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R ESEARCH C RITIQUE

P ROTOFOLIO

Base paper

Name:

Student Number:

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Module: Business Investigation and discovery (BUSM4309)

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EXECUTIVE SUMMARY

In the present times people have no time to wait before ATM machines
and go to banks for all their needs. With the advent of latest technologies
like high speed mobiles and modern applications for each and every
banks; the process of all the banking has become fully automated and
they are able to transfer funds or receive funds within seconds with
simple click of mouse buttons.

This WORK is based on critical analysis on a valid journal in the field of

management by Charles k., et al., 2001. The base paper chosen with
reference to this is based on the banking sector and it focuses on the
satisfaction of the customers with respect to the electronic banking
services offered by the bank. It analyses everything respect to the quality
and the attitude factors having a great relation to the customer
satisfaction. The standard quality measures were used in the process
with respect to the customer satisfaction namely; diffusion of the
innovation constructs and the self efficacy factors. Data were collected
from a reasonable size of over 254 electronic banking facility - users
from the banks in Nigeria and it tries to find the factors which can still
improve the customer satisfaction factor.
Introduction
This write up clearly aimed towards assessing and critically analyzing
how effective the researcher has been successful in meeting the
identified objectives of the research. It analyses all the aspects of the
research and finds the real strength and weakness of the research
performed.

Despite its simplicity, safety aspects many people in the developing

nations still are not ready to use the modern electronic banking facilities
as they feel its not suited for them or due to the lack of knowledge in it.
(Adesina, A., et al., 2010)

The quality of the service directly influences their satisfaction level and
hence they work on formulation of the strategies to improve their
services. Even this is same for the electronic medium as the applications
used by them must be simple, effective, safer and reliable to attract them
to comeback in to the site or use the application. The customers must
also be effectively communicated by the bank employees – on the easy
access and effectiveness of using the e services. The past employees
feedbacks also will help in the process of attracting the new customers.
(Muslim A, 2016)

Thus this base paper works on the ways to investigate and identify all
the factors affecting the customer satisfaction. It effectively uses the
DOI constructs, and several theoretical models like the social cognitive
theories and finally proposes a 6 D theory to measure the quality.

The research philosophy

The research philosophy used in this process is interpretivist mainly
because the key variables used in the process of analyzing the customer
satisfaction namely; reliability, responsiveness, availability, competence,
security, privacy, service portfolio and the ones influencing the attitude
factors namely; relative advantage, complexity, compatibility and self -
efficacy were all taken from the literature and the existing models to
assess the customer satisfaction. Several primary factors and other
secondary factors were analyzed in the next levels making it more
interpretivist in nature.

The research approach

The research approach use in this process is abductive approach; as all
the data collected and analysis travel to conclusions which can be tested
to identify the valid conclusion. The data is collected and based on
applications of statistical tools; they work on deriving new findings,
patterns and formulate new framework for the attributes influencing the
customer satisfaction and attitude. This is more abductive research as
here the research starts off with the existing theories and finally alters or
creates new theories and patterns.

Critical Review on the LR – Strength

The literature review is focused on the customer satisfaction factors and
has given insights from the research done by Davis(1989), on the
technology acceptance models. Similarly various other modes and
theories have been discussed throughout the paper giving scope for
critical analysis.

Based on the arguments of Tan, M. (2000), cognitive factors and

perceptions have great influence on moving to any new services.

Similarly, this paper adds values to the topic by considering the

cognitive aspects of the customers and does investigate on these factors
which will influence them to adopt to the new e banking services
shifting from the traditional factors. Hence the researcher has been
balanced and effective in covering all the challenges faced wen the
customers converted towards the ATM cards.
Hypothesis:
1. The effect of electronic services is always optimal on the
customers and increases the number of customers
2. The response time influences the QOS of E banking services
3. Responsiveness and the security aspects of the e banking services
influences the customers

The research method

The research method used here is Surveys using the questioners chosen
from the standard books and journals like Pearson (2012) to capture the
customer behavior.

When the sample size is large the best cost and time effective solution
for the researchers is to go in for the process of surveys (Saunders, M, et
al, 2012)

The surveys were conducted in 2 separate states of Nigeria and over 250
customers were involved in the process.

Thus this type of research is most suited as it cant be achieved through

interviews as time taken for conducting 250 interviews and the high cost
also make it practically impossible. Hence the researcher choose an
intelligent decision to conduct surveys of a reasonable sample size of
250 members which can be generalized over wide population.

1. What percentage of the customers voted towards their best

preferred innovation character relative advantage?
2. What percentage of the customers voted towards their best
preferred innovation character namely complexity of the system /
service used?
3. What percentage of the customers voted towards their best
preferred innovation character namely compatibility of the
software application for the e banking services?

Hence the major strength of this study is that the author has
classified the factors those which influence the individual in terms
of the innovative qualities of the services offered and also on the
personal thoughts of the individual. It also has clearly assessed the
factors which influence the customers attitude. Based on these
results, hence it will be more effective to analyze the customer
satisfaction parameters and work on improving those essential
accurately.
REFERENCES
1. Charles k. Ayo, Aderonke Atinuke Oni, Oyerinde J. Adewoye,
Ibukun O. Eweoya, (2016) "E-banking users’ behaviour: e-
service quality, attitude, and customer satisfaction", International
Journal of Bank Marketing, Vol. 34 Issue: 3, pp.347-367
2. Douglas Brownlie, Paul Hewer, Beverly Wagner, Göran Svensson,
(2008) "Management theory and practice: bridging the gap
through multidisciplinary lenses", European Business Review,
Vol. 20 Issue: 6, pp.461-470
3. Adesina, A. and Ayo, C.K. (2010), “An empirical investigation of
the level of user’s acceptance of e-banking in Nigeria”, Journal of
Internet Banking and Commerce, Vol. 15 No. 1, pp. 1-13.
4. Muslim Amin, (2016) "Internet banking service quality and its
implication on e-customer satisfaction and e-customer loyalty",
International Journal of Bank Marketing, Vol. 34 Issue: 3, pp.280-
306