SUBMITTED TO:

MAAM MEHREEN WAHEED

SUBMITTED BY:
ALI RAZA (L-1331)
HARIS MOAZ (L-1347)
KASHAF ARSHAD (L-1341)
MUHAMMAD AMMAR (L-1345)
NEHA SIDDIQUE (L-1351)
SUBJECT:
BUSINESS RESEARCH METHOD
TOPIC:
CUSTOMER BEHAVIOUR
SUBMISSION DATE:
12TH JANUARY` 2021
Literature Review:
Customer Satisfaction
Concept of customer satisfaction has a central position in marketing as it is a major outcome of
marketing activity and it links the processes of purchase and consumption or use of the product or
service to attitude change, repeat purchase and ultimately brand loyalty. Origin of the concept is related
to the marketing concept that profit is generated through satisfaction of customer needs and wants.
Business Dictionary defines Customer Satisfaction as: The degree of satisfaction provided by the goods
or services of a company as measured by the number of repeat customers. Concept of customer
satisfaction is new to many companies, who have been focused on price and availability of products. So,
it is and loyalty: satisfied customers become loyal and dissatisfied customers move to another vendor.
Again Anderson et al., (2000) narrated the primary objective of creating American Customer Satisfaction
Index (ACSI) in 1984 was to ex-plain the development of customer loyalty. In ACSI model customer
satisfaction has three antecedents: perceived quality, perceived value and customer expectations.
Gronholdt et al., (2000) examined the European Customer Satisfaction Index (ECSI) model perceived
quality is divided into two elements: “hardware”, which consists of the quality of the product or service
attributes, and “human ware”, which represents the associated customer behavior towards the
product/service. Reichheld et al., (2000) found in both models increased level of satisfaction leads to
increased customer loyalty. When the satisfaction is low customers have the option to exit (e.g. going to
a competitor) or express their complaints. Researchers have shown that 60 to 80% of customers who
defect to a competitor said they were satisfied or very satisfied on the survey just prior to their
defection.

Customer satisfaction
Measurement must be undertaken with an understanding of the gap between customer expectations
and attribute performance perceptions.

Service Quality
Service quality has been increasingly recognized as a critical factor in the success of any business
(Parasuraman et al., 1988), and the banking industry in this case in not exceptional (Hossain & Leo,
2009). Service quality has been widely used to evaluate the performance of banking services (Cowling
&Newman, 1995). The banks understand that customers will be loyal if they are provided greater service
than their competitors (Dawes & Swailes, 1999), and on other hand, banks can only earn high profits if
they are able to position themselves better than competitor within specific market (Davies et al., 1995).
Consequently, banks need to focus on service quality as a core competitive strategy (Chaoprasert & Else,
2004). Gronroos (2000) defined service as, “A service is a process consisting of a series of more or less
intangible activities that normally take place in interactions between the customer and service
employees or physical resources or goods and/ or systems of service provider, which are provided as
solutions to customer problems”. Fogli (2006) defined term service quality as “a global judgment or
attitude relating to particular service; the customer’s overall impression of the relative inferiority or
superiority of the organization and its services”. Parasuraman et al. (1985) identified then determinants
of service quality.

They are: reliability, responsiveness, competence, access, courtesy, communication, credibility, security,
understanding, tangibles. 1n 1988 Parasuraman et al. et al. through a quantitative research revealed an
instrument for measuring consumer’s perception of service quality, after that it became known as
SERVEQUAL. In this research they minimized their dimensions from ten to five. The dimensions were:
First is Tangibility- includes the physical facilities, appearance of personnel and equipment,
infrastructure. Second is Reliability – The ability to perform the promised service dependably and
accurately. Third is Responsiveness means the willingness to help customers and provide prompt
service. Fourth is Assurance (combination of items designed originally to assess Competence, Courtesy,
Credibility, and Security) is the ability of the organization’s employees to inspire trust and confidence in
the organization through their knowledge and courtesy. Fifth and last is Empathy (combination of items
designed originally to assess Access, Communication, and Understanding the customer) personalized
attention given to customer. While in our study we have included first four components and excluded
empathy.

QUESTIONNAIRE:
 Name
 Age
 Gender
 Salary
 Marital status
 I agree with the infrastructure or building of the bank.
 I agree with the up to date equipment used in banks
 I agree with employee’s dress code
 I agree with the marketing material or information provided by banks
 I agree that statements provided by banks are clear.
 I agree that staff handles problems carefully.
 I agree with the way bank provides services
 I agree with the working hours of bank
 I agree the way banks provide updated information.
 I agree with the security of banks.
 I agree how employer gives the confidence level to employees or public.
 I agree that staff of banks is courteous.
 I agree that staff of bank is trustable
 I agree if anyone needs information, employer will explain it clearly.
 I agree facilities provided by bank are up-to-date.
 I agree that price of the services are reasonable.
 I agree that ATM`s, debit and credit cards are better than cash.
 Following statements relate to your feeling about bank, so select your response of which one is
best.
 Encourage friends and family members to do business with banks.
  Have strong preference on banking sector or not.

DATA AND VARIABLE VIEW:

BRM.sav

SPSS:

Your temporary usage period for IBM SPSS Statistics will expire in 5467 days.

GET
FILE='F:\M.COM NUML\SEMESTER 2\BRM\BRM.sav'.

Warning # 5281. Command name: GET FILE

SPSS Statistics is running in Unicode encoding mode. This file is encoded in
a locale-specific (code page) encoding. The defined width of any string
variables are automatically tripled in order to avoid possible data loss. You
can use ALTER TYPE to set the width of string variables to the width of the
longest observed value for each string variable.
DATASET NAME DataSet1 WINDOW=FRONT.
FREQUENCIES VARIABLES=Age Gender Status CB01 CB02 CB03 CB04 CB05 CB06 CB07
CB08 CB09 CB10 CB11 CB12
CB13 CB14 CB15 CB16 CB17 CB18 CB19 CB20 CB21
/ORDER=ANALYSIS.

Frequencies

[DataSet1] F:\M.COM NUML\SEMESTER 2\BRM\BRM.sav

Have strong preference on banking sector or not.

Cumulative
Frequency Percent Valid Percent Percent
Valid Unsatisfactory 2 5.0 5.0 5.0
Neutral 8 20.0 20.0 25.0
Satisfactory 16 40.0 40.0 65.0
Strongly satisfactory 14 35.0 35.0 100.0
Total 40 100.0 100.0

FREQUENCIES VARIABLES=Age Gender Status CB01 CB02 CB03 CB04 CB05 CB06 CB07
CB08 CB09 CB10 CB11 CB12
CB13 CB14 CB15 CB16 CB17 CB18 CB19 CB20 CB21
/ORDER=ANALYSIS.

Frequencies

Frequency Table
 Age of respondents
Cumulative
Frequency Percent Valid Percent Percent
Valid Under 20 8 20.0 20.0 20.0
20 to 30 31 77.5 77.5 97.5
30 to 40 1 2.5 2.5 100.0
Total 40 100.0 100.0

Gender of respondents
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 17 42.5 42.5 42.5
Female 23 57.5 57.5 100.0
Total 40 100.0 100.0

Status of respondents
Cumulative
Frequency Percent Valid Percent Percent
Valid Single 36 90.0 90.0 90.0
Married 4 10.0 10.0 100.0
Total 40 100.0 100.0

I agree with the infrastructure or building of the bank.

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 2 5.0 5.0 5.0
Disagree 1 2.5 2.5 7.5
Neutral 6 15.0 15.0 22.5
 Agree 21 52.5 52.5 75.0
Strongly Agree 10 25.0 25.0 100.0
Total 40 100.0 100.0

I agree with the up to date equipment used in banks.

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 1 2.5 2.5 2.5
Disagree 3 7.5 7.5 10.0
Neutral 8 20.0 20.0 30.0
Agree 14 35.0 35.0 65.0
Strongly Agree 14 35.0 35.0 100.0
Total 40 100.0 100.0

I agree with employees dress code.

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 1 2.5 2.5 2.5
Disagree 3 7.5 7.5 10.0
Neutral 5 12.5 12.5 22.5
Agree 17 42.5 42.5 65.0
Strongly Agree 14 35.0 35.0 100.0
Total 40 100.0 100.0

I agree with the marketing material or information provided bt banks.

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 2 5.0 5.0 5.0
Disagree 3 7.5 7.5 12.5
Neutral 7 17.5 17.5 30.0
Agree 17 42.5 42.5 72.5
Strongly Agree 11 27.5 27.5 100.0
Total 40 100.0 100.0
 I agree that statements provided by banks are clear.
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 3 7.5 7.5 7.5
Neutral 8 20.0 20.0 27.5
Agree 14 35.0 35.0 62.5
Strongly Agree 15 37.5 37.5 100.0
Total 40 100.0 100.0

I agree that staff handles problems carefully.

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 2 5.0 5.0 5.0
Disagree 2 5.0 5.0 10.0
Neutral 7 17.5 17.5 27.5
Agree 17 42.5 42.5 70.0
Strongly Agree 12 30.0 30.0 100.0
Total 40 100.0 100.0

I agree the way banks provide updated information.

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 2 5.0 5.0 5.0
Disagree 2 5.0 5.0 10.0
Neutral 8 20.0 20.0 30.0
Agree 15 37.5 37.5 67.5
Strongly Agree 13 32.5 32.5 100.0
Total 40 100.0 100.0

I agree with the security of banks.

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 1 2.5 2.5 2.5
Disagree 4 10.0 10.0 12.5
Neutral 6 15.0 15.0 27.5
 Agree 12 30.0 30.0 57.5
Strongly Agree 17 42.5 42.5 100.0
Total 40 100.0 100.0

I agree how employer gives the confidence level to employees or

public.
Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 3 7.5 7.5 7.5
Neutral 7 17.5 17.5 25.0
Agree 17 42.5 42.5 67.5
Strongly Agree 13 32.5 32.5 100.0
Total 40 100.0 100.0

I agree that staff of banks are courteous.

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 1 2.5 2.5 2.5
Disagree 3 7.5 7.5 10.0
Neutral 7 17.5 17.5 27.5
Agree 13 32.5 32.5 60.0
Strongly Agree 16 40.0 40.0 100.0
Total 40 100.0 100.0

I agree that staff of bank is trustable.

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 3 7.5 7.5 7.5
Neutral 8 20.0 20.0 27.5
Agree 14 35.0 35.0 62.5
Strongly Agree 15 37.5 37.5 100.0
Total 40 100.0 100.0

I agree if anyone needs information, employer will explain it clearly.

 Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 1 2.5 2.5 2.5
Disagree 4 10.0 10.0 12.5
Neutral 6 15.0 15.0 27.5
Agree 16 40.0 40.0 67.5
Strongly Agree 13 32.5 32.5 100.0
Total 40 100.0 100.0

I agree facilities provided by bank are up-to-date.

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 1 2.5 2.5 2.5
Disagree 4 10.0 10.0 12.5
Neutral 7 17.5 17.5 30.0
Agree 13 32.5 32.5 62.5
Strongly Agree 15 37.5 37.5 100.0
Total 40 100.0 100.0

I agree that price of the services are reasonable.

Cumulative
Frequency Percent Valid Percent Percent
Valid Strongly Disagree 1 2.5 2.5 2.5
Disagree 2 5.0 5.0 7.5
Neutral 11 27.5 27.5 35.0
Agree 13 32.5 32.5 67.5
Strongly Agree 13 32.5 32.5 100.0
Total 40 100.0 100.0

I agree that ATM's, debit and credit cards are better than cash.
Cumulative
Frequency Percent Valid Percent Percent
Valid Disagree 1 2.5 2.5 2.5
Neutral 3 7.5 7.5 10.0
Agree 17 42.5 42.5 52.5
 Strongly Agree 19 47.5 47.5 100.0
Total 40 100.0 100.0

Following statements related to your feeling about bank, so select your

response of which one is best.
Cumulative
Frequency Percent Valid Percent Percent
Valid Unsatisfactory 2 5.0 5.0 5.0
Neutral 5 12.5 12.5 17.5
Satisfactory 22 55.0 55.0 72.5
Strongly satisfactory 11 27.5 27.5 100.0
Total 40 100.0 100.0

Say plus points of the banks to others.

Cumulative
Frequency Percent Valid Percent Percent
Valid Neutral 12 30.0 30.0 30.0
Satisfactory 15 37.5 37.5 67.5
Strongly satisfactory 13 32.5 32.5 100.0
Total 40 100.0 100.0

Encourage friends and family members to do business with the banks.

Cumulative
Frequency Percent Valid Percent Percent
Valid Unsatisfactory 2 5.0 5.0 5.0
Neutral 10 25.0 25.0 30.0
Satisfactory 18 45.0 45.0 75.0
Strongly satisfactory 10 25.0 25.0 100.0
Total 40 100.0 100.0

Have strong preference on banking sector or not.

Cumulative
Frequency Percent Valid Percent Percent
Valid Unsatisfactory 2 5.0 5.0 5.0
 Neutral 8 20.0 20.0 25.0
Satisfactory 16 40.0 40.0 65.0
Strongly satisfactory 14 35.0 35.0 100.0
Total 40 100.0 100.0

MVA VARIABLES=Age Gender Status.

MVA

Univariate Statistics
Missing No. of Extremesa,b
N Mean Std. Deviation Count Percent Low High
Age 40 1.8250 .44650 0 .0 . .
Gender 40 1.5750 .50064 0 .0 0 0
Status 40 1.1000 .30382 0 .0 . .
a. Number of cases outside the range (Q1 - 1.5*IQR, Q3 + 1.5*IQR).
b. . Indicates that the inter-quartile range (IQR) is zero.

MVA VARIABLES=Age Gender Status CB01 CB05 CB02 CB03 CB04 CB06 CB07 CB08 CB09
CB10 CB11 CB12 CB13
CB14 CB15 CB16 CB17 CB18 CB19 CB20 CB21
/MAXCAT=25
/CATEGORICAL=CB01 CB05 CB02 CB03 CB04 CB06 CB07 CB08 CB09 CB10 CB11 CB12
CB13 CB14 CB15 CB16 CB17
CB18 CB19 CB20 CB21.

MVA

Univariate Statistics
Missing No. of Extremesa,b
N Mean Std. Deviation Count Percent Low High
Age 40 1.8250 .44650 0 .0 . .
Gender 40 1.5750 .50064 0 .0 0 0
Status 40 1.1000 .30382 0 .0 . .
CB01 40 0 .0
CB05 40 0 .0
CB02 40 0 .0
CB03 40 0 .0
CB04 40 0 .0
CB06 40 0 .0
CB07 40 0 .0
CB08 40 0 .0
CB09 40 0 .0
CB10 40 0 .0
CB11 40 0 .0
CB12 40 0 .0
CB13 40 0 .0
CB14 40 0 .0
CB15 40 0 .0
CB16 40 0 .0
CB17 40 0 .0
CB18 40 0 .0
CB19 40 0 .0
CB20 40 0 .0
CB21 40 0 .0
a. Number of cases outside the range (Q1 - 1.5*IQR, Q3 + 1.5*IQR).
b. . Indicates that the inter-quartile range (IQR) is zero.

FREQUENCIES VARIABLES=CBT CBT1

/ORDER=ANALYSIS.

Frequencies

Statistics
CBT CBT1
N Valid 40 40
Missing 0 0

Frequency Table

FREQUENCIES VARIABLES=CBT CBT1

/STATISTICS=STDDEV MINIMUM MAXIMUM MEAN MEDIAN
/ORDER=ANALYSIS.

Frequencies

Statistics
CBT CBT1
N Valid 40 40
Missing 0 0
Mean 66.9500 16.0250
Median 69.0000 16.0000
Std. Deviation 13.70935 2.68412
Minimum 18.00 10.00
Maximum 85.00 20.00
Frequency Table

FREQUENCIES VARIABLES=CBT CBT1

/FORMAT=NOTABLE
/STATISTICS=STDDEV MINIMUM MAXIMUM MEAN MEDIAN
/ORDER=ANALYSIS.

Frequencies

Statistics
CBT CBT1
N Valid 40 40
Missing 0 0
Mean 66.9500 16.0250
Median 69.0000 16.0000
Std. Deviation 13.70935 2.68412
Minimum 18.00 10.00
Maximum 85.00 20.00
THANKYOU SO
MUCH