Customer Services and Customer Satisfaction in the Banking Industry: A Case Study of Barclays Bank UK (Borough High Street Branch)

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

Signed __________________ Date _________________

ABSTRACT

The research explores the concept of customer satisfaction by defining different theories and concepts presented by various researchers and analysts. Furthermore, it gives an idea of the amount importance and consideration that has been given by managers to customer satisfaction. Since, the competition has been becoming fierce day by day; the financial institutions and non-financial institutions have been fighting to attract customers. The organisations are devising different strategies that would divert customer's attention to their product or service. The research also gives an overview of banking Industry in United Kingdom. The corporate world, especially the service oriented organisations are facing number of challenges in terms of uncertain economic conditions, increasing demands of customers, continuous development in technologies and continuously changing perception of consumers. Therefore, this research discusses about the importance of customer services and analyses the role played customer services in increasing the level of customer satisfaction. Moreover, the study also analyses the case of Barclays bank (Borough High Street Branch) to analyse the impact of customer satisfaction on the business. The organisations have been established in 1690's and since then it has been operating successfully. The research is conducted through secondary methodology and questionnaire survey. Questionnaire survey is from customers using banking service and employees of Barclays bank.



TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

1.1Background of the Research1

1.2Significance of the Study1

1.3Rationale of the Study2

1.4Organisational Context: Barclays Bank- Borough High Street Branch3

1.5Research Objectives4

1.6Brief Methodology5

1.7Structure of the Dessertation5

1.7.1Chapter One5

1.7.2Chapter Two5

1.7.3Chapter Three5

1.7.4Chapter Four6

1.7.5Chapter Five6

CHAPTER 2: LITERATURE REVIEW7

2.1Overview of UK Banking Industry7

2.2Customer Satisfaction8

2.3Customer Perceived Value9

2.4Customer Satisfaction in Banking Industry of United Kingdom11

2.5Customer Satisfaction and Perceived Value12

2.6Role and Importance of Customer Satisfaction in the Corporate World12

2.6.1Assimilation Contrast Theory13

2.6.2Contrast Theory13

2.6.3Dissonance Theory14

2.6.4Expectation-Disconfirmation Theory (EDT)14

2.6.5Equity theory15

2.7Customer Services15

2.8Service Quality17

2.9Customer Loyalty18

CHAPTER 3: METHODOLOGY19

3.1Research Design19

3.1.1Research Philosophy19

3.1.2Research Approach20

3.1.3Research Strategy: Case Study20

3.1.4Sampling22

3.2Ethics Consideration23

3.3Data source for Investigation24

3.1.5Secondary Data24

3.1.6Primary Data24

3.4Research Instrument25

3.1.7Instrument Justification25

3.1.8The “Pilot” Run25

3.1.9Instrument Design25

3.5Data Analysis Methods Employed26

3.1.10Data Preparation and Presentation27

3.1.11Analytical Method Used27

3.6Reliability and Validity27

3.1.12Reliability27

3.1.13Validity28

CHAPTER 4: FINDING, ANALYSIS AND EVALUATIONS29

4.1Introduction29

4.2Presentation of Data29

4.2.1Age29

4.2.2Gender30

4.2.3Questionnaire Results31

4.3Analysis of results36

4.4Discussion38

4.4.1Relationship between customer satisfaction and service quality38

4.4.2Customer Satisfaction is Important to Consider in the Banking Industry42

4.4.3Barclays Bank (Borough High Street Branch) Customer Service Activities44

CHAPTER 5: CONCLUSION AND ...