CHAPTER 1: INTRODUCTION

INTRODUCTION

Chapter one is focusing on the introduction of an interesting topic to be investigated. In this

chapter, problem statement is stated as an intention to explain the aims of the thesis. Other than

that, the research question and research objective will be identified. Moreover, scope and the

importance of the study were described as to know what the focus of the study and its

significance. For this chapter, the limitation of the study is the one element that must be stated

and lastly, the definition of the variables also needs to be elaborated as references or

comprehension for the thesis.

1.1 Introduction

A strong and good relationship with the customer can be determined as customer

satisfaction and the achievement of a service provider relies on it. Customer satisfaction and

service quality are worldwide issues that influence all organization nowadays. Considerable

measures of organizations are in studying, assessing and implementing marketing methods that

aim to enhance customers satisfaction and expand the offer to customers that will help the

positive outcomes on the financial performance of the firm. Customer satisfaction and service

quality have long been perceived as playing an essential part for achievement and continued

presence in today's aggressive business market.

According to Portela & Thanassolis (2005), it is very important for the banks to identify

and analyze their performance through service quality, this is because the banks depend on

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how to provide quality services in order to survive. The key to reach customer satisfaction in

business organizations is to have an effective service quality (Ehigie, 2006). Currently,

customers are aware of their rights and the banks have to continuously progress if they want to

increase the demands and competition for their customer satisfactions.

The research is to investigate whether the banks customers are fulfilled by the services

provided to them, which will in the end leads to customer satisfaction. Local bank are being

chosen for this exploration as it mirrors the banking industry of Malaysia.

1.2 Background of the study

This study intends to identify the relationship between customers satisfaction and

service quality at Menara Maybank Kuala Lumpur. As we know that Maybank is the leading

bank in Malaysia and they have global network of more than 2,200 branches and workplaces in

20 nations. The main branch in Kuala Lumpur is at Menara Maybank Jalan Tun Perak. The

branch is one of the largest branches in Kuala Lumpur and also in Malaysia.

Service quality attributes is one of the factors that must be the focus of every banks in

order to have competitive advantages. The banking sectors always encourage and manage this

service quality attributes properly in order to have good performance and good customer

satisfaction. Service quality attributes is not the only factor in doing business, but it is one of the

main factor that will help the banks in many ways. In this research, the critical factors in service

quality attributes will be determined so that the organizations can practice these factors to be

more successful in their business.

For every banks, service quality attributes is important to increase customer satisfaction

and also improved quality of their service. The bank needs to identify the service quality

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attributes to compete with other banks and it can measure the customers satisfaction. This

research is conducted to give benefits to the bank as one of the ways in improving the customer

satisfaction for now and the future.

1.3 Problem statement

Customer satisfaction and service quality is the most important components in

accomplishing organization objectives. Organization tried to provide consistent customer

satisfaction as they assume that service quality is very important factor in deciding customer

satisfaction. As it were, quality should be comprehended and managed all the way through the

services of an organization. Therefore, service quality is considered as the most significant

aspect.

According to Abishua (2010), banks are clear of the intense competition in banking

industry and each has invested heavily in marketing strategies and promotions. Besides focus

on the marketing strategies and promotions, bank must understand that customers satisfaction

is significantly more vital. Banks in Malaysia need to address customers' necessities and satisfy

their desires. Banks could beat their contenders by giving top quality services and keeping up

with their great reputation. According to Wong (2011), if the organization has achieved the

customers satisfaction, it will attract the customers and also leads to customer loyalty.

The purpose of this study is to identify the relationship between customer satisfaction

and service quality in the Menara Maybank branch. According to the branch manager, there

was a complaint from the customer about their staff always misunderstood the information given

to them. Example of the staff misunderstood the information is when the greeting staff asked the

customers interest and gave the wrong number for the customers to wait. Besides that, the

customers also complained about late services. This usually happens during festive season like

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Hari Raya, Deepavali, and Chinese New Year. There will be many people in the bank and

because of that some of them will receive late service. This will give negative effect to the

quality of service in the branch and also the customers will be dissatisfied with the services that

Maybank provides. Therefore, the researcher wanted to know whether Menara Maybank branch

have the relationship between customer satisfaction and service quality or not.

Here we have to consider the essential customer satisfaction as customer satisfaction

depends on service quality. Despite the fact that customers satisfaction is a feeling that is

received by an individual or a person and the feeling is always differ from others. By that, this

study is to discover how far it will affect the service quality on customer satisfaction.

1.4 Research objective

The research objectives for this study are:

1. To identify the relationship between service quality attributes and customer satisfaction.

2. To identify the most factors that influence customer satisfaction.

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1.5 Research questions

The research questions that can be identified in this research are:

RQ1. Is there any relationship between tangibles and customer satisfaction?

RQ2. Is there any relationship between responsiveness and customer satisfaction?

RQ3. Is there any relationship between empathy and customer satisfaction?

RQ4. Is there any relationship between reliability and customer satisfaction?

RQ5. Is there any relationship between assurance and customer satisfaction?

RQ6. What are the most factors that influence customer satisfaction?

1.6 Scope of research

This research is focused on the customer that has been using Maybank services at

Menara Maybank that is located at Jalan Tun Perak, Kuala Lumpur. This research is important

to recognize the most significant service quality attributes among tangibles, responsiveness,

empathy, reliability and assurance which is experienced by the customer.

As for this study, we will measure the 248 respondents on service quality and its effect

on customer satisfaction. It will focus on this aspect in the banking industry; precisely customers

of Menara Maybank branch located at Jalan Tun Perak, Kuala Lumpur. However, there might

be a percentage of respondents that are not willing to be surveyed. The customers of the bank

will be the respondents and the questionnaires will be distributed to them randomly.

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1.7 Significant of research

1.7.1 Organization

The study is important to the Maybank Branch because they can figure out and

recognize which service quality characteristics that gave more effect towards customer

satisfaction and which are those that gave less effect. Besides that, this study can also be a

reference regarding mitigation or recommendation on the best way to improve or enhance the

customers satisfaction of the Maybank Branch.

1.7.2 Employees

The study can be a reference to the employee in term of how to improve customer

satisfaction and also on how to serve and provide good services to the customer. This will help

the employee to realize that service quality is essential to enhance or to improve customer

satisfaction in the banking sector.

1.7.3 Researchers

Research is important when it is conducted correctly in order to help understand and

solve problems. Otherwise, it helps the researchers to make further research on the relationship

of service quality and customer satisfaction.

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1.8 Limitation of study

The research was undertaken using customers of Maybank at Menara Maybank Branch with

questionnaires in order to identify the most important service quality attributes. The research

has presented some limitations; it was divided into two parts which are time and organizational

constraints.

1.8.1 Time constraints

The researcher could not accumulate as much data as he needed for this research as

the study was done through a limited timeframe. Besides that some of the respondents are

unwilling to answer the questionnaire as they did not have time and are busy.

1.8.2 Organizational constraints

Maybank is the leading bank in Malaysia. In Menara Maybank, the researcher has to ask

permission from the head of branch department and has followed certain procedure as to

minimize the risk toward the organizations. As a security to the organization, their performance

is confidential.

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1.9 Definition of main variables

Customer Satisfaction

Personal feeling either good or bad resulting from the evaluating services provided in

relation to customers expectation (Taiwo, Loke, Salim, & Downe, 2011). Besides that, there are

many researchers that give suggestion for the main determinant of loyalty is through the

customer satisfaction (Lam & Burton, 2006). According to Ehigie (2006), customer satisfaction

and service quality have a positive and strong relationship.

Service Quality

The difference between the customers' needs & wants and their perspective of the

service that is offered to them (Ouyung, 2010). Service quality has been defined as the overall

assessment of a service by the customers (Eshghi, Roy, and Ganguli, 2008), while other studies

defined it as the extent to which a service meets customers needs or expectations.

1.9.1 Tangibles in customer satisfaction

Ananth, Ramesh, and Prabaharan (2011) has explained and informed in their study on

private sector banks, tangibility can be described as new and up-to-date looking equipment,

physical facility, and well dress employees and materials that are visually appealing. Issues

related to the branches such as access to the facilities, safety and convenience are on tangible

basis (Castro, 1997 as cited by Bellini et al., 2005).

1.9.2 Responsiveness in customer satisfaction

According to Armstrong (2012), responsiveness is eagerness to assist the customers

and offer fast service. It has the conceivable outcomes to have a significant and constructive

outcome on customer satisfaction. It is also involves understanding needs and wants of the

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customers, convenient operating hours, individual attention given by the staff, attention to

problems and customers safety in their transaction (Kumar, Kee, and Manshor, 2009).

1.9.3 Empathy in customer satisfaction

According to Armstrong (2012), empathy has been defined as caring and concerned,

and it gives or offers the customer in individualized attention. Empathy likewise is ended up

being convincing in customer satisfaction (Butcher, 2001; Ndubisi, 2006; Ehigie, 2006). Ananth

et al. (2011) referred to empathy in their study on private sector banks as giving individual

attention; convenient operating hours; giving personal attention; best interest in heart and

understand customers specific needs.

1.9.4 Reliability in customer satisfaction

According to Armstrong (2012), it characterized reliability as the capacity to perform the

ensured service continually and correctly. Others researchers consider reliability as status that

can be the most tried and true pointer of service quality which could be related to customers

past experiences (Ndubisi, 2006).

1.9.5 Assurance in customer satisfaction

According to Sadek, Zainal, Taher, and Yahya (2010), their research in England banks

has defined assurance as politeness of staff and friendliness to customers, advising on financial

aspect, comfortable interior, ease of access to account information, knowledgeable and a very

experience management team in dealing with customers. A few studies recommended that the

trading of information is a critical piece of both customary offering and relationship promoting

which may prompt a mutual understanding (Ndubisi, 2006; Lymperopoulos et al., 2006).

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 CHAPTER 2: LITERATURE REVIEW

INTRODUCTION

This chapter consists of a set of literature review on past studies and provides us the

information to enhance our understanding of independent and dependent variable. The

independent variables consist of tangibles, responsiveness, empathy, reliability, and assurance.

The dependent variable is customer satisfaction. Besides that, we will also provide a theoretical

framework and hypotheses in this chapter.

2.1 Customer satisfaction

It is very important to know what is customer satisfaction actually means. In business

perspective, the term refers to the type of products and services an organization provide in

order to meet and surpass its customers expectations. According to Armstrong (2012), the

assessment on the purchase of products and services that meets the expectations is called as

satisfaction. Organizations inside the same business sector or segment must evaluate or

assess the quality of their services in the event if they are to attract and hold customers. In

todays competitive world, it is very important for an organization to fulfill or satisfy their

customer if they want to survive in the market. For which, it is necessary for the organization to

evaluate the satisfaction level of the customer, where satisfaction achieved from the particular

service is very complicated to measure.

Presently, in the aggressive banking industry, it was considered that customer

satisfaction is the key of success (Siddiqi, 2010). With better comprehension of customers'

observations, the banks can focus on the exercises expected to address the customers'

requirements. They can distinguish their own qualities and shortcomings, where they will remain

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and know how to compare with other rivals. They will create a good diagram and ways for future

advancement and change (Magesh, 2010). According to Shanka (2012), with customer

satisfaction and service experience it will become easy to achieve a high level of customer

loyalty. There have been a lot of mind in discussing about customer satisfaction in term of

customers needs & wants for the service delivery. Customers feel the experience in real

delivery, and customer satisfaction will be positive if the customers wants & needs are

surpassed and if not, the customer satisfaction will feel be negative (Mohammad & Alhamadani,

2011).

One of the most significant outcomes in the marketing literature is customer satisfaction

(Siddiqi, 2010). Key to long-term business achievement is through customer satisfaction. On the

other hand, to make sure that the customers are satisfied, the organizations have to do or take

initiative by offering a high quality product or service (Tsoukatos and Rand, 2006). Banks have

to understand the customers service requirements and how it impact on service delivery and

customers attitudes (Gerrard and Cunningham, 2001), as for a small increase of customer

satisfaction it can leads to customer loyalty and retention (Bowen and Chen, 2001).

2.2 Service quality

One of the significant components in recognizing services and products is service

quality. It is an important tool to measure customer satisfaction. The service quality and

customer satisfaction, have a very close connection. Service quality is an essential variable in

any business related activity (Jayaraman, Shankar, and Hor, 2010). According to Jayaraman et

al., (2010), there are some practitioners that identify customer desires for the service encounter

and the services received perceptions. According to Samraz & Bakhtiar (2012), services are

characterized by a few qualities like services are spiritual in nature, we cannot quantify the

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services by some instrument. Services are said to be inseparable that is creation and utilization

normally happens in the meantime.

In our time, with the increased competition, service quality has end up being a famous

zone of academic research and has been perceived as one of the advantage and tools to

increase satisfying relationships with customer (Zeithmal, 2000). According to Hazlina (2011),

service quality is an amazing and ordinary tool to measure the customer satisfaction in the

organizations. The quality of service that have been offered has the connection and relationship

with the customer overall satisfaction. It does already been disclosed and explain by the

researchers in a large number of studies. Many of them have advised that a high level of service

quality must be delivered by the service provider as it can help to achieve a high level of

customer satisfaction (Navaratnaseelan & Elangkumaran, 2014). According to Dharmalingam &

Kannan, (2011), it is expressed that all the service quality attributes are totally correspond to

customer satisfaction. Service quality is a concept that has brought interest and argues in

research.

Customers that give opinion about a service is called as service quality (Culiberg &

Rojsek, 2010). Service quality could be more stretched out as the common assessment of a

specific service firm and those outcomes from differentiating that organization's execution and

how the firms in that industry have to perform the customer's general goals (Lo, Osman,

Ramayah & Rahim, 2010). From framework thinking and worldview measurement, service

quality is translated as a generation framework where different inputs are handled into yields

and gives utility and worth to the service buyers, both regarding monetary sense and for the

purpose of joy (Salifu, Decaro, Evans, Hobbs & Iyer, 2010). A research was conducted by

Parasuraman, Zeitham, & Berry (1988), in which an instrument was produced for measuring the

view of consumers with respect to service quality and after those studies it turned out to be

surely understood as SERVQUAL.

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 SERVQUAL has been perceived as the most generally used and well known measure of

service quality. Five dimensions of SERVQUAL have been developed for the service sectors:

tangibility, responsiveness, reliability, assurance, and empathy (Van Iwaarden, van der Wieler,

Bull, & Millen, 2003). It has characterizes and measures service quality in five measurements.

To begin with is tangible, its means as appearance of physical offices, equipment, staff and

composed materials. Second is reliability, it is the capability to perform the guaranteed service

constantly and precisely. Third is responsiveness, ability to help customers and give effective &

efficient service. Fourth is assurance, it is the learning and graciousness of workers and their

capacity to motivate trust and certainty. Fifth or ultimately is empathy, its caring and individual

consideration the firm gives its customers.

2.2.1 Tangibles

Tangibility can be describes as physical facilities, equipment and appearance of

personnel. According to Blery, Batistatos, Papastratou, Perifanos, Remoundaki, & Retsina

(2009), it can be seen by eyes and can be touch by hand which have a physical existence.

Tangibles are one of the factors in service quality, it is usually can be alluded to as an

equipment of information and communications technology, physical facilities and their

appearance at the office. For example, the atmosphere, the cooling system, lighting and the

quantity and arrangement of seating. Besides that, it also referred to services giving and

provides staff of the organization (Blery et al., 2009). The examples of the tangible characteristic

is related to banks include comfortable office designs, new technology & equipment for

customers use and enough employees to provide best service. These characteristics are very

significant for retail banks, because there are usually having face-to-face contacts with the

customer. As a result, to increase the customer satisfaction they need to maintain a professional

and comfortable office environment.

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2.2.2 Reliability

It means the capability to perform the guaranteed service constantly and precisely.

Reliability means the capacity of a service provider to give the steadfast services honestly and

reliably (Blery et al., 2009). A service that the customer can rely for is trustable services. The

major reason for customers to choose banks for investment funds is because of the

dependability or reliability and reputation of the banks. Banks always promise customers a high

level of security during the transactions. Banking service is able to increase customers

confidence and trust if employees are able to provide appropriate service to each customer. The

employees of the bank have to know the needs of every individual customer, for example they

have know the customers expected retirement age, yearly wage, and their hobbies as these are

required to help provide a good match of insurance and fund products for customers.

2.2.3 Responsiveness

It speaks to the readiness to help clients or customers and to give the effective service.

These measurement of mindfulness and speediness in managing customer requirements,

complains, inquiries and issues (Winnie & Moses, 2014). It must be helpful and fast to react to

customers needs, HSBC, for example, has consolidated the announcement due date on SMS

alerts sent to cardholders (HSBC, 2011). This personal service is aim to increase and improve

the customer satisfaction.

2.2.4 Assurance

Assurance is created by the level of learning or data and great conduct that have been

shown by the workers in rendering the services and their capacity to impart trust and trust in

customer (Blery et al., 2009). Customer will save a large amount of money in the banks if the

bank gives full commitments to their customer. Commitments of the employees are really

important for the bank. Banks have their own product like insurance, fund, and margins. This is

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the time that employees must give a clear explanation of each product to customers, so that

customers can feel confident and positive about the services provided by banks.

2.2.5 Empathy

It represents the individualized attention that firms provide to its customers. Employees

who show comprehension of customer needs and are surely understood to take care of

customer issues are achievement components for the service business. When they walk into a

bank, friendly customers service pleases the customers. The reason for this measurement is to

hold customers to continue utilizing the bank service (Van Iwaarden et al., 2003). According to

Blery et al., (2009), empathy means they have to give attention and always take care of the

customer individually. It includes offering ears to their issues and adequately tending to their

worries and requests.

2.3 Customer satisfaction and service quality in banking sector

Higher service quality means higher customer satisfaction. There is a general

understanding that the banking sector has no recognized and consistent scales with which to

measure customers view of the nature or quality of a banks service. Therefore, gaining a

competitive advantage by offering high-quality service is turning out to be progressively

important for survival in this part. According to Siddiqi (2011), most of the retail banks have set

their strategy goals for their services to increase the customer satisfaction and to obtain the

loyal customer through the quality of service. At the end of the day, the whole parts of the

organization should focus on the factors that the customers hold dear and it should be willing to

surpass client desires. This segment is focused on the significance of customer satisfaction

which is considered to be the basis of banks development of strategies. All things considered, it

is essential for current financial organizations to move towards customer management for the

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satisfaction of the services provided. To accomplish a better level of service quality bank

directors ought to create working lines on which service quality is refined to build the customer

satisfaction (Khalid, Mahmood, Abbas, & Hussain, 2011).

Service quality is one of the significant components in recognizing services and

products. It is an important tool to measure customer satisfaction. The relationship between

service quality and customer satisfaction are really close. By providing products or service with

high quality it will secure the customer satisfaction. Without any doubt, service quality is one of

the important factors in the banking industry (Munusamy et al, 2010). Service quality additionally

is a key component for customer satisfaction. It is critical equipment for banks for enlarging their

pay and piece of the overall industry (Muyeed, 2012). According to Rashed and Tabassum

(2014), to protect or gain market shares, the organization or bank need to beat other contenders

by offering high quality products or service to guarantee fulfillment of customers. Bank these

days must to be high requirement or standard, focused on incredibleness in customer

satisfaction and to play a significant part in the developing and broadening of financial sector

(Guo, Duff, and Hair, 2008). There has been a mind blowing change in the system of banking in

the latest couple of years. Customers have also precisely requested all inclusive quality services

from banks. With distinctive choices possible, customers are not ready to endure anything not

exactly the best. Banks has identified the needs or characteristics to meet customers objective

and accomplish customer satisfaction.

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2.4 Theoretical framework

TANGIBLES

RESPONSIVENESS

CUSTOMER
EMPATHY
SATISFACTION

RELIABILITY

ASSURANCE

Independent Variable Dependent Variable

Figure 2.4 Theoretical framework the relationship between service quality attributes and

customer satisfaction.

2.5 Hypothesis

H1-There is a relationship between tangibles and customer satisfaction.

H2-There is a relationship between responsiveness and customer satisfaction.

H3-There is a relationship between empathy and customer satisfaction.

H4- There is a relationship between reliability and customer satisfaction.

H5- There is a relationship between assurance and customer satisfaction.

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2.6 Summary

Literature review is the past studies from the previous researchers about the topic that is

related to this topic. It acts as a reference to the researcher to make the further study about the

topic. In this chapter, the researchers have to identify the theoretical framework of the topic and

the prior subject of the topic to be investigated.

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 CHAPTER 3: RESEARCH METHODOLOGY

INTRODUCTION

Chapter three, it discussed about the methodology of the research and it includes the research

operational framework. It contains research objective and question with the data analysis.

Furthermore, research design will be identified and as to use the survey method in this

research. Instrument development and the construct measures will also be included in this

chapter and to list down the questions for the survey. The techniques used will be described in

the sampling procedure. Lastly, the data collection techniques and data analysis techniques will

be explain in this chapter as to know the sources that can be used for the research and the

strategies to be applied in the research.

3.1 Research operational framework

Research Objective Research Question Data Analysis

1. To identify the relationship Is there any relationship between Regression

between service quality tangibles, responsiveness, reliability, analysis

attributes and customer assurance, & empathy on customer

satisfaction. satisfaction?

2. To identify the most factors What are the most factors that Regression

that influence customer influence customer satisfaction? analysis

satisfaction.

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3.2 Research design

According to Sekaran and Bougie (2013), this study used the descriptive research

design where it is either quantitative or qualitative in nature. Basically, this study applies

quantitative analysis because the information are sourced and gathered from the survey method

by distributing questionnaires to the customers of Menara Maybank branch at Jalan Tun Perak.

The present studies manage to obtain 260 over 260 questionnaires that were distributed which

presented 100% respond rates. The questionnaires are distributed personally to the

respondents. The relatively high rates of respondents was due to the situation, were the

respondents answered the questions on the spot answering method.

3.3 Instrument development

This research was divided into three parts of the instrument development (part A, B and

C). They are customer satisfaction, tangibles, responsiveness, reliability, empathy and

assurance.

3.3.1 Part A: Demographic

In this part, the question is about personal information of the respondents. It contains

four(4) questions, they are about the age, genders, educational level and frequency of using the

bank.

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3.3.2 Part B: Independent variables

Part B contains the question that will focus on the independent variable, which is

focused on customer satisfaction having the relationship with service quality attributes which are

tangibles, responsiveness, empathy, reliability, and assurance.

3.3.3 Part C: Dependent variable

Last part which is part C in the instrument development is about the dependent variable.

This part will ask about related question in customer satisfaction. The questionnaire contains

overall question on the effects of each independent variables to customer satisfaction.

3.4 Construct measures

3.4.1: Tangibles (Mesay S. S (2012)

Q1 The bank has modern looking equipment.

Q2 The bank's physical features are visually appealing.

Q3 The bank's reception desk employees are neat appearing.

Q4 Materials associated with the service (such as pamphlets) are visually appealing at the

bank.

3.4.2: Responsiveness (Mesay S. S (2012)

Q1 The behavior of employees in the bank instills confidence in you.

Q2 You feel safe in your transactions with the bank.

Q3 Employees in the bank are consistently courteous with you.

Q4 Employees in the bank have the knowledge to answer your questions.

Q5 The bank gives you individual attention.

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3.4.3: Empathy (Mesay S. S (2012)

Q1 The bank has operating hours convenient to all its customers.

Q2 The bank has employees who give you personal attention.

Q3 The bank has your best interests at heart.

Q4 The employees of the bank understand your specific needs.

3.4.4: Reliability (Mesay S. S (2012)

Q1 When the bank promises to do something by a certain time, it does so.

Q2 When you have a problem, the bank shows a sincere interest in solving it.

Q3 The bank performs the service right the first time.

Q4 The bank provides its service at the time it promises to do so.

Q5 The bank insists on error free records.

3.4.5: Assurance (Mesay S. S (2012)

Q1 Employees in the bank tell you exactly when the services will be performed.

Q2 Employees in the bank give you prompt service.

Q3 Employees in the bank are always willing to help you.

Q4 Employees in the bank are never too busy to respond to your request.

3.4.6: Customer Satisfaction (Mesay S. S (2012)

Q1 Overall, I am satisfied with the bank services

Q2 I say positive things about the bank to other people

Q3 I intend to continue being a customer of the bank for a long time to come

Q4 I will encourage friends and relatives to use the service offered by the bank

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3.5 Sampling procedure

The populations of this research are the customers that have experience or have been

using the services in Menara Maybank Branch. The respondents covered various demographic

factors such as genders, age, educational level and frequency of using the bank. The average

population of the customer per day is 480. Using the Krejcie and Morgan (1970), the adequate

number of sample for population of 480 is 248. A sample size of 248 participants had been

produced from the customer that using the services of the bank using probability sampling

technique in which units are chosen on the premise of suitable for systematic sampling. Using

this sampling technique is to make sure each unit related in this study will be chosen as the

sample of this study. This process was also been used in order to get a large number of

completed questionnaires quickly and economically, due to time and financial plan. The

systematic sampling has 4 steps:

1) The sampling frame been numbered with a unique number. The first case is

numbered 0, the second 1 and so on.

2) Select the first case using random number.

3) Calculate the sampling fraction using the formula:

Sampling Fraction = Total Population

Actual Sample Size

4) Select subsequent cases systematically using the sampling fraction to determine the

frequency of the selection.

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3.6 Data collection technique

Data collection is the process of obtaining useful information in order to improve the

decision made for a research. There are two types of method used in collecting data and

information for this study. They are Primary Data Collection and Secondary Data Collection. The

purpose of data collection is to collect information and understand concepts in detail regarding

the association between the tangible, responsiveness, reliability, empathy, assurance and

customer satisfaction.

3.6.1: Primary data

According to Sekaran and Roger (2014), primary data can come from the individual that

provide the information when interviewed, administered questionnaires or observation. Usually

collecting primary data is more expensive and time consuming compared to the secondary data.

Other rich sources of primary data are group depth interviews or focus groups. Primary data

collection is being carried out through survey using the self-administered questionnaires. In this

research, information that gathered is carried out from distribution a set of questionnaires to the

customers that using the bank service at Menara Maybank, Kuala Lumpur. The questionnaires

consist of 30 items that need to answer by respondent which are the customers. The

questionnaires will distribute by hand to them and the respondents were given as much as

necessary to complete and answer all of question. Mostly, the respondent will takes about 15

minutes to complete the questionnaire.

3.6.2: Secondary data

According to Malhotra (2006), secondary data refers to data that have been collected

and published by researchers. Secondary data can be gathered easily from various sources

such as journals and internet. Besides that, the secondary data can serve as a guideline for the

researcher to identify variables easily. Sources from the journals that we had used for

36
conducting this research include Emerald, Science Direct, JSTOR, SAGE and Pro Quest. Other

sources are articles, Google Scholar. In this research, the researcher gathered the information

using the internal and external sources to support the literature view.

3.7 Data analysis technique

1. Frequency analysis

Frequency analysis is a descriptive statistical method that shows the number of

occurrences of each response chosen by the respondents. When using frequency analysis,

SPSS Statistics can also calculate the mean, median and mode to help users analyze the

results and draw conclusions. Frequency analysis is based on the fact that, in any given stretch

of written language, certain letters and combinations of letters occur with varying frequencies.

Moreover, there is a characteristic distribution of letters that is roughly the same for almost all

samples of that language. For example, given a section of English, E, T, A and O are the most

common, while Z, Q and X are rare.

2. Reliability analysis

Reliability Analysis measure by testing for both consistency and stability of questionnaire

and data obtained so that the research can be considered as solid. The purpose to conduct

reliability testing is to ensure that the observed variables measure the 'true value' and whether

they are 'error free' or had high error in the questionnaire. Cronbach's Alpha indicated the

reliability coefficient and how the items correlated to the one another (Sekaran, 2003). By using

the reliability analysis for looking the Cronbach's alpha value, all of the independent and

dependent variables are tested to measure whether it is reliable or not reliable. The closer the

reliability coefficient gets near to 1.0 are better. If the reliabilities less than 0.6 are considered as

37
poor, the question are less reliable .Those in the 0.7 range are acceptable and those over 0.8

as good (Sekaran, 2003).

3. Descriptive statistic

A set of brief descriptive coefficients that summarizes a given data set, which can either

be a representation of the entire population or a sample. The measures used to describe the

data set are measures of central tendency and measures of variability or dispersion. Descriptive

statistics is the discipline of quantitatively describing the main features of a collection

of information, or the quantitative description itself. Descriptive statistics are numbers that are

used to summarize and describe data. If we are analyzing birth certificates, for example, a

descriptive statistic might be the percentage of certificates issued in New York State, or the

average age of the mother. Any other number we choose to compute also counts as a

descriptive statistic for the data from which the statistic is computed. Several descriptive

statistics are often used at one time to give a full picture of the data.

4. Regression analysis

Regression analysis involves identifying the relationship between a dependent variable

and one or more independent variables. A model of the relationship is hypothesized, and

estimates of the parameter values are used to develop an estimated regression equation.

Various tests are then employed to determine if the model is satisfactory. If the model is

deemed satisfactory, the estimated regression equation can be used to predict the value of the

dependent variable given values for the independent variables. Regression analysis is a

statistical tool used for the investigation of relationships between variables. Regression analysis

is utilized to know the potency & to assess the quality and the relationship's heading between

two straightly related variables: tangibles, responsiveness, reliability, assurance and empathy is

the "independent" variable and customer satisfaction is the "dependent" variable.

38
 CHAPTER 4: RESEARCH FINDINGS AND DISCUSSION

INTRODUCTION

After the research design had been described in previous chapter, this section is discussed &

focused on the analysis of findings through the questionnaire that have been developed by the

researchers and it will be showed or presented the results of the data analysis. All of the data

has been collected and has been entered in the IBM SPSS Statistics. There have several

analysis involved in this chapter like demographic background, reliability, KMO, descriptive, and

regression. All of the analysis will be presented and explain with more details in this chapter.

4.1 Rate of survey return

The researcher distributed a total of 260 questionnaires to the customers that using the service

at Menara Maybank, Kuala Lumpur. Sample size of the population is 248 respondents. All the

questionnaires that has been distributed were successfully collected which the total of 260

questionnaires. This is more than the actual sample size and can be concluded that 100%

questionnaires distributed to the sample size were collected. By using systematic sampling

frame, the respondent has been selected systematically using the methods below.

Sampling Fraction = Total Population/ Actual Sampling Size

= 480 / 248 = 1.94 ~ 2

Respondent were selected according to each of every second customer who uses the bank

service.

39
4.2 Demographic Background

These findings shows the results for demographic background that was collected from the

respondents of the customer that using the service of Menara Maybank Branch which is gender,

age, education level and frequency of using the bank.

Gender Frequency Percent %

Male 142 54.6
Female 118 45.4
Total 260 100.0

Table 4.1: Respondents gender

The tables 4.1 above shows that the number of total respondents is 260, which are the

male respondent, are 142 and the female respondent is 118. It is shows that 54.6% are male

and 45.4% are female that has participated in this study.

Age Frequency Percent %

Under 20 years old 6 2.3
21-30 years old 95 36.5
31-40 years old 73 28.1
41-50 years old 46 17.7
Above 50 years old 40 15.4
Total 260 100.0

Table 4.2: Respondents age

Table 4.2 above illustrates the age of the respondents. The highest percentage of 36.5%

was from the age group of 21-30 years old, followed by 28.1% from the age group of 31-40

years old, 17.7% from the age group of 41-50 years old and 15.4% from the age group above

50 years old and lastly is 2.3% from the age of below 20 years old.

40
 Education Level Frequency Percent %
Diploma 85 32.7
Undergraduate 137 52.7
Postgraduate 38 14.6
Total 260 100.0

Table 4.3: Respondent education level

The Table 4.3 above shows the respondents level of education which is the higher

percentage is from undergraduate for 52.7% and followed by the diploma for 32.7% and the last

is only 14.6% from postgraduate.

Frequency of using the bank Frequency Percent %

Daily 37 14.2
Weekly 111 42.7
Monthly 112 43.1
Total 260 100.0

Table 4.4: Respondent frequency using the bank

The Table 4.4 above shows the respondents frequency of using the bank. The higher

percentage of the respondents frequency using the bank is from monthly for 43.1% and

followed up by weekly for 42.7% and lastly is daily for 14.2%.

41
4.2 Reliability Analysis

Reliability Statistics
Variables Cronbach's Alpha N of Items
Tangibles 0.924 4
Responsiveness 0.886 5
Empathy 0.835 4
Reliability 0.890 5
Assurance 0.895 4
Customer Satisfaction 0.928 4

Table 4.5: Reliability analysis

Table 4.5 provides an overview of Cronbach alpha for the five variables. The reliability of

less than 0.6 are considered to be poor, those in the 0.7 range is acceptable, and those over 0.8

is good (Sekaran & Bougie, 2010). According to the result that derived from the reliability

analysis, it has reflected that all of the variables are considered as reliable since the cronbachs

alpha values of all variable fall between the range from 0.70 to 0.835 and 0.835 to 0.928 as well.

Both of them are describes as good reliability and very good reliability result. It shows that the

entire variable is a good alpha which is the higher reliability is from customer satisfaction scored

(0.928) and followed by tangible scored (0.924); assurance scored (0.895); reliability scored

(0.890); responsiveness scored (0.886) and lastly is empathy that scored (0.835). Therefore, the

result of this research is accepted and the question in the questionnaire is reliable with the

study.

42
4.3 Validity Test

KMO AND BARTLETT'S TEST

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .937
Bartlett's Test of Sphericity Approx. Chi-Square 5618.851
df 325
Sig. .000

Table 4.6: Validity test

The Table 4.6 above shows the KMO and Bartletts test result of the research. According to

Pallant (2007), the KMO result should be more than 0.6 and the table shows that the KMO

result is 0.937 which is very good. The Bartletts test also has a very good result which is 0.000

and less than 0.05.

43
4.4 Descriptive Statistics

VARIABLE MEAN STANDARD DEVATION

Tangibles 4.2587 0.62615

Responsiveness 3.9869 0.56758

Empathy 3.7846 0.55294

Reliability 3.6631 0.56788

Assurance 3.7260 0.59854

Customer Satisfaction 4.0490 0.66289

Table 4.7: Descriptive analysis

The table 4.7 above shows the descriptive analysis based on the dependent and independent

variable. This table also indicates the numbers of mean and standard deviation for the variables

in the study. The scale measurements are 5-point Likert Scale with 1 as the least weight and 5

as the highest weight. From the questionnaire that have been distributed by the researcher and

also answered by the respondents, the scale of 1 is refer to strongly disagree and scales of 5

refer to strongly agree. The value that above 3 means the respondents are agreed with the

questions while the value that recorded below 3 means that the respondents are not agreed

with the questions. Based on the 260 respondents, all the six variables were more than 3. The

highest mean for the independent variables is tangibles; it showed that the value is 4.2587 as it

more to the right of the five-point scale with standard deviation is 0.62615 while the lowest mean

is from reliability with 3.6631 and the standard deviation is 0.56788. The value of standard

deviation that close to 1 is good, 0.5 is average, and below 0.3 is considered poor. From the

table above, the researcher can said that the most of the respondents have agreed to answer

and understand the questionnaire that given to them.

44
4.6 Regression Analysis

VARIABLES BETA SIG

TANGIBLES .084 .518

RESPONSIVENESS .384 .000

EMPATHY .029 .168

RELIABILITY .047 .992

ASSURANCE .330 .000

*R =0.568

Table 4.8: Regression analysis

Regression analysis is important for any research done because it will describe and help to

determine whether the hypothesis made are accepted or rejected. It was also help to know how

much variance in a dependent variable were being able to explain by the independent variables.

Table 4.13 shows that the all five variables were explained through the regression analysis. For

the first column which is Beta and the second column is Significant. From the table above, the

highest beta is responsiveness which is 0.384, followed by the assurance with 0.330, tangibles

with 0.084, reliability with 0.047 and lastly is empathy with 0.029. Here, the lowest beta shows

the least important factors between the independent variable with the dependent variable. For

the significant, the table above shows that two from the five independent variables have the

relationship with the dependent variables which is responsiveness and assurance. The others

variable show there is no relationship with the dependent variable. For the R2, the result is 0.568

which means that only 56.8% of the dependent variables can be explained by the listed

variables. The other 44.2% can be explained by other variables.

45
 CHAPTER 5: CONCLUSION & RECOMMENDATION

5.1 Relationship between service quality attributes and customer satisfaction

In this section, the objective is to identify the relationship between the service quality

attributes and the customer satisfaction in the Menara Maybank Branch. It discussed the

relationship of the five factors namely tangibles, responsiveness, empathy, reliability and

assurance with the customer satisfaction. Whether is there any relationship or not between the

service quality attributes and the customer satisfaction in the Menara Maybank Branch.

5.2 Discussion on findings

Based on all the findings, the researcher can conclude the result as follows:

HYPOTHESIS ACCEPTED /

REJECTED

There is a relationship between

H1 REJECTED
tangibles and customer satisfaction

There is a relationship between

H2 responsiveness and customer ACCEPTED
satisfaction

There is a relationship between

H3 REJECTED
empathy and customer satisfaction

46
 There is a relationship between
H4 REJECTED
reliability and customer satisfaction

There is a relationship between

ACCEPTED
H5 assurance and customer satisfaction

Table 5.1: Discussion on findings

Table 5.1 shows that not all of the hypotheses result can be accepted. According to the

findings in the regression analysis, there have three hypotheses that are not significant. The

hypothesis 1 (H1) result is not significant due to the value that scored 0.518 more than 0.05. So

in this research, tangibles is a need in providing quality service but is not a must and also not

important for this study. Besides that, tangibles such as appearance of physical facilities,

equipment, personnel and communication materials in the banks were not considered important

to the customers at Menara Maybank, Kuala Lumpur.

For the hypothesis 3 (H3), the results is not significant due to the value that scored 0.168

more than 0.05 this is because there are still group of customers that prefer a face-to-face

service by the banks rather than using the new facilities in the bank. Besides that, the

customers have no alternative, but to make personal contact with the bank staff each time the

facilities that have been provided are breakdown. For an example, the ATM machines are out of

service. By human nature, people tend to expect empathy and respect from someone who they

wish to deal with (Jayaraman, Shankar, and Hor, 2010). So the bank should improve the

empathy skill since personal contact is very important when dealing with the customers.

47
 Last is hypothesis 4 (H4), the results is not significant due to the value that scored 0.992

more than 0.05. Reliability is about the accuracy and timeliness in the service provided. In this

research, the results of reliability are not significant due to the growth of the phone banking and

internet banking. Customer nowadays do not concern about reliability level in customer service

since they have other alternatives. It can be seen many of the customers have higher demand

in the machine reliability rather than human reliability when dealing with the bank.

5.3 Revised research framework

The result for the theoretical framework for this research was changed since the findings

of the research has completely analyzed. From the result, it can be seen that responsiveness

and assurance were significant with the dependent variable. While tangibles, empathy and

reliability show the result were not significant with dependent variable.

Independent variable Dependent variable

RESPONSIVENESS

CUSTOMER
SATISFACTION
ASSURANCE

Figure 5.1: Revised research framework

48
5.4 Conclusions

This study purpose was to examine and analyze whether service quality attributes is

provided in the Menara Maybank Branch and how it has impacted on customers satisfaction.

The research also established that there is a clear significant relationship with customer

satisfaction. Based on the findings from chapter four, the result showed that two from the five

independent variables have a relationship with customer satisfaction in the Menara Maybank

Branch. This study has revealed that there have two variables that are significant which is

responsiveness and assurance that score 0.00 low than 0.05. It is means that these two

variables have the relationship with the dependent variable for this study.

As a conclusion, the outcome of the research indicates that responsiveness is the most

important factor followed by assurance that has influence the customer satisfaction in Menara

Maybank Branch and the least important factor is reliability, tangibles & empathy. These

findings are important to enable the Menara Maybank Branch managers to have a better

understanding of customers perception of service quality of banking and consequently of how

to improve their satisfaction with respect to aspects of service quality. Owing to the increasing

competition in banking, customer service is an important part and there should be rethinking

how to improve customer satisfaction with respect to service quality.

49
5.5 Recommendations

In this section, the recommendations will be given to improve the future research. In the

previous chapter, it have been disclosed that there are two variables is significant and three

others are not significant. The three variables that are not significant must be recommend so

that the research can be improve by having more significant variables towards this kind of

research.

Besides that, to get more significant value for the future research, the researchers must

investigate other region or other countries in order to obtain new outlook view and analysis. Like

this research Menara Maybank Branch have been taken as the place to study, so in the future

the researcher can look to a new place or countries in order to know the level of the customer

satisfaction in the area of study. If the researcher wants to replicate the investigation, the

researcher has to choose other than local bank. Means that, the researcher must choose

international bank likes standard chartered bank, HSBC, or Citibank Berhad. Apart from that,

the researcher also can conduct this study in other service sector area for an example, hair or

spa salon.

In addition, for the variables used in this research, the researcher must change some of

the variables used in this research. This is because of the relationship between some of the IV

with the DV are only 56.8% of the DV can be explained by the IV which means that there is

another variable that are more influencing and can be explained the DV better by 44.2%.

50
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 Appendices

UNIVERSITI TEKNOLOGI MARA (UiTM) KEDAH

Dear respondents,

I am a BBA (Hons) in Operations Management student from UiTM Kedah and currently

conducting a study to identify the relationship between service quality attributes and customer

satisfaction in Menara Maybank at Jalan Tun Perak, Kuala Lumpur. This study is to fulfill the

requirement of the subject OPM672: Industrial Training Project Paper.

All responses will be kept private and confidential. The result and data collected will be

used for academic purpose only.

Your individual opinion is highly valued. Thank you for your participation and

cooperation. Have a nice day.

Thank you.

Sincerely,

Muhammad Uzair bin Mohamed (2013191103)

55
This questionnaire is to identify the relationship between service quality attributes and
customer satisfaction in Menara Maybank at Jalan Tun Perak, Kuala Lumpur.

INSTRUCTIONS: Please put a check () on the slot that corresponds to what you are
actually doing, thinking, and feeling of the statement. There are no right
and wrong answers to this questionnaire. Rest assured that your answers
will be used only for this study

Section A: Respondents Information

1. Gender.

Male ( ) Female ( )

2. Age.

- Under 20 ( )
- 21 30 years ( )
- 31 40 years ( )
- 41 50 years ( )
- Above 50 years ( )

3. Educational level.

- Diploma ( )
- Undergraduate ( )
- Postgraduate ( )

4. Frequency of using the bank.

- Daily ( )
- Weekly ( )
- Monthly ( )

56
Section B:

Answer using scale below:

Strongly Disagree Strongly Agree

1 2 3 4 5

Tangibles 1 2 3 4 5
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 Materials associated with the service (such as
pamphlets) are visually appealing at the bank.

Responsiveness 1 2 3 4 5
1 The behavior of employees in the bank instills
confidence in you.
2 You feel safe in your transactions with the bank.

3 Employees in the bank are consistently courteous

with you.
4 Employees in the bank have the knowledge to
answer your questions.
5 The bank gives you individual attention.

Empathy 1 2 3 4 5
1 The bank has operating hours convenient to all its
customers.
2 The bank has employees who give you personal
attention.
3 The bank has your best interests at heart.

4 The employees of the bank understand your

specific needs.

57
 Reliability 1 2 3 4 5
1 When the bank promises to do something by a
certain time, it does so.
2 When you have a problem, the bank shows a
sincere interest in solving it.
3 The bank performs the service right the first time.

4 The bank provides its service at the time it

promises to do so.
5 The bank insists on error free records.

Assurance 1 2 3 4 5
1 Employees in the bank tell you exactly when the
services will be performed.
2 Employees in the bank give you prompt service.

3 Employees in the bank are always willing to help

you.
4 Employees in the bank are never too busy to
respond to your request.

Section C:

Customer Satisfaction 1 2 3 4 5
1 Overall, I am satisfied with the bank services.

2 I say positive things about the bank to other

people.
3 I intend to continue being a customer of the bank
for a long time to come.
4 I will encourage friends and relatives to use the
service offered by the bank.

58