Dimensions

Affecting Customer
Satisfaction in
Retail
Banking
A Literature
Review
Pratap Chandra Mandal
Presented by: Mahum Afaf

Important Terms Used

Retail Banking

Customer
Satisfaction

Also known as consumer banking

It is the provision of services to

individual customers rather than

companies or corporations
Services include; saving and

transaction accounts, mortgages,

personal loans, debit and credit cards

Measures how products or services

supplied by a company meet or surpass a

customers satisfaction

Why study the dimensions

affecting customer
satisfaction?
Banks are losing 8 percent of their

clients every year globally

Banks will not be able to serve
their customers unless they know
what they really want
To determine this, dimensions have
to be studied

Purpose of the article

Reviews literature with respect

to finding dimensions affecting

customer satisfaction
Comes out with suggestions
that need to be followed for
determining these dimensions
in a better way

Customer the most important

determinant of success

Customer Satisfaction Defined

Customer satisfaction is a persons feelings of

pleasure or disappointment that result from

comparing a products perceived performance
(or outcome) to their expectations. (Oliver,
1980)
Satisfaction is the consumers response to

and evaluation of the perceived discrepancy

between prior expectations (or some other
norm of performance) and the actual
performance of the product as perceived after
its consumption. (Tse and Wilton, 1988)

Explanation
Pre purchase expectations

If:
Pre purchase expectations > Post purchase
experience = Dissatisfaction
Pre purchase expectations < or = Post
purchase experience = Satisfaction

Dimensions
Gupta and Dev (2012)

Studied Indian Retail Banking sector

ii. Structured questionnaire administered to
college faculty member + families + sent
online to various colleges
iii. Dimensions identified using; factor
analysis + Principal Component Analysis
(PCA) used as the method of extraction +
varimax was used as the rotation
method.
iv. Dimensions identified; service quality,
ambience or hygiene in the bank
premises, accessibility of services, client
i.

Dimensions (contd.)
Estiri et al. (2011)

Studied Islamic banks

ii. Measured using confirmatory
factor analysis methodology
iii. Dimensions identified; value
proposition quality + service
delivery quality.
i.

Dimensions (contd.)
Singh and Kaur (2011)

Studied selective universal indian

banks
ii. Survey method structured
questionnaires
iii. customer satisfaction is
influenced by seven dimensions
employee responsiveness,
appearance of tangibles, social
responsibility, services
i.

Dimensions (contd.)
Ganguli and Roy (2011)

Indian retail banking sector

ii. dimensions were identified using an
Exploratory Factor Analysis (EFA) +
reliability and the validity of the
dimensions for customer satisfaction
were established through Confirmatory
Factor Analysis (CFA)
iii. Dimensions identified; customer
service, technology security and
information quality, technology
convenience, and technology usage
i.

Dimensions (contd.)
Sadeghi and Hanzaee (2010)

E banking
ii. In the light of different service
quality models and theories such
as technology acceptance model,
theory of reasoned action and
theory of planned behavior
iii. Dimensions identified;
convenience, accessibility,
accuracy, security, usefulness,
i.

Dimensions (contd.)
Herington and Weaven (2009)

E retail banking in Australia

ii. Through self-completed survey of a
convenience sample of Australian
respondents + Factor analysis +
regression analysis
iii. Dimensions identified; personal needs
of the customer, website organization,
user-friendliness of the websites and
efficiency were found
i.

Dimensions (contd.)
Abdulkarim and Alhemoud (2009)

retail banks in Kuwait

ii. A multiple-attribute approach
proposed by Shin and Elliott
(2001)
iii. Dimensions identified; fast
service, courtesy and helpfulness
of employees and availability of
self-banking services.
i.

Dimensions (contd.)
Casal et al. (2008)

Spanish E banking services

ii. Structured questionnaire
iii. Dimension identified; website
usibility
. Molina et al. (2007)
i. Spanish retail banks
ii. Dimension identified; confidence
in the bank
i.

Dimensions (contd.)
Pikkarainen et al. (2006)

Finnish retail banking + online banking

ii. structured questionnaire survey was
carried out with convenience sampling
+ exploratory factor analysis +
confirmatory factor analysis was used
iii. Dimensions identified; website
content, ease of use of the websites,
and accuracy.
i.

Dimensions (contd.)
Ahmad and Naser (2003)
i.
ii.

iii.
iv.
v.

Retail banking sector in Pakistan

analysis was done based on data
collection of a structured
questionnaire survey
Most important dimension
identified; Service quality
retail banking sector of Abu Dhabi
Structured questionnaire was
distributed

Dimensions (contd.)
Levesque and McDougall (1996)

Retail banking sector in Canada

ii. structured questionnaire from
members of a church
congregation in Canada. The
sample size was small (not
representative of the total
population) +Factor analysis.
iii. Dimensions identified; Service
quality, service recovery ability,
i.

Conclusion
Most dimensions identified through existing

models
These models are not qualitative but quantitative
Individuals can not highlight attributes that apply
specifically to them
No distinct complete model has been formed
Existing models are not recent, rendering them
useless
They vary from place to place
Customer satisfaction is a dynamic process need
for a model which supports that
Qualitative and exploratory research is needed to
come out with accurate distinct results.