Synopsis Disst. (Autosaved)

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Introduction

Banks, being service industry, they are directly related to customers. The customers are the

lifeblood of their business. However, it is to be remembered by the bankers that a customer is not

just money in the cash register of the banks but a human being with feelings and therefore,

deserves the most courteous attention. Hence, the banks require a high-level customer interface

and understanding customers requirements.

The banking industry is highly competitive, in the era of competition where it is just not between

the banks but non-banking institutions are also other players in the ring. Hull (2002)

This study is intended to determine the gap between the services and level of satisfaction

provided by Private and Public sector banks to the customers. It contains general concept of the

Public sector banks, Private sector banks, Service Quality, Customer satisfaction, Comparisonbetween Services of these Banks.

Customer Satisfaction refers to the extent to which customers are happy with the products and

services provided by an enterprise.

Despite Extensive research in the years researchers are yet to develop a consensual definition of

consumer satisfaction. Specifically, there is an overriding theme of consumer satisfaction.

Cardozo (1965)

For example, consumer satisfaction has been presented as an

Affective Response (Halstead, Hartman, and Schmidt 1994)

Overall Evaluation (Fornell 1992)

Psychological State (Howard and Sheth 1969)

Global Evaluative Judgment (Westbrook 1987)

Summary Attribute Phenomenon (Oliver 1992)

Evaluative Response (Day 1984)

Given these complexities and context-specific nature of satisfaction, it is impossible to develop a

generic global definition. Rather, the definition of satisfaction must be contextually adapted.

Nevertheless, customer satisfaction is an ambiguous and abstract concept and the actual state of

satisfaction will vary from person to person and product/service to product/service. The state of

satisfaction depends on a number of both psychological and physical variables which correlate


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with satisfaction behaviors. The level of satisfaction can also vary depending on other options

which the customer may have and against which the customer can compare the organization's

products or services.

The Customer Satisfaction paradigm posits that

Confirmed standards lead to moderate satisfaction;

Positively disconfirmed (exceeded) standards lead to high Satisfaction, and

Negatively disconfirmed (underachieved) standards lead to Dissatisfaction. Mackoy (1995)

Customer Satisfaction

Customer

Customer is always looking for the best value for the money invested by him. Thus, lot of efforts

are there by the customer to search for the least cost products and services delivering the best

quality above all. (Strategic direction, 2007)

SatisfactionSatisfaction is that state of mind which emerges from the process of considering or analyzing the things/

product /service, quality of product and service, benefits of product/service obtained against what was

perceived or expected during pre-purchase decision. Fecikova (2004) y

Customer Satisfaction

Level of customer satisfaction may be affected by many internal and externalfactors. So it is not an easy task to determine the level of customer satisfaction.

Abdulla rozario

Zones of Consumer Satisfaction

Wow Zone ofComplete Satisfaction

OK Zone ofAverage Satisfaction

109

8

7

6

5


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Zone ofDissatisfaction

Ouch

Adopted from- A White Paper by Paul Hague of B2B International

It is not that customer satisfaction has fallen by the wayside; rather it is that, businesses

recognise that a satisfied customer isnt necessarily a loyal one. Let's think about that for a

minute. Why may a satisfied customer not be loyal? There could be a number of reasons. Firstly

they may not be thatsatisfied. In most of researches satisfaction is measured on scales and, on a

scale from 1 to 10, most companies achieve a score of around 8. This is right in the middle of

which is called corridor of average satisfaction which spans from 7 to 9. In other words, 8

out of 10 might sound good, but it is only OK. If you want your customers to stay loyal, you

have to have scores of 9 out of 10 on the things that really matter.

(A White Paper by Paul Hague of B2B International)

Customer satisfaction is buzzword today, once here everyone using this customers satisfaction

is affected by the importance placed by the customers on each of the attitudes of the product/

service. Customer satisfaction measurement allows an organization to understand the key drivers

that create satisfaction or dissatisfaction; and what is really driving their satisfaction during a

service experience. Customer satisfaction is the state of mind that customers have about a

company when their expectations have been met or exceeded over the lifetime of the product or

service Kevin Caciopp (1995)

It is also feeling of a customer towards a product or service after the product has been used.

Satisfaction also acts as link between pre-exposure and post-exposure attitudinal components. It


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is a major outcome of marketing activity whereby it serves as a link between the various stages

of consumer buying behavior. Jamal (2002)

When customers pay money to buy a service he has some minimum expectations from the

transaction. These expectations from the purchase have to be met substantially, if not entirely for

the customer to become a loyal customer of the service Akbar (2009)

Satisfied customers are more likely to engage relationship with their bank. Customer satisfaction

has a positive impact on loyalty .Boulding (1993)

Measurement of Customer Satisfaction in Service Industry

The measurement of Customer Satisfaction (CS) in Service Industries requires special

considerations due to difficulties of finding accurate Measurement Parameters comparing with

manufacturing industries.

There are many factors that make Customer Satisfaction (CS)-based performance measurement

difficult for Service. One of the most complicated factors that make performance evaluation of

service industries is the:

i. Intangible Nature of the Services

ii. Heterogeneity (Behavior and Expectations of the customer being served and need to

customize the Service Delivery accordingly);

iii. Human contact(Human Tendency)

iv. Simultaneity (the difficulties of Inspection as service cannot be measured before

Consumption). Arun (2006).

Factors influencing the Satisfaction Behavior

There are ten factors which influence Satisfaction behavior. Berry (1990)

1. Quality


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2. Value

3. Timeliness

4. Efficiency

5. Ease of Access

6. Environment

7. Inter-departmental Teamwork

8. Front line Service Behavior

9. Commitment to the Customer

10. Innovation

Thus, these factors affect the Satisfaction level of Customer at every stage of Decision making

whether its Post-Purchase Behavior or Pre-Purchase Analysis.

Any deficiency while delivering the committed service to customer can lead to Consequences

and make him switch over to the competitors. Environment influences the most while availing

the Service, if external aspects ( other customers, hygienity, Concentration of customer himself

etc.) are disturbing or mood-spoiling it may lead to poor service. Berry (1990)

Some Other Factors

Customer Satisfaction is influenced by many other factors such as:

Features of Product and Service

Consumer Emotions / Mood state

Outcome of the Service

Perception about ROI

Other Consumers

Family Members

Features of product/services being delivered impact the Behavior of customers, having different

family background, difference in perceptions are some forces which are continuously influencing

the Satisfaction Behavior.

Outcome or Result and Experience of the services or goods is one of the critical factors

influencing not only the satisfaction but Re-Purchase Behavior of the Customer.


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(Mary jo bitnerServices Marketing)

Background of the Study

It is not only satisfaction of customer which makes him take the decision of purchasing a product

but Service Quality is also a player which possess the capacity to change the game of Buying and

selling to a great extent.

Before 1983, the definition of Quality was defined primarily based on the concept of Quality

Control with corresponding standards focused completely on achieving quality.

While Juran defined quality as "Suitable use",

Crosby defined it as "Consistent with needs"

Later, it was realized that the service industry requires a broader definition of quality than that

used by the manufacturing industry.

From the customers perspective,

Service Quality significantly influences Customer Satisfaction and Customer Satisfaction

has direct influences on purchase intentions.

Research findings indicate that Service Quality influences Purchase Intentions more than does

Customer Satisfaction.

It is therefore imperative on the part of bankers to stress upon both Service Quality and Customer

Satisfaction, in order to raise the purchase intentions of customers.The empirical results of the present study may therefore provide improved insights on Banking

Service as it seeks to simultaneously analyze Service Quality and Customer Satisfaction.

Service Quality

Service Quality and Customer Satisfaction are very critical and important aspects tied to each

other in such a way that a slight stretch can lead to vicious circle of disaster or progress.Thus, Service Quality in Banking implies consistently Anticipating and Satisfying the needs and

Expectations of Customers.

However, evaluating Service Quality sometimes is not an easy task due to the Intangible Nature

of Services.


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Hence, the Present Study seeks to develop a common understanding of Service Quality in the

Banking Industry across different customer segments of Public and Private Banks in Yamuna

Nagar.

Increase in Service Quality of the Banks can satisfy and develop attitudinal loyalty which

ultimately retains valued customers.

There is very strong Relationship between Quality of Service and Customer Satisfaction.

Perceived service quality is viewed as the degree and direction of discrepancy or difference

between customers' perceptions and desires. Parasuraman (1985)

Dimensions of Service Quality

Service

Quality

Compliance

Assurance

Empathy

Representativeness

Customer

Satisfaction

Adopted from Parasuraman (198


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As fig. shows, five dimensions together form the QUALITY

i. Reliability Ability to perform and deliver the promised service dependably and

accurately

ii. DurabilityLife expectancy of service

iii. PerformanceEfficient Delivery of serviceiv. ConformanceConfirming to the Standards

v. EmpathyConsidering the You attitude

(Zeithaml / Mary jo bitner - Services Marketing)

Thus, these five dimensions when present altogether , makes the Quality. If any of the above

element is absent in the Services, it takes the form of Poor Quality Service.

Some Quality Attributes

Search QualityThis type of Quality is not present in Services most of the times.

Experience QualityIt is found in both goods and Services.

Performance Conformance Durability

Reliability Empathy

QUALITY


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Credence QualityThis Quality is Highly present in Services

Technical QualityServices and goods often have this type of Quality.

Functional QualityPresent in Goods and Services.

(Zeithaml - Services Marketing)

Banking

Indian Banking

Well developed Banking System prevails in India. These banks were founded by the

Entrepreneurs in India, it was era of Pre independence when these banks used to providefinancial assistance to the traders, industrialists and agriculturists and still providing solutions in

context of raising funds. These banks contribute in the Economic Development by arranging

finance and catering to the financial needs of industries. The globalization, liberalisation

measures brought in a completely new operating environment to the banks. Any where banking

telebanking , internet banking , web banking, e-banking, e business etc have become the buzz

words of the day and the banks are trying to compete by offering innovation and attractive

packaged technology based services to their customers. Due to the arrival of foreign banks and

financial institutions setting up of a number of private banks, now the cut-throat competition

emerges not only between Private and Public Sector Indian banks but also with many other

financial institutions. Sharma(2009)

Public Sector Banks

Internet bankingfaces the significant changes in service management brought by the cybernetic

service encounters. As Internet banking belongs to the group of services explicitly characterized

by intangible features, technology mediated customer contact fully supported by exchanging

information and know-how between the bank and its client. It is a one-to-one service where

every individual bank client happens to interact with a banks web presentation. Service quality

in online environments has become recognized as an important factor in determining the success

or failure of electronic commerce. (2009)David


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Particularly, in the banking sector ICT is one of the most important tools, because it provides

many suitable alternative banking channels to the customers. It brings connivance, customer

centricity, enhance service quality and cost effectiveness in the banking services. Even now,

customers are evaluating their banks based on availability of high-tech services. Therefore,

implementation of ICT in the banking business continues to improve the banking service.

Many researchers from USA, UK, Finland, Malaysia, Taiwan, etc. have proved that the use of

technology positively affects the Customers Satisfaction in Banking industry.

But some researches evidenced that, technology based banking service cant satisfy the each and

1every need of the customers and each type of customers. There may be some possibilities of

gaps between customers expectations and actual service perception in banking service, which

leads to customer dissatisfaction. Kumbhar (2010)

Technology in the banks is presently catching up with a high level of development around the

world. The gaps between the Indian banks and their counterparts in the technologically advanced

countries are gradually narrowing down. The world has witnessed an information and

technological revolution of late. This revolution has touched every aspect of public life including

banking. Siam (2006)ss

Since two decades, due to an increasingly competitive, saturated and dynamic business

environment, retail banks in many countries have adopted customer-driven philosophies to

address the rapid and changing needs of their customers. Walker (2008)

Hence, there is a need to assess the impact of alternative banking services on customers

satisfaction in Indian context to study the level of satisfaction, problems and areas of further

improvements.

Technological advances have changed the world radically, altering the manner in which

individuals conduct their personal and business affairs. Over the past two decades in particular,

the banking industry has invested substantial resources in bringing Quality Service to customers.

The banking industry is undergoing through the significant technological changes; it has several

impacts on customer satisfaction and loyalty. It has revolutionised every industry including

banking in the world by rendering faster and cost effective delivery of products and services to

the customers.Core banking solution enables banks to extend the full benefits of ATM, tele-

banking, mobile banking, internet banking, card banking and other multiple delivery channels to


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all customers allowing banks to offer a multitude of customer-centric services on a 24x7 basis

from a single location, supporting retail as well as corporate banking activities.

Chakrabarty(2007)

Now, Indian banks are investing heavily in the technologies such as branch automation and

computerization, core banking, tele-banking, mobile banking (M-banking), internet banking,

automated teller machine (ATMs), data warehousing etc. ICT innovations in the previous few

years have changed the landscape of banks in India Mittal and Dhingra (2007)

Today public sector and private sector banks are offering online banking services. Various

alternative channels to provide easy and any where banking are properly thought of. The process

of bank computerization was started since 1985 in public sector banks in India. However, some

private sector banks have started computerization prior to the public sector banks in India. The

banks in India are using High-Tech Services not only to improve their own internal processes but

also to increase facilities and services to their customers.

.


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Chapter 2

Literature Review


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Kumar(2005)

The comparative analysis on the services among three major banking segments revealed that the

foreign banks have topped the list in terms of delivering qualitative customer service. The study

also revealed that the private sector banks compete successfully with foreign banks and make

efforts to provide better banking services in tune with the changing global competitive scenario.

Khan(2008)

Implied that Indian banks should take care of the needs of customers when introducing various

services to them. Their study revealed that customers of banks such as ICICI, IDBI, HDFC, PNB

and SBI were either in service or self employed. Many customers of SBI and PNB were found to

be retired from their respective profession. Thus they recommended that banks should envisage a

strategy to serve customers with different occupations & educational backgrounds. Banks must

also advance their customer-centric strategies by providing satisfaction through services leading

to better relationship building and earning profits for the banks.

Sudesh(2007)

Revealed that poor service quality in public sector banks is mainly because of deficiency in

tangibility, lack of responsiveness and empathy. Private sector banks, on the other hand, were

found to be more reformed in this regards. Above all, the foreign banks were relatively close to

the expectations of their customers with regard to various dimensions of service quality.

Kumar(2007)

Revealed that customers expectations exceeded their perceptions, with regards to various

dimensions of service quality. They further claimed that perception of either positive or negative

service quality was related to the customers future behavioral intentions. Therefore, if a positive

quality gap exists, the customers would tend to comment positively about the service. On thecontrary, a negative quality gap would result in customers complaining, switching to other

service providers, commenting negatively about the provider or just decreasing the usage of the

service. Hence it is recommended that the banks should continuously monitor the service quality

levels so as to avoid erosion of service quality and migration or switching by customers to

another bank.


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McDougall

A study conducted by confirmed and reinforced the idea that unsatisfactory customer service

leads to a drop in customer satisfaction and willingness to recommend the service to a friendThis

would in turn lead to an increase in the rate of switching by customers.

Ganesh(2000)

More Current research in this area found that businesses can often acquire repeat customers by

providing service that surpasse their expectations .

De Jong(2000)

In this paper we consider a specific way in which the new tendencies influence the organization

of banking transactions, namely through a more extensive use of close customer relations. Such

relationships are often seen in the recent business literature as means to build valuable

capabilities.

Munari(2000)

The focus of this paper is on such relational contracts. Extant literature suggests that firms that

adopt this type of contracts are characterized by customer-oriented internal policies and longtermrelaionships .

Costa(1995)

Finally, attention to customer needs and the quality of the offered services give rise to

customer satisfaction and retention. In order to build potentially valuable customer relations, a

customer- rather than product-centered approach is often held to be necessary, one on which the

focus is on the personalized management of a certain number of accounts and not of a certain

number of products .

Noteboom(2000)

Relationships can be characterized in terms of their nature (strategic alliances, vertical

relationships, lateral and horizontal relationships and their intensity (e.g., contact frequency and


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quantity and type of the information exchanged. They can be divided into two main groups:

Relationships within a firm and relationships with the external environment.

Idem(1999)

Building a customer-centered approach requires certain internal competencies, and arguably also

an internal organization that fosters knowledge sharing are necessary. Thus, customer

satisfaction and loyalty are both a result and a source of competency creation.

Sirdeshmukh(1998)

In business, trust is viewed as one of the most relevant antecedents of stable and collaborative

relationships. Researchers had established that trust is essential for building and maintaining

long-term relationships.

Leeds(1992)

This paper Focus on the fact that Quality of service depends heavily on the Quality of its

personnel. This is well documented in the study that approximately 40 percent of customers

switched banks because of what they considered to be poor service. Further it states that nearly

three-quarters of the banking customers mentioned Teller Courtesy as a prime consideration in

choosing a bank. The study also showed that increased use of Service Quality/sales and

Professional Behaviour(such as formal greetings) improved Customer Satisfaction and reduced

Customer Attrition.

Walker (2008)

Since two decades, due to an increasingly competitive, Saturated and Dynamic Business

Environment, Retail Banks in many countries have adopted Customer-Driven philosophies to

address the Rapid and Changing Needs of their Customers.

Shrotriya (2007)

Customers are now looking for multiple delivery channels and flexible as well as convenient

working hours neither the clock nor the geographical locations are constraints. Therefore, almost


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all Indian commercial banks are providing services through the various alternative e-channels it

is also called as Alternative Banking

Pairot (2008)

Customers Satisfaction is something related with the Banks ability to fulfill the Business,

Emotional, and Psychological Needs of its Customers. However, Customers have different levels

of Satisfaction as they have different Attitudes and Experiences as perceived from the Banks.

Woodruff (1983)

Brand reputation has significant impacts on Customer Satisfaction. A consumer's beliefs about

these brands are derived from personal use experience, word-of-mouth endorsements/criticisms,

and/or the marketing efforts of companies.

MSallem (2009)

This research shows that Brands that are high in brand equ ity are organizations powerful assets.

They can lead to customer satisfaction and customer loyalty.

Brand loyalty achieved through the Satisfaction with brand performance.

Kevin Cacioppo (1995)

Customer satisfaction measurement allows an organization to understand the key drivers that

create satisfaction or dissatisfaction; and what is really driving their satisfaction during a service

experience. Customer satisfaction is the state of mind that customers have about a company

when their expectations have been met or exceeded over the lifetime of the product or service.

Nasser (2002)

Satisfaction is a feeling or attitude of a customer towards a product or service after it has been

used. Satisfaction appears to reflect the changes between pre-exposure and post-exposure of the

components of the products/services. It is a major outcome of marketing activity whereby it

serves as a link between the various stages of consumer buying behavior. When customers pay

money to buy a service or product he has some minimum expectations from the transaction.


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Parvez (2009)

Better quality for the same cost is the motto of the customers. Sometimes they are prepared to

overlook inconveniences also to avail better services or product at a low cost. Various empirical

researches show that there is significant and positive relationship in service quality and customer

satisfaction.

Parasuraman (1985)

Increase in service quality of the banks can satisfy and develop attitudinal loyalty which

ultimately retains valued customers. There is very strong relationship between quality of service

and customer satisfaction The higher level of perceived service quality results in increased

customer satisfaction.

Kour and Kour (2011)

Perceived value also one of the important factors which influencing customers satisfaction in

service setting. Perceived value is compression between price or charges paid for the services or

product by the customer as sacrifice of the money and utility derived by service perception.

Johnson(2008)

Concluded that the influence of various dissatisfaction such as inefficiency, chaos, incompetence

and isolation on online banking customer satisfaction is driven by consumer performance

ambiguity and consumer trust in the technology. They leads to the relationship between service

quality and satisfaction.

Szymanski (2001)

Some widely reported determinants of customer satisfaction include service quality,

performance, desires, effect and equity which makes the Banking Industry a highly competitive

industry worldwide.

Ciptono and Soviyanti (2007)

Customer Service Quality (CSM) plays an important role in success and survival of a service

organization like a bank. Furthermore, on the other side it is identified as the most important

factor of competitive advantage.


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Burch, Rogers and Underwood (1995)

Gaps between customers expectation and what they perceive from services can be measured as

service quality. In addition, it was found that when customers want to evaluate service quality,

they count on their experience properties.


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Research Methodology


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Objectives of the Study

* To ascertain the perceptions of customers regarding the service quality in banks.

* To analyze and compare the Level of satisfaction of the customers in private and public banks.

* To identify the areas which need improvement so that the quality of service of these banks is

enhanced.

Research Methodology

Research Design

Research design is a plan specifying the method and procedure for collection and analyzing

needed information. The research design in this project is descriptive. Descriptive research

includes surveys and fact-finding inquiries of different kinds. For this study, descriptive research

design is used where the data is collected through the questionnaire. The information is gathered

from the different customers of the two banks.

Data Collection

Primary Data will be collected using the questionnaire and personal contact approach. The

respondents will be approached personally in order to seek fair and frank responses on quality of

service in both the bank customers and bank officials of (HDFC) and (PNB).

Secondary data will be collected from the internet, published reports and the fact sheets of (

HDFC ) and (PNB ) Banks

Sample Design

This refers to set of rules and procedures that specify how a sample is to be selected. This can be

either be Probability or Non-Probability.

Here, one of the technique of Probability Sampling is being used , Saample will be selected

through Stratified Random Sampling.


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Sample Unit

This is the actual list of sampling units from which the sample, or some stage of the sample, is

selected.

It is simply a list of the study population. HDFC BANK and PUNJAB NATIONAL BANK

are taken as representatives Units for the Study.

Sample Size

It signifies the number of respondents / items / units to be considered in Sample.

Here, Sample Size would be of 300 Respondents.

Sampling Method

Stratified Random Sampling Method is used to determine the Final Sample.

Dependent Variables - Customer Satisfaction

Independent Variables - Bank Services primarily , Banks Physical Features , Personal

Attention given by Employees , Courtesy towards Customer , Prompt/quick Service , Convenient

Operating Hours , Safety in Transactions , Fulfillment of Promises , Transparency in Services ,

Handling the Queries of Customers

Hypothesis

The hypothesis of the study is:

H0Null Hypothesis __ There is no significant difference between the Service Quality and

Customer Satisfaction of public and private sector banks.

H1--__ There is significant difference between the Service Quality and Customer Satisfaction of

public and private sector banks.


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Questionnaire 1 Perceptions

The following statements relate to your feelings about your bank. Please show the

extent to which you believe this bank has the feature described in the statement. Here,

we are interested in a number from 1 to 5 that shows your Perceptions about the Bank.

You should rank each statement as follows:

Strongly Strongly

Agree Disagree

Statement Score

1. The bank has modern looking equipment.

2. The bank's physical features are visually appealing.

3. The bank's reception desk employees are neat appearing.

4. When the bank promises to do something by a certain time, itdoes so.

5. When you have a problem, the bank shows a sincere interest

in solving it.

6. The bank performs the service right the first time.

7. The bank provides its service at the time it promises to do so.

8. Employees in the bank tell you exactly when the services will

be performed.


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9. Employees in the bank give you prompt service.

10. Employees in the bank are never too busy to respond to your

request.

11. The behaviour of employees in the bank instills confidence in

you.

12. You feel safe in your transactions with the bank.

13. Employees in the bank are consistently courteous with you.

14. Employees in the bank have the knowledge to answer your

questions.

15. The bank gives you individual attention.

16. The bank has operating hours convenient to all its customers.

17. The bank has employees who give you personal attention.

18. The bank has your best interests at heart.

19. The employees of the bank understand your specific needs.


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Questionnaire 2 - Expectations


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This section of the survey deals with your opinions of banks. Please show the extent to

which you think banks should posses the following features. What we are interested in

here is a number that best shows you expectations about institutions offering banking

services.

You should rank each statement as follows:

Strongly Strongly

Agree Disagree

Statement Score

1. Excellent banking companies will have modern looking

equipment.

2. The physical facilities at excellent banks will be visually

appealing.

3. Employees at excellent banks will be neat in their appearance.

4. When excellent banks promise to do something by a certain

time, they do.

5. When a customer has a problem, excellent banks will show a

sincere interest in solving it.

6. Excellent banks will perform the service right the first time.

7. Excellent banks will provide the service at the time they

promise to do so.


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8. Employees of excellent banks will tell customers exactly

when services will be performed.

9. Employees of excellent banks will give prompt service to

customers.

10. Employees of excellent banks will never be too busy to

respond to customers' requests.

11. The behaviour of employees in excellent banks will instil

confidence in customers

12. Customers of excellent banks will feel safe in transactions.

13. Employees of excellent banks will be consistently courteous

with customers.

14. Employees of excellent banks will have the knowledge to

answer customers' questions.

15. Excellent banks will give customers individual attention.

16. Excellent banks will have operating hours convenient to all

their customers.

17. Excellent banks will have employees who give customers

personal service.

18. Excellent banks will have their customers' best interest at

heart.

19. The employees of excellent banks will understand the specific


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needs of their customers.


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Questionnaire 3 - Importance Weights

Listed below are the five sets of features pertaining to banks and the services they offer.

We would like to know how much each of these sets of features is important to the

customer.

Please allocate 100 points among the five sets of features according to how important it

is to you.

Make sure the points add up to 100.

Features Points

1. The appearance of the banks physical facilities, equipment,

personnel and communication materials.

2. The bank's ability to perform the promised service

dependably and accurately

3. The banks willingness to help customers and provideprompt service.

4. The knowledge and courtesy of the bank's employees and

their ability to convey trust and confidence.

5. The caring individual attention the bank provides its

customers.

Total: 100

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Synopsis Disst. (Autosaved)