Case Study A STUDY ON CUSTOMER SATISFACTION IN A PUBLIC SECTOR BANK

A bank is interested in knowing the level of satisfaction of its customers. For this purpose it decided to conduct a survey and designed a framework for conducting the same. It included the research objectives and the methodology for carrying out the survey.

http://www.facebook.com/mr.fortyseven

Problem What is the current level of customer satisfaction in a public sector bank at branch XYZ? Research objectives : The study is being conducted to find out the satisfaction level of customers on the following counts : I. The work efficiency of the bank II. The customer care service in the bank III. The value added services provided by the bank Population : All the customers of the public sector bank at branch XYZ
http://www.facebook.com/mr.fortyseven

Sampling Design : Sampling Unit : The existing customers of the bank Sample Size : 200 respondents Sampling Technique : Systematic sampling technique i.e. probability sampling technique Sources of data : Secondary data on the meaning and methods of conducting customer satisfaction is studied through books and earlier researches done on customer satisfaction. Information about the working of the bank, the value added services being provided and customer care facilities and its customers is taken from the bank records. Primary data will be collected through questionnaires. http://www.facebook.com/mr.fortyseven

Importance of Defining the Problem

Problem Definition is the most important step of marketing research. Problem definition involves stating the general problem and identifying the specific components of the marketing research problem. Only when the marketing research problem has been clearly defined can research be designed and conducted properly. Of all the tasks in a marketing research project, none is more vital to the ultimate fulfillment of a clients needs than a proper definition of the research problem.

http://www.facebook.com/mr.fortyseven

All of the effort, time and money spent from this point on will be wasted if the problem is misunderstood or ill defined. Inadequate problem definition is a leading cause of failure of marketing research projects. Better communication and more involvement in problem definition are the most frequently mentioned ways of improving the usefulness of research.

http://www.facebook.com/mr.fortyseven