A study on the factors that leading towards customer satisfaction; a case studies of Bank Rakyat (Taiping Branch) / Kamarul Anaz Kassim

Kassim, Kamarul Anaz (2013) A study on the factors that leading towards customer satisfaction; a case studies of Bank Rakyat (Taiping Branch) / Kamarul Anaz Kassim. [Student Project] (Unpublished)

Abstract

This study is conducted to identify the factors leading to customer satisfaction of Bank Rakyat (Taiping Branch). The data based on the research model that has been developed. The independent variables are trust, servicescape and waiting time while the dependent variable is customer satisfaction. Based on this research, the organization can identify what are the strongest factors that influence customer satisfaction.
The survey is conducted at Bank Rakyat (Taiping Branch). 378 questionnaires were distributed but only 120 were returned. The data obtained by using primary and secondary data. The questionnaires contain elements which are potentially having relationship with customer satisfaction.
The findings and data analysis were made based on the research objective and for this research the researcher uses Statistical Package for Social Science (SPSS) version 18.0 to analyze data. The results would also help the researcher to make recommendations to Bank Rakyat (Taiping Branch) in order to improve their customer satisfaction and help their future
planning.

This research is to study the significant variables that will impact the customer satisfaction towards Bank Rakyat (Taiping Branch). This research will examine the relationship between Trust, Servicescape and Waiting Time towards Customer Satisfaction. This may help Bank Rakyat (Taiping Branch) to improve the daily transaction of operation and understanding the customer characteristic, expectations and preferences towards the means of achieving satisfaction. As a result, long term relationship and loyalty can be established as well as maximizing the profits of Bank Rakyat (Taiping Branch).

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Kassim, Kamarul Anaz
2007119781
Contributors:
Contribution
Name
Email / ID Num.
Thesis advisor
Umar, Azli
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty > Malaysia
Divisions: Universiti Teknologi MARA, Pulau Pinang > Permatang Pauh Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons ) Marketing
Keywords: Bank Rakyat, Statistical Package for Social Science (SPSS), Customer Satisfaction
Date: January 2013
URI: https://ir.uitm.edu.my/id/eprint/43229
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