnaires should not be
too much lengthy that could deter the respondents from submitting their responses.
From return of the questionnaires, then each and every questions will then sum up for conclusion
and recommendations for the survey findings summary and also final conclusion.
1.10 Chapter Summary-
In this chapter, we have gone through the problem statement of this research study, what are the
possible areas of this research study questions, research objectives for this study as well research
rationale.
At the same time, it is reviewed the significance of study, scope of study of defination and the
terms of this study and high summary outline of the chapters is also being reviewed.
In the next chapter on the review of literature. It would be an include areas of background of
Citibank smart banking, how does smart banking work for its customer, definition of customer
satisfaction, customer interactive, satisfaction gap, customer satisfaction profit chain, the
advantages as well disadvantages in common measurement.

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Chapter 2
Literature Review

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Literature Review
Chapter 2
Literature Review
Malaysia
2.1) Background of Citibank Smart Banking-
In 2009 Citibank and its consumer banking arm take decision to embark on a bold initiative to
embrace the future by introducing smart banking (Citibank 2012-2013). A new global digital bank
that actually designed to satisfy the financial requirement and goals of customer with diverse
needs and their preferences. Smart banking leveraged on the latest technologies such as savings
and investment of all, innovative. In 2010 smart banking paid off in Japan, the first market was
introduced, taking Citibak all the way to the top in the annual survey of the best banks in Japan,
but some more on that later.
Citibank has introduced its smart banking in;
Smart banking in Hong Kong: HongKong
Smart banking in Singapore: Singapore
Smart banking in Thailand: Thailand
Smart banking in Philippines: Philippines
Smart banking in Indonesia: Indonesia
Now, Malaysia has been added in the list and the Citibank Malyasia's smart banking branch is an
officially the largest branch in the Asia Pacific region.
Citibank smart banking here is to redefine the way they interact with customers in terms of
satisfaction. At Citibank, its believe that smart banking should be based on making banking
simpler, more informative and readily accessible where and when the customer actually needs it.
There is no more need to wait to execute transactions. (Citibank 2012)

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2.2 Background of Citibank Smart Banking-
It is designed around the concept of attracting, engaging and connecting. Citibank media wall is
the first component, a large multi-screen LCD system that actually displays real time, live feeds
like as stock market information, news weather, currency data etc. (Citibank 2013)
The second component is the Citibank interactive media wall and also touch screen facility that
allowing clients more in depth access to the bank's products and services at a touch of the screen.
With the facility is located all across the branches in Malaysia, with the trained Citibank
professional that can assist the customers should they need help in using of the technology or just
want to know more details.
Once the client is ready for his or her decision or to purchase a product, they can go to the
Citibank work benches-screen which allows them to open an account, apply for credit cards, place
time deposits. If the clients are existing, they can look for their own account information.
These screens were designed with a lot of care when it comes to the security, features like as
biometric ID readers and my card slots. Screens were also specially designed so that the one
sitting beside the customers would be able to read the information on screen. (Citibank 2013)
2.3 Asia leads the way in Citibank smart banking-
In 2009, Smart banking was first introduced in Japan. According to an annual best consumer bank
survey and prior to the introduction of smart banking, out of 87 banks, Citibank of Japan was
ranked 57th.
A year later, smart banking that had been introduced at two branches to helped Citibank grab the
top spot.
When compared to other branches, from a sales perspective, these two branches were very
successful. The number of new clients which acquired and number of the clients that interacted
within branches were much higher when its compared to other branches.
In the creation of smart banking, Citibank technology is a very important factor. Without its
technology not possible because what we wanted to do was to bring something that was would
bring real value to bank clients. It’s not only about the technology but also innovation that puts the
client at the center of everything we do. (Citibank 2011-2012)

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Smart banking is a very client centric strategy which is brought to life through technology.
Clients will always have the ability or an option to do their transactions through a Citibank staff,
through a branch, through online systems, through mobile banking. But now, they have also at
their own pace from inside our bank branches.
In Asia, Citibank was the first bank to introduce this levels of high technology as well innovation
into the consumer banking. It believed that the smart banking is the way of the future and that this
bank would continue to evolve such kind of high tech offerings as it looked to consolidate its
position in the region.
The future of banking an apparently is here and now, Citibank has clearly stated an intention to be
the market leader in what promises to be a very interesting time for the regional and global clients
banking sector. (Citibank 2011-2012)
2.4 Definition of customer satisfaction-
What is customer satisfaction and how is customer satisfaction being measured? How are these
measurements to be presented and interpreted? On what basis it can make a recommendation?
"There is only one boss, The Customer" quoted by (Bruce E. 2010)
Mostly the researches rely on references to hill and Alexander (2000). Few references also based
on the references to other relevant books, website and journals reviews.
Indirectly customer satisfaction has a great effect on the entire lifetime of the customer. The
factors that affecting customer satisfaction, the perspectives are as below:
Figure 2.1- Customer Philosophy
Product
Quality
Service
Quality
Customer
Satisfaction

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Generally, " Customer satisfaction" is the customer reaction to or an evaluation of the service and
product package which is offered as compared to the preception of an expectation. Certainly it is
addressing the customers point of view such as an opinion or actual experience that compared to
their expectation with regards overall performance of the total product.
(Kotler. 1994) cited satisfaction is the level of a customers's felt state that actually resulting from
comparing a product perceived performance (or an outcome) in relationship to the customer's
expectation. Thus, the satisfaction level is a function of the difference between perceived
performance and expectations.
If a customer perceives that an outcome is less than expected, customer will be dissatisfied, if
outcome meets an expectation of the customer that will be satisfied, and if an outcome exceeds
expectation of the customer will be highly satisfied or delighted.
As per the one customer services manager put it: "When I started mine customer service initiative
I thought that a pep talk on 'the customer is always right' was an answer. But now I realize that an
effective programme must needs to address much more than this, time after time. Our customer
satisfaction figures out now to show us the payoff”. (Steve Macaulay. 1994)
Customer value and switching barriers are the most significant antecedents of loyalty while
customer satisfaction does not make a significant contribution to the customers loyalty. (Cheng
eta.l. 2008)
Customer satisfaction is an additional important organizational variable (Walker. 1995), which
pointed out that all elements of a service encounter, including the physical surroundings, waiting
time and importantly, behavior and performance of the service providers, that can influence
customers' level of satisfaction. (Barlow and Maul. 2000) theorized the high emotional intelligence
in service providers that contributes to customer satisfaction. They posited that the customer
satisfaction relates to customer's emotional experience on the time of service encounter, and that
service providers with the high emotional intelligence must be better able to create a positive
emotional experience for its customer. (Sally Kernbach. 2005)
In the other words, customer satisfaction can be explained as the quality measures of performance
as defined by the customer where their expected requirements and standards are met. (Ziethaml,
et al 2006) quoted that satisfaction is the customer's fulfillment of response. It is a judgement that
a product or features of the service, or the product or service itself, provides a pleasurable level of

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consumption-related fulfillment. (Gitomer 1998) quoted that satisfied customers will be able to
shop at any place.
Loyal customer will fight before they switch on to new- and they will proactively refer people not
to buy from you. A satisfied customer is one that experienced and felt ok to deal with you. They
are ecstatic with the purchase, they will proactively talk about their experience, overall feeling
about you is wonderful and their experiences with you have been memorable with "wow" effect.
Hill and Alexander (2000) explained "customer satisfaction" is one of the simplest phrases
"customer satisfaction is a measure of how an organization's total product in relation to full fill
customers requirement".
2.5 What is customer satisfaction?
Customer satisfaction is generally described as the full fill of one's expectations (Oliver 1980).
Customer satisfaction is the feeling or an attitude of a customer towards the product or service
after it has been used (Ahmad Jamal. 2002). Customer satisfaction is a term which are generally
used to measure a customer's views or perception of a company's products and its service.
Regardless of whether these organizations provide of goods or services, they recognize that
satisfied customers are the key factor to their success. They focuses on achieving 100 percent
customer satisfaction and embed this priority all over the organization from top to bottom with a
solid framework of policies, information and practices.
Achieving high level of customer satisfaction needs that the organizations continually monitor and
examine experiences, opinions, and suggestions from their customer and people who are the
potential customers. Improving of the service quality to meets the requirement of customer's
standards in an on-going part of doing business. In this way, customers are easily derive the
market and the organization.
At the same time an organization acts to attract and satisfy their customers, the customer
themselves exercise ultimate influence. A satisfaction of customer depends on both expectation
and their treatment. Through their choices, customers decide that an organization survive and
thrive, determine what goods and services are available, and shape how they are provided. In an
addition, using of their purchasing power, informed consumers can shape the marketplace by
communicating their preferences and standards of an organizations that are poised to listen and
respond. (Edvardsson, B. 1998) (Helmeke, Todd M 1993)

25
2.6 Step one; defining customer satisfaction-
Vague questions are generally elicits vague responses and customer satisfaction surveys are has
no exception. The word satisfaction may mean different things to different people, subsequently
an accuracy of the data tha company receives. The satisfaction of catering service at hotel is a very
different from the satisfaction with a vehicle or car purchase.
Moreover, individual products as well services have many dimensions, and thus satisfaction
should not be limited to one generalized construct. For example, a quality food may have been
excellent, but the portion of quantities and delivery may have been under par. Companies or an
organizations cannot be expect from respondents to divide these dimensions in their head.
(Helmeke, Todd M 1993)
2.7 Step two: measuring customer satisfaction-
Once you have an identified dimensions of satisfaction to measure, special consideration should
have been taken to properly measure them to yield the meaningful data analysis. Determining of
the appropriate scale is very important to collect an accurate and significant data. For instance
while using of a numeric scale (e.g. 1 to 5, 1 to 10) the range need to be defined clearly and must
have to be utilized consistently throughout the survey. A 10 point range, for example, may not be
an appropriate to asking about one's level of satisfaction. Most of the respondents will not be able
to distinguish the difference between a score of 3 or 4, as a result, data quality may suffer.
Generally a 5 point numerical scale or 5 to 7 point is accepted as an effective measurement
techniques for the questions of satisfaction. (Parasuraman, A 1998)
Another important consideration while measuring the satisfaction is to only ask the questions that
are relevant. Not only does it keep your survey length to a minimum and also prevents the risk of
miss measurement. For an instance, a customer who actually purchased copper piping from your
website should not be asked for the feedback about wood working tools.
A customer satisfaction measurement exercise may also identify the following:
 Customer's priority
 Customer tolerance band
 Company's own performance
 Company's performance relative to customer's priorities
 Company's performance relative to competitors performance

26
 Priorities for improvement
Customer needs as well their expectations are not equal and they are not all the same. Some of the
features are commonly important to most customers. Some few other elements are high in
priority at a different situation such as looks, power, accelerate; top speeds are an important
factors for a sport car. As opposed, comfort, safety, spaciousness, image is more important factor
for a family or an executive car. For component aspects of the customer satisfaction, customer will
have a tolerance band and study into the customer satisfaction, customer will have a tolerance
band. Any research study of customer satisfaction should to discover the ideal, acceptable and
unacceptable scenarios. When a customer willing to queue about 30 minutes for a ticket to
opening night of blockbuster movies and it will not tolerate to wait for more than 15 minutes for a
banking transaction.
One of the most satisfaction survey asks questions about their performance without relevance to
the customer's requirement or expectations. To rate the company's performance must have to be
survey the customers that would be meaningful to ask questions relating to how the customer
priorities, their needs and expectations. As per (hill and Alexander. 2000) the idea behind is to
discover whether "we are doing the best what matters most to the customers".
2.8 Customer Interactive-
According to (Ainscough and Luckett. 1996), the provision of customer interactively is an
important criterion which attracts the users in delivery of e-banking. (Gerrard and Cunningham
2003) also mention other factors of paramount importance in terms of an ensuring the success of
e-banking, i.e. the ability of an innovation to meet the users' requirement by using of different
feature availability on the website. For instance, the provision of interactive loan calculators,
exchange rate convertors and mortgage calculators on the websites draw an attention of the both
users and non-users into the bank's website (Wai- Ching Poon. 2007).
2.9 Customer service objectives and quality-
"Each worker must need to be responsible for his or her own quality- and also be committed to its
delivery, each and every time a service is offered"(Andrew Clemmet. 1998).
Service objectives are tied to service quality and customer satisfaction are unarguably the two
core concepts which are at the crux of the marketing theory and practice Spreng and Mackoy,
1996 quoted in (G.S. Sureshchandar 2002).

27
The online quality service of Citibank positively influences customers' perceptions of overall
internet banking service quality offered by the bank. Consequently, bank management should
have to be place emphasis on offering reliable, responsible, tangible and empathic customer
services. Furthermore, study reveals the online information system quality is one of the most
significant predictor to overall internet banking service quality. This will suggests management to
ensure that the internet banking environment; especially the website as an interface between the
bank and its customers, has the navigation and visual characteristics, as well as practical
considerations necessary for the security and to ease of use. Somemore, the overall quality of an
internet banking service is strongly related to overall customer satisfaction with the bank. This
suggests the relevance of delivering online high quality service to maintain and / or an increase
the customer's satisfactory with the bank (Michel Rod. 2009). And customer service objectives are
needs to be clearly defined and understood if an effective strategies are needs to be developed. In
terms of an old adage; if you don't know where are you going, any road will get you there.
 Reliability- An ability to perform the promised service accurately, dependably and
consistently, which means doing it right, over a period of time.
 Responsiveness- The prompt services as well willingness to help customer that actually
involves speed and flexibility.
 Assurance- Knowledge are the courtesy of staff and their capability is to inspire trust and
confidence.
 Empathy- The caring of an individualized attention to its customers.
 Tangibles- These are the physical facilities, equipment, staff appearance, “i.e. the physical
evidence of the service that conveys both functional as well as symbolic meaning”
(parasuraman a. 1998).
2.10 Customer loyalty leads to customer satisfaction-
Whenever the customers loyalty is a centrally an important concept in marketing financial
services, there is, as yet, little consensus as to the common predictors of loyalty and their potential
interrelationships. Previous research in the field of customer loyalty has typically employed
customer satisfaction (Chris Baumann. 2011).
An elaboration of the brand loyalty are as below:
1) Biased (i.e. non random)
2) Behavioural responses (i.e. purchase)

28
3) Expressed over time.
4) By some decision making unit.
5) With respect to one or more brands out of a set of such brands, and is a function of
psychological processes. (Albert Caruana. 2002)
Figure 2.2 : Customer loyalty leads to customer satisfaction (Mike SC Haffner. 2006)
As per (Richins. 1983) contended that complaints caused by dissatisfaction are not only inevitable,
but also to welcome- because they are enable providers to correct the source of dissatisfaction. In
a similar vein, (Zeithaml et al. 1996) argued that consumers with a tendency to complain are likely
to be consumers who are generally satisfied with the service, but who are giving the provider an
opportunity to rectifying the cause of dissatisfaction. (Joan F. Proenca. 2011)
2.11 Satisfaction Gap-
Service gap points to the difference in between the actual experiences as compared to the
perception. As per stated by (Hill & Alexander 2000) “The service gap or the root of the
dissatisfaction can usually be traced back to the five gaps” namely such as;
1) Promotional gap- What is said or promoted about the product is different concept from the
actual delivery or an experience by the customer. Typical example like as an airlines
advertisement of the caring in flight by crew who opposed to the real experience of stewardess
rushing to serve the food and beverages to complete their job and plan for the next lainding.
2) Understanding gap- The organizations had failed to understand the customer’s requirement
and created the requirement that may result in a fully working solution which does not match
according to the customer’s expectation.
Loyalty
Satisfaction
No defects Timeliness Caring

29
3) Procedural gap- The process in which the customer have to go through may not be what the
customer actually expected, for an example queuing for more than 30 minutes to reach the
counter of bank to do a transaction.
4) Behavioural gap- An inconsistent behavior amongst staff that can result in offering opinions
about its service quality and product. A good service experience at hotel may win customers
next return visit, and then to meet someone new or inexperienced to cope with the customers
pre set expectations.
5) Perception gap- It may not be any of the above reasons in that a customer is dissatisfied but
bad experience in the past had somewhat moulded the customer perception. Somemore it
difficult to change that perception.
Regular customer satisfaction surveys of the frequent of regular customers that will be an able to
help identity to the overall quality Knowing an existence of this gaps which will help in improving
of the overall service level to customer as whole.
2.12 Customer satisfaction profit chain-
According to (Hill and Alexander 2000) link between the customer satisfaction and company
success has historically been a matter of faith but there is now a growing body of an eveidence to
support the case for many companies profit which can be treated back to customer satisfaction
related in terms to the employee satisfaction.
Figure 2.3: Customer Satisfaction Profit Chain (Helmeke, Toddm.. 1993)
Also to add value to the study, it would be really revealing to ask question which leads to the
discovery of how actually the customer rates of the company’s performance against the
competitor’s performance. For an instance in a services-based company, the customer should not
be going to pleased with the company that trying to improve their support call response time to 4
hours if the competitors is already able to respond within 2 hours.
Growth and
Profitability
Customer
loyalty
Customer
Satisfaction
Value Productivity Staff Loyalty
Staff
Satisfaction
Internal
Service
Quality
Leadership

30
Any kind of study about customer satisfaction would not be complete without focus to discover the
areas or aspects where the company can be take positive actions to improve in their performances.
PFI (priority for improvement) points to areas or factors which are higher priority to the
customers, so that the company can possibly take actions to improve.
2.13 Long term relationships with customer are more profitable for six reasons-
a) Cost can be substantial of acquiring new customers.
b) A higher retention rate signifies that the few customers are need to be acquired and these
all are can be acquired more cheaply.
c) Customers who are well established tends to buy more.
d) Regular customers can place frequent, consistent orders and sometimes cost less to serve.
e) Normally, satisfied customers are usually refer new customers to the supplier at virtually
no cost.
f) Satisfied customers are trust and know well to their supplier and easily willing to pay
premium prices to supplier. Retaining customers makes the market entry or share gain
more difficult for competetiors. Quoted by (Bain & Company 2010).
2.14 Transforming customer satisfaction data into business value-
Mcb Up Ltd (1995) described measurement and data are little more than the subjective insights
unless for action they are part of an actual business plan. Successful companies recognize this fact
and do not survey simply just to get a feel for how we all are doing rather the customer satisfaction
survey is an integral part of one or many processes that directly has an impact on the company
bottom line. Satisfaction survey data can able to establish valuable benchmarks for the production,
pricing, and many other critical business processes which directly affect in terms of profitability,
performance and also company’s brand corporate image.
Customer satisfaction survey can facilitates with an extremely useful data to sales executives, who
offer little more than company profile and its information when making calls and visit. When a
sales organization are able to implement effectively on a complete customer satisfaction program,
then the resulting analysis can be an excellent customer satisfaction program; thus resulting
analysis can be an excellent tool for warming a cold call or sending relevant sales materials and
messaging to prospects. By analysing of buying trends and establish associations among different
data points, a sales force can be approach their leads tactically. For an example, if company
discovers a significant correlation between the customer satisfaction data and a specific industry

31
vertical, a sales manager may focus more call time and lead generation resources towards that
industry segment.
Customer satisfaction surveys are also invaluable for an effective budgeting to make production
and development of products. This enables a business to avoid spending time and resources by
fixing trivial mistakes or developing unnecessary enhancements. Most of the product managers
recognize the value of customers feedback while gathering requirement. The challenge, again, is to
collecting an effectively accurate and sufficient response data. Using of the proper methodology in
managing developers with an anccurate information to produce continuously quality product that
customer wants.
2.15 Ten steps actionable CSM (Customer Satisfaction Study)-
The researcher would like to prefer an adoption of the “10 steps of actionable CSM or customer
satisfaction study” by Chakrapani.c (1998), which ensures the right sequences and methods of the
survey. Also in the final stages of analysis, the choice of statistical analysis should results an
effective correct information that points clearly towards the level of satisfaction and towards
actions which can be taken.
The following figure Jude Nottingham (2011) describes the logical steps in a customer satisfaction
study-
Figure 2.4 : Customer Satisfaction study
An
overview
of CSM
Ask the right
question
Ask the right
people: A
random and
representative
sample
Get the right
answers: A
suitable survey
method with
high response
rates
Produce the
right data: Use
appropriate and
valid statistical
techniques
Draw the right
conclusion:
Reporting the
results
Use the survey:
Feedback &
action the
results.

32
A conceived survey may be end with measuring of the wrong things, being unfocused and using
too measures. A company may have excelled record in the past due to its high level of service and
personalised relationship of their sales and also its technical force with the customers
counterparts. In terms of innovativeness a measure that how they rate and up to date with the
latest technologies will point them in the wrong direction. A survey that asks too many questions
may could the respondents mind.
All too often companies use internal measurements which are detrimental for an external
customer satisfaction. For instance, if employees are judged by the number of mistakes that they
make in handling of customer complaints. They may avoid complaining customers and in so doing,
turn customers away a measure that had chosen the wrong audience or selected a wrong sample
that will definitely going to point wrong direction to the company.
Another view is when a CSM is focused on elements of the past. Taking features of car as an
example: sound system in car is to be the augmented item which attracted customers. Today, this
is a standard feature where is absence reflects the car is below par (normal standard). A survey
that focuses on the requirement to have this item as a feature so it can satisfy customers will not
be meaningful as it no longer an augmented items.
2.16 Gathering background information-
Product and service information about the of a company, and the nature which is being consumed
to satisfy the customers need or requirement must be fully understood in order to study should
have a starting point and basis of study. How this product can compares with their alternatives
offered in the same industry or marketplace that will also be a factor in the measures of customer
satisfaction. (Gronrops, C. 1988)
2.17 Choose the right metric-
A study must be able to brought conclusive indicators at the end. Question should be asked in such
a way that may tells a story and be able to rank features or elements of the product and be able to
tell why and whether customer is satisfied or dissatisfied about it. In other words can say, it
should be able to give indicators of how the customers are going to be satisfied, with what kind of
element they are most satisfied with and which element meant more relevant to them.

33
While designing a questionnaire, it is important that the unit of measure or the metric be defined
properly or an accuratly so that it allows for the respondent to indicate clearly their level of
satisfaction and also the level of importance of an element of the product to being studied.
A questioned such as; are you satisfied with our repair services? “A” yes, this answer does not
really indicates us anything. Since the damaged or failed product was repaired, the customers had
to be satisfied, instead of the question should be along the lines of asking whether the customer
was happy with the waiting time while sending the items for repair, whether the time to repair
was reasonable and whether the experience of getting the item repaired was easy of complicated
of troublesome. And if answers are scaled as either “not satisfied”, “satisfied”, “very satisfied”, or
“extremely satisfied”. The result of study would be very different which can be draw very clear
conclusions about the satisfaction of customers.
2.18 Making the analysis action oriented-
The study should be designed in a way which not only can derived conclusions but it also clearly
described the relevant actions that can be taken to meet requirement and also to improve on the
ranking of satisfaction for the element of product or services.
We already had mention earlier that there are components or elements of a product or service
which are not within the control of the supplier. In the business of transport and travel, weather
conditions can be cause major delays and to change of the routes.
For an answer to these type of questions will not mean much relevant to asking about their
experience on how the supplier handles an unexpected change caused by sudden weather
conditions. For an instance, because of the massive strong earthquake or volcano explosions, a
flight may be had been re-routes or delayed for few hours sometimes even take days. The
passengers were given a room at the airport hotel to rest and wait until the green light is given to
flight. This will definitely impress the customers by offered them accomendation and this will
certainly reflects the customer satisfaction.
The basic reason of CSM is to discover how and in what kind of ways to satisfied the customers and
what areas or an elements of the product or service needs to be changed or improved to make sure
that the customers can be continously happy with the bank.
Some organization uses the CSM is to discover and tied to the reward system for employees.

34
This empowers the staff to act on the elements of services that measure towards customer
satisfaction. This is relevant to the customer satisfaction chain concept. In doing so, these
companies are telling their employees to work towards the satisfaction of customers.
2.19 Consider Segmenting the market-
In most of the business, customer base may be compose of different types of customers. Individual
consumers can be categorised into culture groups, age groups, sex, income groups and etc. the
social influence certainly have a bearing on their choices as well expectations of similar product.
Similarly, in corporate there are large companies, medium sized organizations and small
companies, their expectation and perspective towards the features of product and as equvelant to
their demand on service levels are differ. Aside from that, few companies are willing to pay more
for their high tech and very highly available services level. While others companies would prefer
simple plans which actually cost less. Therefore logical to segmentation the market or the
customer base in a CSM so that the results will not be diluted or mixed up. (Hill n. and Alexander j
2000) (Gummeson, E 1991)
2.20 The benefit/ opportunities and disadvantages/ risk in common measurement-
a) Resources efficiency-
Implications of an expertise in research and action allows for valuable efficiency. One department
or functions in a service can use the insights from a comparable function in another. Whether this
is in terms of understanding of the customer satisfaction or how to implement on changes in
improving of the customer experience.
b) Getting started more easily-
At the very least, a common measurement approach should mean that its easier for those with no
programme to get started. A common framework that provides some standard questions and
guidelines which helps to deliver a high quality of survey. A common approach can also help the
organization with no existing survey to set priorties for research study, and also to avoid spending
money on measurement which actually fails to translate in action.

35
2.21 Disadvantages and risks-
a) Lack of customisation- One of the most fundamental disadvantages of common measurement
is danger of insufficient customisation to deliver specific and relevant insight for individual
services. A more flexible approch is to common measurement with the ability to tailor
measures within the guidance and structure of the common approach may go to some way to
addressing this problem however the risk that the requirement of common measurement takes
precedence over the need for tailored insight remains, especially where resources are limited.
b) Inability to compare services- Although one of the chief attractions of common measurement
is the ability that is to compare findings within or an across services, the nature and context of
public services varies so widely that in reality the scope for meaningful comparision is
relatively limited.
c) Difficulty in implementation- The consequence of insufficiently tailored customer
satisfaction measures is likely to be a bit difficult in an implementation as it become hard to
connect the findings from measurement with realities experience of the customer. A test which
is a common measurement approach that would have to pass from the outset if it were to enjoy
success in terms of long time.
d) Putting the focus on scores rather than interventions- The principle of customer
satisfaction measurement having purpose is to drive service improvement, introducing
common measures raises the risk of the focus shifting towards scores and performance
management. Although this may have its own benefits and somemore, if the culture and cycle
of customers and customer service improvement is not ready to embedded with the
organization means there is a danger that the exercise becomes one of managing to the scores
rather than supporting the underlying improvement of service. There is also a risk that a focus
on number becomes demotivating for staff rather than inspiring.
(Parasuraman, A. 1998) (Hill n. and Alexander j 2000)
In the literature review, important of customer satisfaction issue has been discussed and described
the tools of Customer satisfaction profit chain and customer satisfaction study (CSM), the
disadvantages/ risk and the proposed conceptual framework.
In the next chapter we will look into theoretical framework and research methodology.

36
Chapter 3
Theoretical Framework & Research Methodology

37
Theoretical Framework & Research Methodology-
In this chapter we will talk about how the preperation for the research as well through which kind
of methodology will source the input that acually looking for from the customers. Finally how
these data we will be able to collate into indicators which tells us upto what extend and whether or
not the customers are satisfied or dissatisfied.
There may be the result is for one index or indicator in the final analysis that point to attributes or
areas of the services that matters most of the customers. Even more better would be indication of
which attributes can be controlled, are actionable and can be controlled or improve via some of
the proactive as well positive by the company, or priorities for improvement.
In the summary, chapter elaborates on the following;
 Theoretical framework
 Research methodology
 Questionnaire design
 Administrative of questionnaire
 Primary data
 Secondary data
 Data collection data sampling
 Data analysis
 Limitation
3.1 Theoretical framework-
In this research theoretical framework includes the customer satisfaction for the Citibank banking.
We focus into the areas that would be study for theoretical framework as well research
methodology. The main advantage of this research is to provides an opportunity to use a range of
tools like as interviews, published and also unpublished documents and archives to gain evidence
in order to compile the findings (Yin, 1984). Case approach was deemed to be the most appropriate
stratergy for this case study research because of the valuable contribution to the enhancement and
development of the theory.
However, there are also have several disadvantages of this research study approach, which
includes bias and difficulties establishing validity. A criticism of single research case study is the

38
inability to establish external validity (Gummesson, 1991). External validity, is only necessary,
however, if generalization are to be made to the customer of the study.
Findings of the single research case study are meant to all banking institutions but the
development, effectiveness of the current stratergy and improvement implanted by the bank.
Illustrated collection of data for this thesis as shown below;
Figure 3.1- Sources- collection of data for this thesis
3.2 Primary research-
Satisfaction of the customer is an abstract concept and also the actual manifestation of the state of
satisfaction that will varies from person to person and product/service to product/service.
Both psychological and physical variables are the main state of satisfaction that correlate with
satisfaction behaviours such as returns as well recommend rate.
Satisfaction level can also varies and depending on other factors of the customer, such as other
products against that the customer can compare the products of the organization.
As based on the ideal expectation of customer satisfaction may constitute the following sa below-
 Quality of service
 Speed of service
 Complaints or problems
 Trust of employees
Literature Review
Evidencerelevant and extensiveliteraturepertainingto the
banking industry customer satisfaction
Questionnairedisseminated to thecustomers
Aim: A research of customer satisfaction
on Smart Bankingin CitibankSecondary
Data
Primary Data

39
 Closeness of the relationships with the contacts
 Types of other services as needed
 Company’s postion in the minds of client
This is the gap between as quality services expected by customers and understanding of the same
by the organizaton. Cause of this is the lack of willingness of the organization management to
investigate the satisfaction of customer. If there is any gap in understanding, which leads to wrong
allocation of the resources and wastages at the cost of customer satisfaction. (Gronroos, C. 1988)
(Gitomerj 1998)
3.3 Research methodology-
Methods are used in this particular research study would be in qualitative and quantitate research.
Firstly, researcher objective is to develop the questionnaire that passed out to frequent banking
customers in order to earn their feedbacks on several areas pertaining to satisfaction.
These questionnaire would consist closed ended questions that would be widely used to save time
and analysing and one of the data collection methods that would be used.
3.4 Questionnaire design-
The questionnaire design of this research would be based on the Literature review areas and
scope with its relevance to customer satisfaction scenario and environment. The areas mainly
covered as divided into:
 Managing account
 Handling Enquiries
 Staff
 About the branch
 General
3.5 Administrative of questionnaire-
The research approach taken here is to distribute questionnaire to the target customers group,
especially when few questions are sensitive in nature and revelation of answer that may require
some level of confidentially in order for data accuracy.

40
Questionnaire return would not stated names for the purpose of data and information
confidentiality. Respondents of the questionnaire would have an option to return it in hardcopy or
softcopy by an email. After that questionnaire have been returned and result being compiled.
3.6 Primary data-
Collection of primary data is through questionnaires. Primary data is an important for this
particular research case study as title of this thesis an about of customer satisfaction. Outcomes or
results of primary data is the research that being carried out. Collection of the primary data
depends on the purpose of the study as well resources that are readily available.
3.7 Secondary data-
Secondary data is an outcomes or comprises from the published sources for example; articles,
websites, journals,magazines, newspapers and books. On the subject of customer satisfaction there
are many published articles and hence, in this study researcher had acquired the collected
information through means.
3.8 Data Collection-
Customers of the bank are the main source for the collection of data. These customers would be
the best group who are able to identify with the current stratergy and performance, which actually
the company has adopted as they would be the main people that are really affected by the services
provided by the bank.
As most of the questions were given based on scale base and this was the preffered scaling method
that chosen for the particular questionnaire. The reason behind is to choose this particular method
is to save time as the questionnaire was given out to the respondents that were waiting to
performed their tansactions at the counter and this method would be the most suitable for this
data collection.
A pilot test was conducted before questionnaires were handed to the respondent to make sure that
is their any technical glitches in terms of answering the questionnaire could be avoided. Some of
the questions were selected carefully from the vast pool of surveys that is done by the individuals
in banking industry. This is to make sure that only the most suitable and appropriate questions are
selected. Thus, the distribution of this questionnaires took substantial amount of time in
completeing of the particular part of the research.

41
3.9 Data Sampling-
In this research study sampling method that would be used in the area of random or non-random
its all depending on the accessibility of information that is given by the bank. Random sampling
would be obtained from the list of respondents through the existing customer database of banking.
By using the questionnaire feedback was obtain from the sample size of 30 respondents. This
sample size is justified by the fact that it is a case study and questionnaire were distribute to those
who are apporaches the Citibank banking hall areas.
3.10 Data Analysis-
Collected data will be analysed by using of simple statistical tools such as pie-chart, charts and also
from tables. This research study analysis after collecting the data by use of Excel software 2010 for
the presentation and analysis Each and every question was analysed carefully in order to achive
accurate results for the interpretation of the results. These results are the answers of research
question that is posted as a part of thesis and would be the main focus of the study.
a) Limitation-
There were many difficulties and obstacles occurred during conducting this research that actually
limited my scope of research, details.
b) Opinion bias-
Most of the customers may have bad experiences with banks and got the opportunity of the
questionnaires that brings out the complaints.
c) Instrument bias-
As questionnaires were designed in English, so may customers not be proficient in English to
understand the complete meaning of the questions. There would have been some discrepancy in
the interpretation of the true meaning of the respondents opinions. Therefore, as much as can
possible questionnaires were designed closely following the questionnaire guide.
Rating scale- The rating scale of discovered research was too general. The scale should be more
specific and exact from customers.

42
Methods are used in this research study would be in the area of qualitative and quantitative
research. Firstly, researcher objective is to obtain the feedback on several areas pertaining to
satisfaction. It consisted close ended question where close ended questions widely used to save
time and also in analysing to ensure that collected data should be current and updated. There are
total number of 15 questions were administered in the questionnaire. Most of the questions were
like as scale base and it’s the preffered scaling method chosen for the particular questionnaire.
Extensive use of the primary as well secondary data played a vital part in the research study.

43
Chapter 4
Data Presentation, Analysis and Findings

44
Chapter 4
Data Presentation, Analysis & Findings
There are total number of 15 questions being included into the questionnaire that is distributed at
Citibank office to all levels of staff. Moreover, specially focus on walk-in customers into the hall of
Citibank.
The scale of rating is divided into 5-point scale that is comprising of;
 Very Satisfied
 Satisfied
 Dissatisfied
 Very Dissatisfied
 No Experience
Presentation
Details are breakdown on the return survey of the questionnaire is as shown below. The purpose
of presentation, bar chart, pie chart, column graph are going to used in order to present
information and data in percentage as against numbers so that this will be better representation.

45
Managing of your account
4.1 Q1 How much satisfied are you with the way we-
Figure 1 displays the pie chart “How much satisfied are you with the way we” while treating
customers.
The survey composition illustrated as shown in graph below, 90% ratio of the customers are
satisfied with handle their account, without any mistakes that have been made and also do offer an
apology for any mistakes have made. Significantly there are 10% of customers partial dissatisfied
with the charges which actually debited without notifying or stated clearly.
Figure 4.1- How much satisfied are you with the way we
70%
20%
20%
How much satisfied are you with the way we
Efficiently handle your account
without any mistakes?
Apologies for mistakes
Clearly explain the charges

46
Handling of Enquiries
Q2: How much are you satisfied with the way of handling enquires:
4.2 The time taken to answer the telephope by members of staff-
Figure 2 displays the pie chart to explain the 24 hours Citibank staff tele-banking is whether doing
their jobs proffessionally with the target of 30 are satisfied and very satisfied with the phone of
Citibank banking staffs with quick response to answering incoming calls.
Figure 4.2- The time taken to answer the telephope by members of staff
33%
67%
0 0
0
The time taken to answer the telephope by
members of staff
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
No Experience
Frequently Percentage
Very satisfied 10 33%
Satisfied 20 67%
Dissatisfied 0 0
Very dissatisfied 0 0
No Experience 0
Total 30 100%

47
4.3 The way staff members answer your call-
Figure 3 pie chart which is shown below explained the high percentages of 93% customers are
satisfied with the way of answering calls by Citibank staffs. Moreover, 7% of customers are
dissatisfied with it, the possibility of the communication barrier due to different langagues and
dialects that caused customers dissatisfied.
As per researchers concluded each and every staffs must need to be identified the origin
langagues of the customer, even by name or by races. This actually reduce the dissatisfaction of
the customers.
Frequency Percentage
Very Satisfied 25 83%
Satisfied 3 10%
Dissatisfied 2 7%
Very Dissatisfied 0
No Experience 0
Total 30 100%
Figure4.3- The way staff members answer your call
83%
10%
7%
0
The way staff members answer your call
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
No Experience

48
4.4 Clear voice of staff members-
Figure 4 illustrated the uniquely 50% customers are satisfied with the clear voice and also with
the tone of phone converstation/communication by banking staff. But there is another 50%
dissatisfied the way staff approached due to the soft and unclear voices.
As researcher suggested the improvement and training must be provided for staffs to handling the
issues.
Very Satisfied 0
Satisfied 15 50%
Dissatisfied 15 50%
Very Dissatisfied 0
No Experience 0
Total 30 100%
Figure 4.4- Clear voice of staff members
0
50%50%
0
0
Clear voice of staff members
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
No Experience

49
4.5 Ease to reach the staff you want to speak with-
Figure 5 is the illustration of phone banking of Citibank in order to reach the staff to whom
customers want to speak with. Near about 89% are able to satisfied and rest unable to satisfy to
speak the staff whom they want to speak. Dissatisfied customers are 11% to reach the specific
staff while being transferring the call to another department or to pick the call by staff.
According to the researchers each and every staff must need to take their own responsibility to
pick up the customers call even though its not belong to their workstation. This can be help to
relieved the customers dissatisfaction.
Figure4.5- Ease to reach the staff you want to speak with
11%
78%
11%
0 0
Ease to reach the staff you want to speak with
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
No Experience
Satisfied 22 78%
Dissatisfied 3 11%
Very Dissatisfied 0
No Experience 0
Total 30 100%

50
4.6 How quickly respond your enquiry after understanding-
Figure 6 explains the well trained employees of Citibank with responded the respondants
questions. Total number of 83% respondants are satisfied with it and there are 17% of
respondants happily very satisfied with the quick response. Therefore, professionalism able to
provide an accurate and correct information about the banking information of Citibank.
Figure 4.6- How quickly respond your enquiry after understanding
17%
83%
0 0 0
How quickly respond your enquiry after
understanding
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
No Experience
Satisfied 25 83%
Dissatisfied 0
Very Dissatisfied 0
No Experience 0
Total 30 100%

51
Q3- When did you last time phone us?
4.7 When did you last phone us?
Figure 7 displays the frequency of the respondants contacting the phone banking of Citibank.
Respondants near about 94% called up an enquiry, requesting for statement or documents,
tansactions are performed through phone and etc. It shown that Citibank phone banking receiving
calls from 28 respondants between last 3 months or last month. 6% calls contacted in last 6
months to Citibank phone banking.
According to researcher about 77% are majority to contacted Citibank last 3 months, this is the
online portal which has been implemented for coustomers to access all information with one click.
Figure 4.7 When did you last time phone us
17%
77%
6%
0
When did you last phone us
In the last month
In the last 3 months
In the last 6 months
More than 6 months ago
In the last month 5 17%
In the last 3 months 23 77%
In the last 6 months 2 6%
More than 6 months ago 0
Total 30 100%

52
Q4- How much are you satisfied with;
4.8 The time taken to respond your letter by members of staff-
Figure 8 explains the time taken to reply the customers of their letters of enquiries, confirmation,
complaints, released, redemption and etc. There are total 25 very satisfied within the time frame
respond their letters that together with 5 are satisfied with it.
Figure 4.8 -The time taken to respond your letter by members of staff
83%
17%
0 0
0
The time taken to respond your letter by
members of staff
Very Satisfied
Satisfied
Dissatisfied
Very dissatisfied
No experience
Satisfied 5 17%
Dissatisfied 0
Very dissatisfied 0
No experience 0
Total 30 100%

53
4.9 How easy to read and understand our letters-
Figure 9 is the illustration of how simple and understandable Citibank letters which is issued to
their customers. Majority of the customers are greed its an effective which is easy to read and
understand the message to their customers.
Figure 4.9- How easy to read and understand our letters
17%
83%
0
0
0
How easy to read and understand our letters
Very Satisfied
Satisfied
Dissatisfied
Very dissatisfied
No experience
Satisfied 25 83%
Dissatisfied 0
Very dissatisfied 0
No experience 0
Total 30 100%

54
4.10 How clearly answer our reply letters to your enquiry –
Figure 10 explains there are 90% of respondants are very satisfied with the Citibank replied their
enquires and accurately answered to get rid of the doubts of customers. So, its clearly stated the
effective as well trained staff with good communication skills are applied.
90%
10%
0 0
How clearly answer our reply letters to your
enquiry
Very Satisfied
Satisfied
Dissatisfied
Very dissatisfied
Satisfied 3 10%
Dissatisfied 0
Very dissatisfied 0
No experience 0
Total 30 100%

55
Figure 4.10-How clearly answers our reply letters to your enquiry
4.11 Q5- In the past six months, do you have experienced of the following issues?
Figure 11 illustrate the mistakes occurred while verification of banking data and as well human
errors on few certain processed. With 20% of errors recived in an account. It can be classified as
at critical stages during it implicating the personal financial.
About 34% of respondantsalso agreed for the mistakes which is done by bank staff due to
wrongly inputed the names and addresses into system. It cause undelivered of letters possibility
none-receipt returned or statement that issued by bank unable to deliver.
One of the most challenging part in bank is the charges of disagreement with 33% of respondants,
in banking all calculation have been done by preset of programming, it mostly happened in the
bank intrest rate calculation, loan redemption and etc., variable of this calculation somestimes will
be charging customers of the bank more than it should going be, but the extra amount or an excess
will be refundable.
Somemore, 13% referring with staff who is unhelpful may create situation in the bank. Citibank
staff needs to couselling and rectifying the roots causing the customers unsatisfied. In financial
institution customers friendly is the main key towards success.
Researchers suggested there are many process which needs to improve at new enhancement to
overhaul current low percentages issued. The brainstorm session or a team of quality task force
team needs to set up resolved this issued without any delaying.
Frequency Valid Percentage
Mistake on your account 6 20%
Instruction not carried out 0
Misspell your name or address on the letters 10 34%
Mistake with a standing order or direct debit 0
Disagreement about charges 10 33%
Unhelpful staff 4 13%
Other causes to complain (Please give reason below) 0
Total 30 100%

56
Figure 4.11- In the past six months, do you have experienced of the following issues?
6
0
10
0
10
4
0
0 2 4 6 8 10 12
Mistake on your account
Instruction not carried out
Misspell your name or address on the
letters
Mistake with a standing order or
direct debit
Disagreement about charges
Unhelpful staff
Other causes to complain (Please give
reason below)
In the past six months, do you have experienced of
the following issues?
In the past six months, do you have
experienced of the following issues?

57
Q6- If you have complained, please share with us how satisfied you were with;
4.12 The way your complaint was handle by Citibank staff-
Figure 12 explains the 87% are very satisfied and 13% satisfied which means Citibank treats
complaint seriously. It having the system that in placed to tracked and monitored all incoming
complaints and atlast revert back to customer withing “turn around time” (TAT) within 3 days.
Failed to do so, then it will generate a copy or redirect the complaints towards the head of
department for further actions. Researchers concluded there must be room for improvement.
Figure 4.12-The way your complaint was handle by Citibank staff
87%
13%
The way your complaint was handle by
Citibank staff
Very Satisfied
Satisfied
Dissatisfied
Very dissatisfied
No experience
Satisfied 4 13%
Dissatisfied 0
Very dissatisfied 0
No experience 0
Total 30 100%

58
4.13 The person who going to be sorted out your complaint-
Figure 13 displays the incoming complaints that received from most of the channel anf yet sorted
it to the following department to handling of the individual complaints. Near about 90% of
respondents are satisfied with it, but there is also 10% of respondants are dissatisfied with the
current sorted stratergy, which could be re-routing the complaints processed have some setbacks,
if there is delaing in order to respond the complaints and also unsolved issued or complaints will
triggering the bank’s image.
Figure 4.13 - The person who going to be sorted out your complaint
90%
10%
0%
The person who going to be sorted out your
complaint
Very Satisfied
Satisfied
Dissatisfied
Very dissatisfied
No experience
Satisfied 27 10%
Dissatisfied 3
Very dissatisfied 0
No experience 0
Total 30 100%

59
4.14 To follow up the contact received by you-
Figure 14 explains total 83% respondents are satisfied with the staffs of Citibank for keep follow
up calls from customers. For an example a complaint is created, status of the case may remain
open untill staff follow up calls or messages updated on time as into system for tracking. If in case
its required more time to be solved then a courtesy call must informed the customer about the
status.
Researcher concluded that the services of recovery includes all activities and efforts to be
employed by a service organization to amend, rectify and to restore the loss experienced by the
customer following service failure (Boshoff and Allen,2000), (Gronroos, 1988). (Edvardsson,
1998) argues that quality service shortcomings are in most of the cases recurrent. So, to recover
service suggested that among other things , firms needs to focus on use of information coming
from the customers in terms of complaints. (Goitom Tesform 2011).
Satisfied 25 83%
Dissatisfied 0
Very dissatisfied 0
No experience 0
Total 30 100%

60
Figure 4.14- To follow up the contact received by you
17%
83%
000
To follow up the contact received by you
Very Satisfied
Satisfied
Dissatisfied
Very dissatisfied
No experience

61
STAFF
Q7 – How much satisfied are you that we have knowledgeable staff:
4.15 – Knowledgeable about the services that we offer
Figure 15 explains the respondents that rated 97% very satisfied with the information services
provided by Citibank staffs about their banking products which included: credit card, housing
loan, mutual fund, and deposit etc. This is the most critical part for the staff of banking is to know
about the services and product knowledge and also its operation.
The researcher find out is that training and product knowledge is a must for all banking industry
employees.
Figure 4.15 – Knowledge about the services that we offer
97%
3%
0
Knowledgeable about the services that we
offer
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
No Experience
Satisfied 1 3%
Dissatisfied 0
Very Dissatisfied 0
No Experience 0
TOTAL 30 100%

62
4.16 – Able to give good advice to customers-
Figure 16 illustrates the services in which employees of Citibank given the advices to respondents
for choosing of right product and to make use of Citibank facility provided. There are 93%
respondents are very satisfied with the current advices that is given by the staffs of Citibank.
Satisfied 2 7%
Dissatisfied 0
Very Dissatisfied 0
No Experience 0
TOTAL 30 100%
Figure 4.16 – Able to give good advice to customers
93%
7%
000
Able to give good advice to customers
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
No Experience

63
4.17 – Able to give 100% of attention to their customers-
The pie chart figure 17 is to illustrate the consistency of staff’s attention to customer during the
conversation taking place via online or through on the phone. This shows that 87% of the
customers are being satisfied with an attention while dealing with customers on the line.
Figure 4.17 – Able to give 100% of attention to their customers
13%
87%
0
0 0
Able to give 100% of attentionto their
customers
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
No Experience
Satisfied 26 87%
Dissatisfied 0
Very Dissatisfied 0
No Experience 0
TOTAL 30 100%

64
4.18 – Pleased to be assisting you on line-
The pie chart figure 18 explains the staff is ready to serve and customers are always come first.
The Citibank vision is to meet the criteria of customer services satisfaction in always the priority.
Even though there are so many setbacks, but the customer oriented and customer friendly is the
requirement that must be achieved.
Figure 4-18 – Pleased to be assisting you on line
17%
83%
0 0 0
Pleased to be assisting you on line
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
No Experience
Satisfied 25 83%
Dissatisfied 0
Very Dissatisfied 0
No Experience 0
TOTAL 30 100%

65
4.19 – Smart and professional strategy-
Figure 19 explains the professionalism and smart banking strategy which implementation
through the branches of Citibank. It can be defined to play a vital role in banking with all
employees that have the professionalism and able to win customers or convincing them on invest
in certain products of Citibank currently offered.
Satisfied 27 90%
Dissatisfied 0
Very Dissatisfied 0
No Experience 0
TOTAL 30 100%
Figure 4-19 – Smart and professional strategy
10%
90%
0 0
0
Smart and professional strategy
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
No Experience

66
About the branches of Citibank-
Q8 – How satisfied are you with the way Citibank branches?
4.20 – The level of privacy that we offer in the branch
Figure 20 illustrates the level of privacy and confidentiality of Citibank towards customer
information. Total number of 25 respondents with percentage of 83% agreed and satisfied with
way Citibank handle customer information. A minitority of 10% that are dissatisfied and 7% are
very dissatisfied with the customers data have been released to third parties.
The researcher concludes the privacy is the primary concerned of the customer and it needs to be
highlight and inform the employees to the certain extend where no customer data will be released
without customer consent.
Figure 4.20 – The level of privacy that we offer in the branch
0
25
3 2
0
0
5
10
15
20
25
30
Very Satisfied Satisfied Dissatisfied Very Dissatisfied No Experience
The level of privacy that we offer in the
branch
Very Satisfied 0
Satisfied 25 83%
Dissatisfied 3 10%
Very Dissatisfied 2 7%
No Experience 0
TOTAL 30 100%

67
4.21 – The Cleanliness of the Citibank branches -
Figure 21 highlighted on cleanliness of the Citibank branches that operate in clean and tidy
environment. Near about 87% of respondents respond their satisfaction with the cleanliness of
Citibank maintain it banking hall and customer friendly smart banking counter area. There are
total 13% are respondents who dissatisfied with the high possibly of the print out generated by
ATM withdrawal machine leftover. It has been a number of complaints but its required to be
consistently clean up on time-to-time basis.
Very Satisfied 0
Satisfied 26 87%
Dissatisfied 4 13%
Very Dissatisfied 0
No Experience 0
TOTAL 30 100%
Figure 4.21 – The cleanliness of the Citibank branch
0
26
4
0 0
0
5
10
15
20
25
30
The cleanliness of the Citibank branch

68
4.22 – How your enquiries are passed through between staff
Figure 22 highlighted on respondents about 90% of satisfied with the current Citibank staffs
passed the customer enquiries to other department for an instruction or action that needs to be
taken as per the request of customers.
There are 3% dissatisfied with the enquiries that never reached the following staff. It could be a
breakdown of communication in certain department staffs.
Very Satisfied 2 7%
Satisfied 27 90%
Dissatisfied 1 3%
Very Dissatisfied 0
No Experience 0
TOTAL 30 100%
Figure 4.22 – How your enquiries are passed through between staff
2
27
1 0 0
0
5
10
15
20
25
30
Very Satisfied Satisfied Dissatisfied Very
Dissatisfied
No Experience
How your enquiries are passed
through between staff

69
4.23 – How often are you had to be in queue? -
The column figure 23 explains the respondents near about 67% and 33% are very satisfied and
satisfied with the waiting time at the counter transactions with fast and efficiency of that able to
served customer without customers wasting their precious time while during line up at the
banking hall.
Satisfied 20 67%
Dissatisfied 0
Very Dissatisfied 0
No Experience 0
TOTAL 30 100%
Figures 4.23 – How often are you had to be in queue?
10
20
0 0 0
0
5
10
15
20
25
How oftenare you had to be in queue?

70
4.24 – How long you have been to queue-
The column chart figure 24 illustrates the respondents are satisfied with the way they have to be
queuing up for the time of transaction. It has been a signed of success which has been meeting the
customer requirement for the fast and well-trained counters staff to processing of the customer
transactions.
Satisfied 25 83%
Dissatisfied 0
Very Dissatisfied 0
No Experience 0
TOTAL 30 100%
Figure 4.24 – How long you have been to queue
5
25
0 0 0
0
5
10
15
20
25
30
How long you have been to queue

71
4.25 – Our effort to reduce the time of queuing
The column chart figure 25 displays about 93% of overall improvement to reducing the time of
queuing. It has been challenged for Citibank staffs to perform the numbers of transaction in a
short time of period. Each staff having the responsibility to served their customers with their best.
A monthly top performer will be awarded to the following staffs. This is to motivate the staffs to
be performed the services for the extra miles.
Very Satisfied 2 7%
Satisfied 28 93%
Dissatisfied 0
Very Dissatisfied 0
No Experience 0
TOTAL 30 100%
Figure 4.25 – Our efforts to reduce the time of queuing
2
28
0 0 0
0
5
10
15
20
25
30
Our efforts to reduce the time of queuing

72
4.26 – How quickly our cashiers carry out customer’s instruction
The column chart figure 26 is a benchmark is to performing of a transaction with fully
understanding the customer requirements. It can be simple transaction, but the proper procedure
is must be followed and in the same time, without taking more time of customers.
Very Satisfied 1 4%
Satisfied 28 93%
Dissatisfied 1 3%
Very Dissatisfied 0
No Experience 0
TOTAL 30 100%
Figure 4.26 – How quickly our cashiers carry out customer’s instructions
1
28
1
0 0
0
5
10
15
20
25
30
How quickly our cashiers carry out customers
instructions

73
Q 9 How much are you satisfied with the cash machines in our branches?
4.27 – To being open-
Figure 27 pie chart, illustrates the operation hours of Citibank to being as opened on time basis. It
is an essential by the central bank of Malaysia; the operation hours for bank cash machines must
be opened on time and 83% as well 17% of respondents are being very satisfied with the
operation hours of Citibank.
Satisfied 5 17%
Dissatisfied 0
Very Dissatisfied 0
No Experience 0
TOTAL 30 100%
Figure 4.27 – To being open
To being open
Very Satisfied
Satisfied
Dissastified
Very Dissatisfied
No Experience
17%
83%
0%

74
4.28 – To being clean and tidy-
Figure 28 explains the operating location of cash machines with 20% and 33% of respondents are
satisfied with the clean and tidy areas. But also 27% and 20% of the respondents are dissatisfied
and very dissatisfied with the area of cash machines operation.
The researcher concludes that a need of improvement in the area of operation, it mainly are
printouts of the receipts that being thrown away by certain parties. The consistently cleaning and
maintenance are needed to tackle of the dissatisfied areas.
Satisfied 10 33%
Dissatisfied 8 27%
Very
Dissatisfied
6 20%
No Experience 0
TOTAL 30 100%
Figure 4.28 – To being clean and tidy
To being clean and tidy
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
No Experience
20
%
20%
0%
33%
27%

75
4.29 – Providing of the readable printouts-
Figure 29 displays the Citibank cash machines that provided the printout copied for the
customers. The satisfaction rated 50% and 27% respondents are very satisfied and satisfied with
the copies which is given to customers for their record purposed. About 23% of respondents are
rated dissatisfied with the copied receipt given are not visible or unreadable.
The researcher has made conclusion that by routine checking on the cash machines with the
printout of receipt are printing with an acceptable quality.
Satisfied 15 50%
Dissatisfied 7 23%
Very Dissatisfied 0
No Experience 0
TOTAL 30 100%
Figure4.29 – Providing of the readable printout
Poviding of the readable printouts
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
No Experience
23% 27%
0%
50%

76
General
4.30 – Q 10 – When were you last in the branch of Citibank-
The bar chart figure 30 illustrates the frequency of the customers walk in to the branch of
Citibank. With 90% of respondents are visited in the branch of Citibank since last 3 months and
last month. 10% of the respondents are visited last 6 month. Mainly, the online or internet
banking are saving the time of customers which can execute the transaction online via the portal,
performing fund transfer, credit card or repayment of loan. It can be accessed in 24 per day, 7
days a week, mostly anywhere in Malaysia with the access of Internet.
In the last month 20 67%
In the last 3 month 7 23%
In the last 6 month 3 10%
More than 6 month ago 0
TOTAL 30 100%
Figure 4.30 – When were you last in the branch of Citibank
In the last
month
In the last 3
month
In the last 6
month
More than 6
month ago
 Series 1 20 7 3 0
20
7
3
0
0 5 10 15 20 25
In the last month
In the last 3 month
In the last 6 month
More than 6 month ago
When were you last in the branch of Citibank

77
Q 11 – How likely are you to?
4.31-Recommend this bank through your friend or relative
Figure 31 explains the majority of 27% and 67% respondents are willing to refer Citibank or
recommend to their friends and relatives in regards to production or financing of Citibank
banking. It has been signed of Citibank are gaining the popularity in the local market and 6%
respondents are unlikely to recommend the bank as due to few dispute or misunderstanding in
between the bank and customers as well.
Very Likely 8 27%
Likely 20 67%
Unlikely 2 6%
Very Unlikely 0
TOTAL 30 100%
Figure 4.31 – Recommend this bank through your friend or relative
Recommendthis bank throughyour friend or
relative
Very Likely
Likely
Unlikely
Very Unlikely
67
%
27%
6%
0%

78
4.32 – Remain a customer of this bank-
Figure 32 illustrates that 97% of respondents will be still remain as customer in Citibank. The
main reasoned is to still remain in the bank are the customers happiness and satisfaction with the
services provided, fast and efficiently are the bank as always promised.
Very Likely 1 4%
Likely 28 93%
Unlikely 1 3%
Very Unlikely 0
TOTAL 30 100%
Figure 4.32 – Remain a customer of this bank
Remain a customer of this bank
Very Likely
Likely
Unlikely
Very Unlikely
93
%
3% 4%
0%

79
4.33 – To buy another products or services from this bank-
The pie chart figure 33 explains the respondents are willing to financing or taking up others loan
product that actually currently offered by Citibank. About 83% and 10% are likely respondents
responded they all are likely to take up another product or service from the Citibank. With the 7%
of respondents will not going participate in product and service of Citibank.
The researcher concluded that in an order to regain the 7% of respondents, so that to provide
them more details of the products or services and given some better rates that are currently
offered in the market.
Very Likely 3 10%
Likely 25 83%
Unlikely 2 7%
Very Unlikely 0
TOTAL 30 100%
Figure 4.33 – To buy another product or service from this bank
To buy another product or service from
this bank
Very Likely
Likely
Unlikely
Very Unlikely
83%
10%7%
0%

Study Of Customer Satisfaction On Smart Banking In Citibank

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