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- CHAPTER 1: INTRODUCTION
Impacts Of Customer Services On Customer Satisfaction Until recently, the Australian banking sector depended on the branch network to reach out for customers. The industry has new trends whereby banks have to streamline front- line services aided with the internet technology in order to satisfy the desires and expectations of customers. The concept of customer service has been defined by the previous marketing literature as the encounter or direct interaction of a customer with the service firm. Majority of the service literature has focused on the person- to- person relationships hence emphasizing on the interaction between a customer and the service personnel. The main aim of this study is to examine the impacts of service quality on customer satisfaction with a focus on online banking. Impacts Of Customer Services On Customer Satisfaction.
Quantitative research approach was used in this study. As noted by Riemer, Lapan and Quartaroli 2012), quantitative research approach involves gathering quantitative and statistical data which are subjected to a rigorous analysis. Therefore, only quantitative data was gathered in this study and analysed to test the research hypotheses and achieve the research objectives. Marcyk, DeMatteo and Festinger (2005) discussed positivism and non- positivism research philosophies. Impacts Of Customer Services On Customer Satisfaction.
According to the authors positivism approach is associated with quantitative research methods and it measures reality based on statistical findings and observations. Therefore, in this study reality of the impacts of service quality on customer services will be measured based on statistical findings. Therefore, quantitative data will be gathered and subjected to a rigorous and fixed analysis. Deductive research approach will be used in this study. In this case, the data collected will be analysed to test the research hypotheses (Riemer, Lapan and Quartaroli 2012). Impacts Of Customer Services On Customer Satisfaction.
Survey research strategy will be used in this study. Survey strategy will be used because it can gather data from a large sample size and hence adequate and information is gathered. To answer the research questions, data will be gathered from three main banks in Australia which have online banking services. A sample size of 200 respondents will be used whereby respondents will be drawn from customers using online banking services. Convenience sampling method will be used to reach to the respondents. Impacts Of Customer Services On Customer Satisfaction.
Questionnaire data collection method will be employed in the study because it gathers data from a large sample size and it is easier and faster to gather data as compared to other methods such as interview and focus group discussion (Marcyk, DeMatteo and Festinger 2005). The collected data will be analysed through SPSS computer system whereby Pearson’s correlation, regression, and measures of central tendency methods will be used to answer the research questions and test the research hypotheses. To ensure ethicality in the study, all respondents will be informed about the study prior to the study and the confidentiality of the information they give will be assured. Impacts Of Customer Services On Customer Satisfaction.
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