Service quality in retail banking : a bank customers' survey among strategic bank groups in Hong Kong

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Service quality in retail banking : a bank customers' survey among strategic bank groups in Hong Kong


Author: Chan, Yiu-wa Victor
Title: Service quality in retail banking : a bank customers' survey among strategic bank groups in Hong Kong
Degree: M.B.A.
Year: 1995
Subject: Citibank (Hong Kong)
Banks and banking -- China -- Hong Kong -- Quality control
Banks and banking -- Customer services -- China -- Hong Kong
Consumer satisfaction -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: ix, 114, [34] leaves : ill. ; 30 cm
Language: English
InnoPac Record:
Abstract: THE OBJECTIVE OF THE STUDY This report is mainly to investigate the perceptions and expectations of bank clients on the service quality dimensions in the personal sector. It has identified the relationships among service expectations and transaction utilization with client demographic profile. Besides, focuses have been put on the performance of Citibank relative to other categories of banks. The principle objectives of this study are to understand the bank clients' attitudes towards the service delivery from different categories of banks, and to devise possible service strategy to improve the situations faced by Citibank. THE SUMMARY OF THE RESEARCH FINDINGS Research findings have revealed that bank clients in Hong Kong demand '"Responsive" banking services. Also, they judge banks should provide "Confidential Account"', "Accurate Account Information" and "Enough Tills". Additionally, they expect the role of staff should be a "Problem Solver"' who could answer to their queries or complaints. Compared with other banks, Citibank should set her priority in the provision of "Responsiveness" and '"Assurance" followed by "Reliability" and "Ease to lend" service dimension as she has a relatively disadvantage position in these aspects. RECOMMENDATIONS Competitive advantage in the bank comes from service superiority, in terms of bank clients' wants, expectations and perceptions. Improving service quality could be achieved through an effective service quality programme. This programme should firstly identify the internal and external customer wants. Performance standards and systems have to be set for service delivery. Then, it should analyze the training needs of staff and develop a proper programme for them. Continuing feedbacks are vital between standards, performance and rewards. Besides, possible restructuring of bank are needed for culture change. Moreover, a long term customer relationships should be built up so as to maintain their loyalty to the bank. Lastly, Citibank should assess her target competitors in terms of their strengths and weaknesses. It is important to identify their sources of distinctive competencies and skills through marketing audits and researches.

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