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ABSTRACT Customer satisfaction is the key to the profitability of retail banking in the Pakistan and it implies the retention

of customers for the long term, which is cheaper than attracting new customers. In the current scenario of retail banking in the Pakistan particularly with banks becoming larger, the closure of branches and the advent of internet banking, the question arises whether the customers are satisfied or otherwise, and what are the elements of retail banking which lead to the satisfaction or dissatisfaction of customers. This paper presents an original retail banking customer survey of 150 samples in the private banking sector of Karachi conducted in the month of ---- 2008. The research and statistical tools employed in this study are frequency analysis, which illustrates satisfaction levels of respondents with retail banking. The questionnaire is based on Likert-item Scale. Descriptive statistics (mean and standard deviation) are also examined to further support frequency analysis of customer satisfaction and for data representation tables and graphs have been used. Several other factors are also taken to analyze the survey.

Table of Contents Acknowledgment.....................................................................................................i Abstractii CHAPTER-1.1 INTRODUCTION.1 1.1 Background..1 1.2 Statement of the problem.3 1.3 Scope of the study...4 1.4 Research objectives..5 1.5 Key research questions/ Hypothesis.6 CHAPTER-213 LITERATURE REVIEW .13 2.1 International Scenerio.13 2.2 National Scenario...15 2.3 Regional/place of study/ Scenario18 CHAPTER-3.24 METHODOLOGY.24 3.1 Sampling. 3.1.1 Population.24 3.1.2 Sample.25 3.2 Data Collection Instrument...26 3.2.1 Primary Data Collection.26 3.2.4.2 Closed Poll Questions.32 CHAPTER-438 DATA ANALYSIS, RESULTS/FINDINGS AND DICCUSSIONS38 4.1 Analysis of Sample Characteristics..39 4.2 Analysis of Demographics of Respondents..40 4.3 Different Tests.41 4.4 Results..43 CHAPTER-549 CONCLUSIONS50 CHAPTER-651 RECOMMENDTIONS..52 CHAPTER-751 References ..52

INSTRUCTIONS FOR RESEARCH SCHOLARS Thesis should be distinctive original unpublished work. Title page: The title page should contain the following information: (i) latest approved format of thesis (ii) complete name of author and supervisor and institutional affiliation. Abstract: Abstract should be related to the hypothesis and information being presented, as well as conclusions and results of general interest. General Format and Style: thesis should be typewritten, on one side of the page only, double spaced in triplicate on hard copy and a separate file on soft copy with CD in word and PDF format. All pages should be numbered consequently. The length of the paper should be less than 150 for BBA and MBA, for M.Phil 150-250 and for Pd.D 250-450 pages. The text as well as footnotes should be written in Times New Roman fonts of 12 point. Illustrations: Figures, tables, boxes and appendixes should be numbered in Arabic numerals, (e.g., figure-1, figure-2, table-1, table-2, box-1, box-2 and appendix-1, appendix-2, etc). Avoid colorful figures and graphs. Along with soft copy, a copy of figures, tables and other supporting material should be in separate file. Data, software and programming methods: Data included in the article should be separately on soft copy and on hard copy along with econometrics computations, mathematical calculations and estimates with the name of software and version too. Footnote: Footnote should be kept to a minimum and be numbered consecutively numbering of footnotes by Arabic numerals in the bottom of the page References: The Chicago Style of manual for references and citations should be followed. Reference should be in alphabetically order by authors last name and then by year. Abbreviation for journal and institution should be avoided.

References Style in the End of the Chapter/Thesis

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