Sample of proposal

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Predictors of BankPredictors of BankCustomer SatisfactionCustomer Satisfaction



IntroductionIntroductionThrough liberalization and globalization, Malaysian banking sector has

undergone a lot of structural changes where banks were required to gothrough a series of merging exercises.

As a result of that exercise, number of banks has reduced to 22 where nineare Malaysiancontrolled commercial banks and !" are foreigncontrolledcommercial banks in Malaysia #$ank %egara Malaysia, 2&&'( MI)A,

2&&'*.

+ometition between banks became e-en more intense as all anchor banksare big enough to afford offering matched range of roducts or ser-ices#Allred and Addams, 2&&&*. This makes maintaining customer satisfactionas single most imortant factor to remain rele-ant in financial ser-ice

institutions, as ointed out by many researchers #e.g. ust and /ahorik,!''"( Trubik and 0mith, 2&&&*.

Thus, conducting customer satisfaction research within $ank context istimely and rele-ant



1roblem 0tatement1roblem 0tatement As a result of merging exercise, number of banks has reduced to 22

#$ank %egara Malaysia, 2&&'*. +ometition between banks became

e-en more intense as all anchor banks are big enough to affordoffering matched range of roducts or ser-ices #Allred and Addams,2&&&*. Maintaining customer satisfaction therefore become animortant agenda for banks.

+ustomer satisfaction has been a ma3or goal of business organizations,

since it has been ro-en to affect customer retention and comanies4market share #5ansemark and Albinsson, 2&&6*, esecially in marketsthat are highly cometiti-e and saturated, like financial ser-ices #ustand /ahorik, !''" and Trubik and 0mith, 2&&&*.

5owe-er, not many researches ha-e been done in Malaysia tounderstand customer satisfaction le-el in banking industry. 0imilar

research reorted so far in Malaysia were conducted before mergingexercises #e.g. Adilah, !'''( +hin, 2&&!*. Thus, this study adds -alueto the literature by understanding customer satisfaction le-el aftermerging exercises based on Malaysian context.



esearch 7uestionsesearch 7uestions

8eneral 79

:hat are the factors that dri-e re-isit intention to bank;

0ecific 79

!. Are there differences in customer satisfaction by gender,ethnicity and academic qualification;

2. :hat are the asects of customer satisfaction that influence

re-isit intention;



esearch <b3ecti-esesearch <b3ecti-es

!. To assess satisfaction difference betweenmale and female customers

2. To assess satisfaction difference across ethnicgrous

". To analyze if more educated customersexeriencing lesser le-el of satisfaction

6. To e-aluate the relationshis between

customer satisfaction asects and re-isitintention to the bank



0ignificance of the study0ignificance of the studyPractical significance

=nowing who are less satisfied #male>female( high>low education(Malay>+hinese>India*, hel bank designs extended research inunderstanding areas weakly erformed by the bank and imro-eaccordingly.

Theoretical Significance

This study adds -alue to the literature in two ways. ?irst, it extendscustomer satisfaction work conducted by 5allowell #!''@* to Malaysiacontext to assess if the scale is rele-ant in exlaining customersatisfaction henomenon in Malaysia. 0econd, this study extends$oshoff and 8ray4s #2&&6* framework by adding re-isit intention as theoutcome -ariable of customer satisfaction. In other words, the study isable to ro-ide e-idence on the alicability of T1$ #Theory of 1lanned$eha-ior* in $anking +ontext.



+oncetual ?ramework+oncetual ?ramework

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Definition: CustomerDefinition: CustomerSatisfactionSatisfaction

0atisfaction in ser-ices can be concetualized asfacet #attributesecific* or as o-erall#aggregate*(

and it can be -iewed as transactionsecific#encounter satisfaction* or as cumulati-e#satisfaction o-er time* #5ost and =nieAndersen,2&&6*.

In this study, satisfaction is concetualized ascustomers4 satisfaction towards a ser-icero-ider4s erformance in -arious asects of bankser-ices basing on attitudesecific dimension.



xectancy )isconfirmationxectancy )isconfirmationTheory #)T*Theory #)T*

)e-eloed by 5elson #!'@6*

1roosed that customer has an exectation of aser-ice>roduct. xectation become a standard. <nce

used, erformance is comared against exectation. Iferformance of the ser-ice>roduct meets exectation,customers are satisfied.

According to )T, the rimary determinant ofsatisfaction is the redicti-e exectations created bymanufacturers, comany reorts, or unsecified sources#Bi, !''&*. Managing exectations of customers is keycomonent in achie-ing the outcome of customersatisfaction.



Theory of lanned beha-iorTheory of lanned beha-ior#T1$*#T1$*

C Introduced by A3zen #!'DD*, it rooses thatattitude exlains intention of a erson.

C Attitude refers to the e-aluati-e and affecti-ee-aluation of erforming the intended beha-ior#Eerbeke F Eackier, 2&&G*.

C The e-aluati-e -iew is ercei-ed as the risk andbenefit outcomes of erforming the beha-ior whilethe affecti-e -iew is related to the ositi-e ornegati-e feeling resulting from that beha-ior.



H1H1

Expectation Disconfirmation Theory rooses that customer has an

exectation of a ser-ice>roduct. xectation becomes a standard. <nceused, erformance is comared against exectation. If erformance ofthe ser-ice>roduct meets exectation, customers are satisfied.

mirical e-idences show exectation differences between gender onquality ranking where men ranked effecti-eness and reliability highestwhile women ranked rice highest in banking sector #0athis et al.,2&&6*.

In a different study in-estigating gender4s effect on ercetions ofsatisfaction in a ublic ser-ice en-ironment, men were reorted to en3oyhigher le-el of ser-ice satisfaction comared to women #)imitriades andMaroudas, 2&&H*.

0imilarly, female and male customers likely ha-e different exectationson bank ser-ices, thus resulting in different satisfaction le-el.Therefore,the following hyothesis is de-eloed9

H1: There are mean satisfaction differences between female andmale customers



H2H2 oez, 5art and amersed #2&&H* examined the

association between ethnicity and customer satisfactionle-el in the financial ser-ice sector and re-ealed thatresondents from the three largest regional ethnic grous#AfricanAmerican, atinos and %onatino +aucasians*weighted the imortance of se-eral of the ten ser-icequality dimensions quite differently.

+onsistent with Expectation Disconfirmation Theory that exectation determines satisfaction, ethnic grous inMalaysia who ha-e -ery different -alues are likely to ha-edifferent exectations on bank ser-ices, thus resulting insatisfaction differences. 5ence, 52 is roosed9

H2: There are significant mean differences in variousaspects of satisfaction across ethnic groups



H3H3 Mittal and =amakura #2&&!* in-estigated the moderating effect of

customer characteristics between customer satisfactions, reurchase

intent and reurchase beha-ior. They found consumers with somecollege or higher educational le-el recorded lower satisfaction le-elthan those with only a high school education or less #Mittal and=amakura, 2&&!*.

The finding was further -alidated by +loud #2&&"* who also found a

negati-e relationshi between education le-el and customersatisfaction in a community health centers.

+onsistent with Expectation Disconfirmation Theory thatexectation determines satisfaction, customers with higher educationmay ha-e better knowledge on ser-ices ro-ided by international

banks, therefore ha-e higher exectations which some may bedifficult to meet, and result in lower satisfaction. Thus, 5" isroosed9

H3: There is a negative relationship between academicqualification and satisfaction level



H4H4 e-isit Intention refers to the tendency the customer desire to engage

a bank in future #$oshoff and 8ray, 2&&6*.

e-el of satisfaction with the bank forms attitude e-aluation of thebeha-ior of re-isiting the bank. If the customers are satisfied, theywill ha-e ositi-e attitudes towards the bank. According to theoryof Planned Behavior #A3zen, !'DD*, ositi-e attitudes leads tointention, thus satisfaction leads to re-isit intention.

mirically, $oshoff and 8ray #2&&6* confirmed a ositi-e relationshibetween satisfaction le-el and re-isit intention. 0imilar results werereorted by ee and 5wan #2&&G* and 1ont and Mc=uilken #2&&G* inTaiwanese and Australian banking context resecti-ely

Thus, the more satisfied the customers are, the more likely they areto re-isit the bank in future. 5ence, 56 is roosed as below.

H4: There is a positive relationship between satisfaction leveland revisit intention



DATA C!!ECT"#DATA C!!ECT"# )ata will be collected from academic and nonacademic

staff in a ublic uni-ersity in Malaysia.

There are !G&& academics and "&&& nonacademics. $asedon samle size calculation #5air, !''D* with 'GJconfidence le-el and HJ confidence inter-al, !DD samlesare needed.

0tratified samling strategy will be used, first, oulation isdi-ided into two strata #academics -ersus nonacademics*,

than samles are icked randomly from each strata. A totalof !DD comleted questionnaires must be collected from @"academics #!G&&K!DD>6G&&* and !2G #"&&&K!DD>6G&&*nonacademics.



$EAS%&ES$EAS%&ES



DATA A#A!'S"SDATA A#A!'S"S

5! Indeendent samle ttest

52 C A%<EA

5" 0earman ank +orrelation

56 C 1earson +orrelation Analyses



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