Friday, 16 July 2010

Expectations and Perceptions of Consumers in the Banking Industry: The Case of NatWest

Nowadays, there is intense competition in the world economy. In this competition, the service sector becomes more and more important when considering the standardisation and globalisation of the products. This may be the reason that many studies investigate the service sector. Most of these studies aim to evaluate the quality of service through comparing customers’ expectations and perceptions. This is because there is a relationship between service quality, customer satisfaction and service loyalty. In fact, the satisfaction and loyalty of customers are factors enabling service providers achieve successes. From this point of view, the expectations and perceptions of customers to the service quality are determined as the core of a marketing channel. To evaluate this core, a measurement of expectations and perceptions of customers needs to be implemented. However, according to different core characteristics of services, each service sector can apply different methods to measure quality in order to have the best solution to convey to consumer, attracting more customers and encouraging loyalty.

Chapter 1: Introduction
Background of the research
Research aims and objectives
Rationale for the research
Outline of the research

Chapter 2: Literature Review
Introduction
Definition
The importance of service quality
Measuring service quality
Conclusion

Chapter 3: Research Methodology
Introduction
The aims and objectives of research
Research approach
Research philosophy
Deductive or inductive approach
Research design
Data collection method
Secondary data
Primary data
Survey design
Sampling considerations
Sampling techniques
Sample size
Questionnaire design
Data analysis
Limitation of research
Conclusion

Chapter 4: Company Background
Introduction
Company background
Conclusion

Chapter 5: Findings and Discussion
Introduction
Demographic
Gender
Nationality
Consumer expectation of Banks’ service quality
Consumer perception of NatWest’s’ quality of service
Gap between Expectations and Perceptions of customers
Conclusion

Chapter 6: Conclusion
Introduction
Summary of key findings
Recommendations
Direction for future research
Conclusion

Appendix 1 – Questionnaire

References

Bibliography

Download Here: Dissertation