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SERVICE QUALITY TRANSLATING INTO CUSTOMER SATISFACTION IN STANDARD CHARTERED
BANK
SERVICE QUALITY TRANSLATING INTO

CUSTOMER SATISFACTION
METHOD OF BUSINESS RESEARCH REPORT
HAMDARD UNIVERSITY CITY CAMPUS (HIMS)

GROUP MEMBERS:
MANAWAR ALI KHAN (MEN 2200770)
SAIF-ULLAH BEHAB (562021)
MUHAMMAD ASHRAF KHAN (MEN-2200606)
AMIR ALI ZULFIQUAR (0203)
HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 2

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Table of Contents
Acknowledgement i
Academic Honor ii
Executive Summary iii
1. Introduction
 Back Ground 2
 Problem Statement 2
 Questions to be Addressed 3
2. Research Methodology 4
 Information Gathering 4
• Personal Interviews 4
• Questionnaires to be filled by Customers 4
• Personal Visits and Observations 5
3. A Brief Review 6
 Why Standard Chartered Bank Limited, Pakistan 6

 What is Service Quality 6
 Objectives of Service Quality 6
 Internal Service Measures 7
 Total Quality Management 8
 Sigma Six 8
4. Findings
 Questionnaires filled by Mystery Shoppers 9
 Questionnaires to be filled by Customers 16
5. Conclusion
7. Bibliography 33
6. Appendices 34

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Acknowledgement
Any piece of work, however small, is not possible without the Almighty. We extend our
gratitude to our teacher Mr. AKHTAR AHSAN who teaches us the true meaning of research
and without whom, the research would not have been possible. This research, from its topic to
the tools and text used in it, is due his assistance and guidance.
The research and the writing of this report were supported by the Staff and the Customers of
Standard Chartered Bank, who have been very cooperative and supportive in providing
information about how things move around in the service quality department and how the
department has been helpful in imparting product knowledge and customer satisfaction.
Last but not least, profound gratitude to our parent and the institution that has provided its
students with a forum to present their views and findings with complete freedom

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Academic Honor Code
We take full responsibility for the contents of this assignment. To the best of our knowledge, any
ideas, words, sentences, paragraphs or parts of another person’s writing are fully documented.
We have researched and written the contents with the utmost integrity and honesty, and we are
able to answer any questions arising from the contents provided here in.

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Executive Summary
The objective of the research is to provide a brief review on the emerging concept of the Service
Quality and key factors that are practiced in the service excellence area of the banking industry.
The implementation of Internal Service Measures in Standard Chartered Bank Pakistan and the
role of Service Assurance in maintaining outstanding customer will also be studied and taken as
a subject. We as a researcher will review not only the Particular department of the Bank but also
the responses from the frontline staff and customers. This will help us and the reader in
understanding how (if it does) the quality of service affects the customer loyalty towards the
Bank.
The two branches under review are:
 Al Rahim Branch at I I Chundrigar Branch

 Hyderi Branch at North Nazimabad

These branches have been taken into consideration due to their prime commercial location and
strong customer base.
Most of the information provided in the report is based on interviews with the bank staff which
led to a better knowledge of how service standards are maintained and monitored. The branch
visits (mystery shopping) brought forward facts of how the customers are dealt with at the
branch. Here the Research can deduce results based on personal experience. The visits have been
very successful and instruments in reaching conclusion on the part of customer perspectives.

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Introduction
Since Service Quality Assurance is a new concept in the Banking and Financial Service
industry, collection of data based on Literature Review is one of the biggest constraints in the
research. Most of the review done on the research has been through the web. The study
provides an over view of the implementation of Internal Service Measures in Standard
Chartered Bank Pakistan and the role of Service Assurance in maintaining outstanding
customer services.
 Back Ground:-
The banking institutions, being homogenous and offering by and large the similar products,
have to attach great importance to the quality of their services in order not only to be
competitive but also to distinguish themselves from each other.
With such extreme competition in the market and more or less the same banking products
offering nearly the same rates, the banks are left with only service excellence to attract more
customers. This is also one big reason that the customers today expect more than good
returns on deposits and/ or less markup on credit.
They want prompt, courteous, efficient service and that too with trust and security. This
market competition and high level of customer expectation has also given way to certain
service standards that include the banks’ internal service measures as well as standards set
and being monitored by the external strategic systems like the International Organization for
Standardization (ISO), Total Quality Management (TQM), etc as well as monitoring being
done by State Bank of Pakistan.
In conducting the research about the Quality Assurance viz. a viz. customer satisfaction, we
as a researcher would familiarize ourselves with the historical background of the
organization, focusing on the policies and actual practices followed by Standard Chartered
Bank.
The two branches that have been taken into study are the Al Rahim Branch due to its high
customer Volume and frequency on transactions and Hyderi Branch due to its prime location
in the Main Hyderi Market.
 Problem Statement:-
In the emerging banking scenario and competitiveness in the market it has become very
important for banks to provide good services that would result in better customer satisfaction
level and customer loyalty. A strong customer base is the back bone for any business.

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 Questions to be Addressed:-
Based on the familiarization review, the researcher provides in specific terms, the challenges
being faced by the organization in the area of Quality Assurance.
In the course of research, efforts have been made to seek answers to the following questions:
1. Does the bank’s Vision and Mission statement include the concept of Quality
Assurance?
2. Whether the bank has established a full fledged department for quality assurance?
3. Is the Quality Assurance Department exercising the three main components of
TQM, i.e., Just in Time (JIT), Total Quality Control (TQC), and Total Employee
Involvement (TEI)?
4. If so, has the senior management been fully familiarized with concepts,
implementation strategies, and imperatives of TQM?
5. What Internal Service Measures are being taken to ensure Service Excellence?
6. How these practices and customer satisfaction is monitored by the Quality
Assurance Department?
7. Has the Service Quality Monitoring helped improve the standard of services being
provided to customers?
8. Do these practices actually reflect on the banks image?
9. Do the Service Quality Measures actually result in customer satisfaction?
10. Does customer satisfaction guarantee customer loyalty for the bank or its
products?
Research Methodology:-
The research has been conducted on the basis of primary and secondary data and information
gathered through field work. The methodology adopted in carrying out the research consists
of personal interviews as well as questionnaires filled by both the banking staff and selected
customers. The questionnaire will help determine the satisfaction level of customers visiting
the branch and also how much quality of service matters to them. Questionnaires designed to
be filled by staff also help in understanding the emerging concept of Service Excellence and
also to find out what measures are being taken ensure that customers are being served with
quality .Visits to branches determine the quality of service being maintained by the Service
Assurance, the practices by the front line staff and the response of the customers.
 Information Gathering:-
The two branches of SCB are under review.

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 Personal Interviews
 Manager CCC
 Regional Head Branch Banking
 SQM
 Branch Managers of Each Branch
 Operations Managers 1 from Each Branch

 CROs and CRMs 2 From Each Branch
 Personal Bankers 1-2 From Each Branch
 CSOs 2 from Each Branch
 Online Bankers 10 at CCC
 Questionnaires to be filled by Selected Customers:-
 To be selected from a list of Prime Customers & Customers who Visit

Branches Frequently for Transactions.
 Customers who frequently use online (CCC) services for transactions and
payments.
 Personal Visits and Observations:-
 Branch Visits/Mystery Shopping…(Minimum 1 to Each Branch)

 Visits To CCC
 Constraints:-
The research requires a detailed study and analysis of SCB’s internal service assurance
policies, their implementation and practices by the staff. Since there are confidentiality issues
and the bank staff is reluctant to share company details, it will be difficult to gauge to what
extents the Internal Service measures have been implemented, are being practiced and also
monitored internally.
 Confidentiality Issues
 Reluctance of Bank Staff to share company details.
Why Standard Chartered Bank Chosen for Research:-
The first question that arises in the mind of the reader is that Why Standard Chartered Bank
(SCB) has been chosen as the subject for research.

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Standard Chartered Bank has a history of over 150 years in banking with an extensive global
network of over 1,400 branches in over 50 countries. It employs 60,000 people representing
over 90 nationalities worldwide.
Standard Chartered Bank (Pakistan) Ltd. calls itself ‘a locally embedded International Bank’
and also claims to be the largest International Bank in Pakistan. SCB has been operating in
Pakistan for the last 143 years since 1863. SCB Pakistan Ltd. has a network of 115 branches
across 22 cities in Pakistan (As of January 01, 2007).
What Is Service Quality:-
As you enter Quality Assurance Department at SCB Pakistan you cannot miss these words
written on the workstations and that’s how they define Service Quality.
“Do the right thing, right the first time,

every time.”
Quality is managing and working day to day emphasizing;
• Customer satisfaction and loyalty.

• Employee Involvement.
• Continuous process improvement.
Objectives of Service Quality Management Group (SQM):-
The objectives of the SQM are to:-
• Set and monitor internal service standards and measurements.

• Articulate the customers’ point of view i.e. “Voice of the Customer” through external
service measures.
• Review and rationalize all operation processes.
• Recognise and reward people through service award programs.
• Set ‘accountability’ standards that include:
o Customers’ satisfaction and loyalty.
o Continuous improvement.
o Awareness through recognition and reward.
• Initiate and drive service related training.
Internal Service Measures:-

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Internal Service Measures are basically the Service Standards and Measurements that are set
by a Bank (SCB in this case) which are followed by the front desk staff and is continuously
monitored by the Quality Assurance Team.
• Telephone Timeliness:
The telephone must be picked up within three bells. The customer on the other end should
not be kept waiting.
• Telephone Effectiveness:
The customer’s queries should be addressed/ issues should be resolved instantaneously. The
customer should not be put on hold for too long and the customer should be provided with
full information that he seeks and that too with courtesy and efficiency.
• Teller Wait Time:
The customers at branch should be greeted by the interacting staff and his transactions should
be done without delay.
• PO/DD Issuance:
The pay orders and demand drafts transactions are monitored for the time the customer has to
wait for his transaction to take place.
• Thank You Letters:
After account opening, the customers are to be sent a letter as a token of gratitude for
initiating business with the bank and also to assure quality business in future.
• Cheque Book Replacement:
The chequebooks requested by the existing customer should be ready within the time set/
standardized by the Quality Assurance Department.
• ATM Availability:
The ATM service is provided so as to facilitate the customers and also to provide the round
the clock access to their money. Availability of ATMs at all times is there’s very important.
• Complaint Acknowledgment & Resolution:
The comments and feedback of the customers should be immediately acknowledged and the
complaints should be promptly resolved.

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Total Quality Management:-
TQM or Total Quality Management is composed of three basic functions.
• Total means that everyone in the organization is involved in the final product/ service to
the customer.
• Quality means keeping customer focus for every process, service and product developed
• Management recognizes that TQM will not happen by accident. It is a process that has to
be managed
It has been defined by International Organization for Standards as:-
"TQM is a management approach for an

organization, centered on quality, based on the
participation of all its members and aiming at long-
term success through customer satisfaction, and
benefits to all members of the organization and to
society."
Total Quality Management:-
The TQM has three main components, namely:-
• Just in Time (JIT),

• Total Quality Control (TQC),
• Total Employee Involvement (TEI).
Just in Time (JIT) exposes the cause of problems whereas Total Quality Control (TQC) helps
provide a solution to these problems. Since the employees do all improvements, they need to
be involved in the process of change. Total Employee Involvement (TEI) helps elicits this
involvement. JIT uses techniques similar to Lean, and TQC uses tools and techniques similar
to Six Sigma tools.
Sigma Six:-
Sigma Six is a measure of quality that strives for near perfection. It is a methodology driven
by understanding customer needs, and the disciplined use of data & facts, and analysis of
present practices to improve and reinvent organizational processes.

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Findings
Questionnaire I
To Be Filled By The Mystery Shopper/ Researcher
Based on Observations/ Branch Visits
(8 Visits in each Branch)

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Section 1- Customer Services- Branch Visit
Al- Rahim Branch Haidery Branch

When you e ntered the branch, w ere you When you entered the branch, were you
gre eted/ acknow ledged by any staff? greeted/ acknowledged by any staff?
0% 0%
13%
38%
Yes Yes
No No
N/A N/A
62%
87%

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Were you attended for information/ Were you attended for information/
service? service?
0% 0%
13% 13%
Yes Yes
No No
N/A N/A
87% 87%
Was the staff courteous and helpful Was the staff courteous and helpful in
in providing information? providing inform ation?
0%
0%
25%
38% Yes
Yes No
No
N/A
N/A
62%
75%
Did the staff provide correct Did the staff provide correct inform ation?
information?
13%
13%
Yes
Yes
25% No
49% No
N/A 62% N/A
38%
Section 2- Customer Services-Telephone

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Telephone Tim eliness(Response w ithin 3 Te lephone Timeliness(Response w ithin 3

rings ) rings)
0%
13% 0%
0% Yes
Yes
No No
N/A N/A
87%
100%
Proper call handling by the operator Proper call handling by the operator
13%
0%
13% Yes
38% Yes
No
No
N/A
62% N/A
74%
Did the employee who attended: a) Did the employee who attended: a)
Introduce self Introduce self
0% 13% 0%
0%
Yes
Yes
No
No
N/A
N/ A
100%
87%
b) Was courteous and w illing to help b) Was courteous and w illing to he lp
0% 0%
25% 25%
Yes Yes
No No
N/A N/A
75% 75%

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c) Give satisfactory inform ation c) Give satisfactory inform ation
0% 0%
25%
Yes Yes
50% 50% No No
N/A N/A
75%
Section 3- Cash Counter Services

Did the cash counter staff ack now ledge Did the cash counter staff ack now ledge
you? you?
25% 25%
Yes Yes
0% No 0% No
N/A N/A
75% 75%
Did you have to w ait for not more than 10 Did you have to w ait for not more than 10
minutes for your turn at the cas h minutes for your turn at the cas h
counter? counter?
13%
25%
13% Yes Yes
No 0% No
N/A N/A
74% 75%

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Was the transaction proces sed w ithin 10 Was the transaction proces sed w ithin 10
minutes? minutes?
25% 25%
Yes Yes
0% No 0% No
N/A N/A
75% 75%
Section 4- Shopper's Observation

Acceptable level of cross talk/ nois e volum e Acceptable level of cross talk/ noise volume
0% 0%
25%
Yes Yes
50% 50% No No
N/A N/A
75%
Professional environm ent Professional environme nt
0% 13% 0%
38% Yes Yes

No No
62%
N/A N/A
87%

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Product Material in the vestibule Product Mate rial in the vestibule
13% 0% 0%
Yes Yes
No No
N/A N/A
87% 100%
Sm ooth functionality of ATM Smooth functionality of ATM
13% 13%
13% Yes 13% Yes

No No
N/A N/A
74% 74%
Air condition/ vestibule condition Air condition/ vestibule condition
13% 0% 13% 0%
Yes Yes
No No
N/A N/A
87% 87%
0% 0%
25% 25%
Yes Yes
No No
N/A N/A
75% 75%

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Adequate s eating arrangem ent for Adequate seating arrangem ent for
customers cus tom e rs
0%
25% 25%
Yes Yes
No No
62% N/A N/A

13%
75%
Findings

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Questionnaire II
To Be Filled By The Customers
(30 From Each Branch)
Section 2- SCB Customer Base:-
Al- Rahim Branch

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Section 2 a Are you an SCB Customer because of:
Convenience
4%
8% 16% Accessibility
Reliability
20%
16% Customer Service
Reputation
4%
Asset/ Reserves
32%
Other Reason
(Please specify)
Hyderi Branch

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Section 2 a Are you an SCB Customer because of:
Convenience
8%
0% Accessibility
28%
16%
Reliability
Customer Service
Reputation
8%
Asset/ Reserves
4%
36%
Other Reason
(Please specify)

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2 b) On a scale of 1 to 10, rank the following banks in terms of Services (10 is Excellent and 1 is Bad):-
The results have been determined by taking out a round of figure of the average ranking provided through
questionnaires.
Al- Rahim Branch
On a scale of 1 to 10, rank the following banks in

terms of Services (10 is Excellent and 1 is Bad):-
Standard
Chartered Bank
Citi Bank
10% 0% 13% HSBC
12% Askari
13% Commercial Bank
Abn Amro Bank
12%
HBL
15%
13% UBL
12%
Bank Alfalah Ltd
Others (Please
Specify)

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Hyderi Branch
On a scale of 1 to 10, rank the following banks in

terms of Services (10 is Excellent and 1 is Bad):-
Standard
Chartered Bank
Citi Bank
13% 0% 14% HSBC
Askari
10% Commercial Bank
13%
Abn Amro Bank
13% HBL
12%
UBL
12% 13%
Bank Alfalah Ltd
Others (Please
Specify)

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Section 3 a- Customer Services- Personal Banker

How do you find the branch How do you find the branch
environm ent? environment?
8% 0%
8% 0% 12%
Excellent
32% Excellent Good
44%
20% Good Average
Below Average
Average N/A
Below Average 36%
N/A
40%
Were you attended for inform ation/ Were you attended for inform ation/
service? s ervice?
8% 0% 16%
0%
20%
16% Excellent Excellent
Good 8% Good
Average 52% Average
Below Average Below Average
N/A 24% N/A
56%

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How w ill you grade your Pe rsonal bank er in How w ill you grade your Pe rsonal banker in
term s of: a) Inform ation term s of: a) Information
0% 0%
20% 16%
Excellent Excellent
36% Good
40% Good
Average Average
Below Average 20% Below Average
N/A N/A
24%
16% 28%
How w ill you grade your Personal bank er in term s How w ill you grade your Pe rsonal banker
of: b) Courtesy in term s of: b) Courtes y
12% 0%
0%
20% Excellent
Good
Excellent
36% 20% 44% Average
Good
Below Average
Average
N/A
Below Average
N/A
24% 24%
20%
How w ill you grade your Personal banker in How w ill you grade your Pers onal banke r in
terms of: c) Updation of upcoming Sche m es and te rms of: c) Updation of upcom ing Schem es and
Prom otion Prom otion
0% 12% 0%
20%
Excellent Excellent
36%
Good Good
20% 44%
Average Average
N/A N/A
24%
20% 24%

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How is your PB he lpful in address ing/ s olving How is your PB helpful in addressing/
your product relate d queries? solving your product related queries?
7%
7% 13%
33%
13% Excellent
Excellent
33% Good
Good
Average
Average
20% Below Average
Below Average
N/A
20% N/A
27%
27%
Section 3 b- Customer Services- Customer Relationship Officer/ Manager

i How do you find the front desk i How do you find the front des k services
se rvices w he n you visit the branch? w hen you visit the branch?
16% 0% 8%0%
Excellent Excellent
12%
Good Good
44%
48% Average Average
20%
36% N/A
N/A
16%
What is the quality of service provided at the What is the quality of service provided at the
customer facilitation desk? customer facilitation desk?
8% 0% 11% 0% Excellent
Excellent
12% 7%
Good Good
40%
49% Average
Average
33%
40% N/A N/A

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How is the quality of service provided at the How is the quality of se rvice provided at the
cash counter? cash counter?
Excellent
16% 0%
16% 0% Excellent Good
4% 36%
Good Average
20% 52% Average Below Average
44%
Below Average N/A
12% N/A
How do you find the w illingness of the How do you find the willingness of the staff to
staff to help/ facilitate the custom er? help/ facilitate the customer?
0% 0%
20% Excellent 20% Excellent
32% 28%
Good Good
Average Average
16%
24% Below Average Below Average
N/A 36% N/A
24%
Section 4- Customer Services At Branch:-

When you visit the branch; a) Are you greeted/ When you visit the branch; a) Are you
acknow ledged by any staff? greeted/ acknow ledged by any s taff?
8%0% Mostly Yes 8%0%

12% Mostly Yes
20% Sometimes
Sometimes
Never
Never
72% N/A
80% N/A

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When you visit the branch; b) Are you When you visit the branch; b) Are you atte nded
attended for inform ation/ s ervice? for information/ service?
8% 16% Mostly Yes
16% Mostly Yes 12% Sometimes

52%
Sometimes Never
20%
Never N/A
16% 60%
N/A
Is the staff courteous and helpful in Is the s taff courteous and helpful in
providing inform ation? providing inform ation?
0% 0%
16% 20%
Mostly Yes
Mostly Yes
44% Sometimes
Sometimes
48%
Never
Never
36% N/A
36% N/A
Does the staff provide correct Does the staff provide correct information?
inform ation?
4%
0%
Mostly Yes
8% 0% Mostly Yes 36%
Sometimes
44% Sometimes Never
Never 60%
48% N/A
N/A


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Telephone Timeliness(Response w ithin 3 Tele phone Tim eliness(Res pons e w ithin 3

rings) rings)
8%
4% 0%
Mostly Yes
16% 0% 16% Sometimes
Mostly Yes
Sometimes Never
76% N/A
Never
N/A
80%
Proper call handling by the operator Proper call handling by the operator
12% 8%
0%
Mostly Yes
Mostly Yes 16%
Sometimes
20% Sometimes
52% Never
Never
76% N/A
N/A
16%
Does the e mployee w ho attends the Does the em ployee w ho attends the call; a)
call; a) Introduce self Introduce self
8%
8%
12% Mostly Yes 12% Mostly Yes
Sometimes Sometimes
8%
Never 16% Never
64%
72% N/A N/A
Does the employee w ho attends the call; b) Does the e mployee w ho attends the call; b)
Is courte ous and w illing to help Is courteous and w illing to help
8%
Mostly Yes
0%
24% 12% Sometimes
Mostly Yes
52%
Sometimes Never
28%
Never N/A
60%
16%
N/A

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Does the em ploye e w ho attends the call; Does the e mployee w ho attends the
c) Give satisfactory information call; c) Give satisfactory information
8% 8%
Mostly Yes Mostly Yes
Sometimes 36% Sometimes
28% 44% 28%
Never Never
N/A N/A
20% 28%
Section 6- Cash Counter Services:-

i Does the cash counter s taff i Does the cash counter staff
acknow ledge you? acknow ledge you?
12% 12%
Sometimes Sometimes
16%
Never 24% 60% Never
68% N/A N/A
Do you have to w ait for not more than 10 Do you have to w ait for not m ore
m inute s for your turn at the cas h than 10 m inutes for your turn at the
counter? cash counter?
Mostly Yes
12%
12% 20% Mostly Yes 12% Sometimes
16% Sometimes 60% Never
16%
Never N/A
52% N/A
Is the transaction processe d w ithin Is the trans action process ed w ithin ten
ten m inutes? m inute s?
11% 11% 12% Mostly Yes

Mostly Yes 4%
14% 40% Sometimes
Sometimes
Never
Never
44% N/A
64% N/A

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Section 7- Customer’s Observation:-

Acceptable leve l of cross talk/ noise volum e Acceptable level of cross talk/ noise
volume
8%0%
Mostly Yes 16% 0%
24% Sometimes M ostly Y es
Sometimes
Never 24% Never
60%
68%
N/A N/A
Professional environm ent Professional environment
0% 16% 0%
Sometimes Sometimes
48% 52%
Never 24% 60% Never
N/A N/A
8%
0% 12%
Mostly Yes 0% Mostly Yes
16%
Sometimes 20% Sometimes
Never Never
68%
76% N/A N/A
Sm ooth functionality of ATM Smooth functionality of ATM
12% 4%
0%
0% Mostly Yes Mostly Yes
28%
Sometimes Sometimes
28%
60% Never Never
68%
N/A N/A

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Air condition/ vestibule condition Air condition/ vestibule condition
20% 0% 8%
0%
36%
Sometimes Sometimes
48%
Never 44% Never
N/A N/A
44%
Product Material in the vestibule Product Material in the vestibule
8%
0% 16%
Sometimes Sometimes
Never 24% 60% Never
76% N/A N/A
Adequate seating arrangem ent for Ade quate seating arrangem ent for
custom ers cus tome rs
0% 0%
20% 16%

Sometimes Sometimes
52%
Never 24% Never
60%
28% N/A N/A

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Conclusion
• Does the bank’s Vision and Mission statement include the concept of Quality
Assurance?
The Vision and Mission Statement of the Bank gives high priority to Customer
Satisfaction.
Standard Chartered Bank Ltd Pakistan’s Vision Statement
To strengthen SCB’s Service, Culture, Competitiveness and Infrastructure by

closely working with Our Co-leagues and focusing on Customer Satisfaction
and process improvement in order to achieve a fundamental business objective of
“ growing, deepening and retaining customer relationship”
Standard Chartered Bank Ltd Pakistan’s Mission Statement
To be the premier bank, responsive to the needs of our target market customers,
recognized for superior service quality and innovative products, thereby
delivering value to our stakeholders.
Standard Chartered Bank Ltd Pakistan’s Core Values
Customer Focus
Integrity
Meritocracy
Innovation
Teamwork
Humility
Vision of the Service Quality Department
To be a premier bank focused on our customers, recognized for superior services,

innovative products and high returns to all our stakeholders.
During the interviews it was observed that all staff members were fully aware of the
vision and mission statement and its importance in retaining good customer profile.
• Whether the bank has established a full fledged department for quality assurance?
After acquiring Union Bank Ltd in 2006, Standard Chartered Bank adopted the service
quality measures that were previously very successfully being followed by Union Bank
and the same department is now in function after integration of CRM in all branches
across Pakistan. All Internal Service Measures are being monitored by this department.

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Also, this department is active in imparting knowledge to Frontline staff for better quality
of services.
• Is the Quality Assurance Department exercising the three main components of

TQM, i.e., Just in Time (JIT), Total Quality Control (TQC), and Total Employee
Involvement (TEI)?
The internal service measures as discussed before include the factor of timely service
delivery in the form of Telephone Timeliness. These Internal Service Measures are being
strictly monitored by the Quality Assurance Department.
Outsourced Mystery Shopping is done four times a month, customer transaction times are
monitored through integrated systems and branch visits are made by Zonal/Area Service
Manager. The branches are graded monthly on the basis of these results.
Service Quality Learning Curve (SQLC) as presented in a Service Orientation Program held
in the Bank has the following three phases:
 Commitment & Development

 Employee Involvement
 Maturity
 Maintenance of Standards
In this program, the staff is required to:

 Progress from one phase to the other in a steady manner.
 Take no shortcuts
 Ensure that the right things are done at the right time.
• If so, has the senior management been fully familiarized with concepts,
implementation strategies, and imperatives of TQM?
Monthly Service Meetings are held at branches to ensure that all staff members, from the
Branch Manager to the Front Desk Staff, is aware of the importance of satisfied customer
base and each member of the team is instrumental in maintaining quality services.
• What Internal Service Measures are being taken to ensure Service Excellence?
Internal Service Measures are basically the Service Standards and Measurements that are set
by a Bank (SCB in this case) which are followed by the front desk staff and is continuously
monitored by the Quality Assurance Team.
o Telephone Timeliness
o Telephone Effectiveness
o Teller Wait Time
o PO/DD Issuance
o Thank You Letters

BANK
o Cheque Book Replacement:

o ATM Availability:
o Complaint Acknowledgment & Resolution:
• Has the Service Quality Monitoring helped improve the standard of services being
provided to customers?
After a review of the branch results based on internal service monitoring by the service
quality assurance department it is safe to say that there has been a great improvement in
the staff’s product knowledge and the frontline staff has now become service champions
in the branches.
• Do these practices actually reflect on the banks image?
Most of the customers (32% in Al Rahim and 36% in Hyderi branch) in the bank have
ranked the bank high in its Image due to good quality of service. Hence the quality of
service reflects better image.
• Do the Service Quality Measures actually result in customer satisfaction?
Based on the questionnaires filed by the customers, the results reflect high customer
satisfaction in both Hyderi and Al Rahim Branch. There is however need for
improvement in timeliness and waiting space in the Al Rahim Branch as it is a prime
branch with the biggest customer portfolio and too many transactions taking place in a
day.
• Does customer satisfaction guarantee customer loyalty for the bank or its products?
8 and 9out of 25 customers in the Al Rahim and Chundrigar branch respectively say that
they have stayed with the bank due to its quality of service, which goes on the show the
weightage of Customer Satisfaction as an element in retaining customers.
Bibliography:-
 http://finance.isixsigma.com/library/content/c040127a.asp
 www.sbp.org
 http://en.wikipedia.org/wiki/Total_Quality_Management
 http://www.isixsigma.com/me/tqm/
 http://www.standardchartered.com/pk/home/aboutus.html
 http://finance.isixsigma.com/library/content/c040127a.asp
 http://en.wikipedia.org/wiki/standardchartered
 http://www.sagepub.com/textbooksProdDesc.nav?prodId=Book10950

BANK
 Product Brochures of SCB

 Schedule of Bank Charges, January 2007- June 30, 2007
Appendix- Questionnaires

BANK
Questionnaire I- To Be Filled By The Mystery Shopper

Name
(Optional):
Branch Visited: Date of Visit
Yes No
Section 1- Customer Services- Branch Visit
i. When you entered the branch, were you greeted/ acknowledged by any staff?
ii. Were you attended for information/ service?
iii Was the staff courteous and helpful in providing information?
iv
. Did the staff provide correct information?
i. Telephone Timeliness(Response within 3 rings)

ii. Proper call handling by the operator
iii. Did the employee who attended the call:
a) Introduce self
b) Was courteous and willing to help
c) Give satisfactory information
i. Did the cash counter staff acknowledge you?

Did you have to wait for not more than 10 minutes for your turn at the cash
ii. counter?
iii Was the transaction processed within 10 minutes?
Section 4- Shopper's Observation
i. Acceptable level of cross talk/ noise volume

ii Professional environment
iii Smooth functionality of ATM
iv Air condition/ vestibule condition
v Product Material in the vestibule
vi Adequate seating arrangement for customers

BANK
Questionnaire II- To Be Filled By The Customer
Dear Standard Chartered Customer,
Your cooperation is needed to understand the Quality of Service being provided to you by SCB Pakistan for a report
as a partial requirement in the MBA Program at Szabist Karachi. Kindly take out five minutes of your time to fill this
simple questionnaire.
Section 1: General Information:-
Name (Optional):
Gender (Optional): Qualification (Optional):
Account Title
Branch Name
Account Number (Optional)
Type of Customer Relationship:

Account
Holder/ Credit Loan/ Others:
Fixed Card Advance ____________
Deposit Facility Facility ______
Section 2- SCB Customer Base
2 a) Are you an SCB Customer because of:

Convenience
Accessibility
Reliability
Customer Service
Reputation
Asset/ Reserves
Other Reason (Please specify)
2 b) On a scale of 1 to 10, rank the following banks in terms of Services (10 is Excellent and 1 is Bad):-
Bank Names Ranking
Standard Chartered Bank

Citi Bank
HSBC
Askari Commercial Bank
Abn Amro Bank

BANK
HBL
UBL
Bank Alfalah Ltd
Others (Please Specify)
Excellent Good Average Below Average

Section 3 a- Customer Services- Personal
Banker
i. How do you find the branch environment?

How will you rate the service provided by your
ii. Personal Banker?
How updated does your PB keep you on new
iii deals and events?
a) Information
b) Courtesy
d) Updation of upcoming Schemes and
Promotions
How is your PB helpful in addressing/ solving
iv. your product related queries?
Section 3 b- Customer Services- Customer

Relationship Officer/ Manager
How do you find the front desk services when

i. you visit the branch?
What is the quality of service provided at the
ii. customer facilitation desk?
Section 3 c- Customer Services- Cash Counter
How is the quality of service provided at the cash

i counter?
How do you find the willingness of the staff to
ii help/ facilitate the customer?
Mostly Yes Sometimes Never N/A

Section 4- Customer Services At Branch
When you visit the branch;

i. Are you greeted/ acknowledged by any staff?
ii. Are you attended for information/ service?

BANK
iii Is the staff courteous and helpful in providing information?

iv
. Does the staff provide correct information?
i. Telephone Timeliness(Response within 3 rings)

ii. Proper call handling by the operator
iii. Does the employee who attends the call;
a) Introduce self
b) Is courteous and willing to help
c) Give satisfactory information
Mostly Yes Sometimes Never N/A
i. Does the cash counter staff acknowledge you?

Do you have to wait for not more than 10 minutes for your turn at
ii. the cash counter?
iii Is the transaction processed within ten minutes?
Section 7- Customer’s Observation
i. Acceptable level of cross talk/ noise volume

ii Professional environment
iii Smooth functionality of ATM
iv Air condition/ vestibule condition
v Product Material in the vestibule
vi Adequate seating arrangement for customers

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SERVICE QUALITY TRANSLATING INTO

METHOD OF BUSINESS RESEARCH REPORT

HAMDARD UNIVERSITY CITY CAMPUS (HIMS)

HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 2

Executive Summary iii

 Why Standard Chartered Bank Limited, Pakistan 6

HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 3

HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 4

Academic Honor Code

HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 5

The two branches under review are:

 Al Rahim Branch at I I Chundrigar Branch

HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 6

HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 7

The two branches of SCB are under review.

HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 8

 Operations Managers 1 from Each Branch

 Questionnaires to be filled by Selected Customers:-

 To be selected from a list of Prime Customers & Customers who Visit

 Personal Visits and Observations:-

 Branch Visits/Mystery Shopping…(Minimum 1 to Each Branch)

Why Standard Chartered Bank Chosen for Research:-

HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 9

What Is Service Quality:-

“Do the right thing, right the first time,

Quality is managing and working day to day emphasizing;

• Customer satisfaction and loyalty.

Objectives of Service Quality Management Group (SQM):-

The objectives of the SQM are to:-

• Set and monitor internal service standards and measurements.

Internal Service Measures:-

HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 10

• Teller Wait Time:

• Thank You Letters:

• Cheque Book Replacement:

• Complaint Acknowledgment & Resolution:

HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 11

Total Quality Management:-

TQM or Total Quality Management is composed of three basic functions.

It has been defined by International Organization for Standards as:-

"TQM is a management approach for an

Total Quality Management:-

The TQM has three main components, namely:-

• Just in Time (JIT),

HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 12

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Section 1- Customer Services- Branch Visit

Al- Rahim Branch Haidery Branch

HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 14

Section 2- Customer Services-Telephone

Al- Rahim Branch Haidery Branch

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Telephone Tim eliness(Response w ithin 3 Te lephone Timeliness(Response w ithin 3

b) Was courteous and w illing to help b) Was courteous and w illing to he lp

HAMDARD INSTITUTE OF MANAGEMENT SCIENCES 16

c) Give satisfactory inform ation c) Give satisfactory inform ation

Section 3- Cash Counter Services

Al- Rahim Branch Haidery Branch

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Section 4- Shopper's Observation