Research Proposal



Poster Presentation

Research Problem

The present business ecology has become very challenging and competitive. As a result of various challenges and globalization’s demand, organizations are compelled to remake the systems and products to enhance the service quality and maintain competitiveness. Every organization aims at improving customer service in order to survive in the business.

Research Questions/Objectives

The objective of conducting this research is finding answers for these questions: (a) does the service quality possess whichever effect on customer satisfaction? and (b) how can organizations improve service quality?

Significance of the Study

The study recognises and deliberates the effect of service quality on customer contentment and factors causing effects the two constructs. Thus, the study makes contributions to service firms targeting to develop the quality standards to satisfy their entire customers. Additionally, the study’s findings can be generalized to a particular extent within the banking segment.

Literature Review/Research Model

Literature review is used in this research for finding information related to the topic. It is a secondary source of collecting information that helps in identifying, interpreting, evaluating and selecting relevant data from credible sources such as books, authorized websites and peer-reviewed journals. It involves various steps like identifying keywords associated to research area and identification of terminologies and synonyms.

Qualitative research technique is employed in this study. The choice of primary studies is performed by carrying out interviews within a bank as a specialized service industry. The study results are evaluated by techniques of qualitative data investigation to create analyses and make conclusions.

Summary of Findings

Quality of service possesses considerable contribution towards client contentment. Additionally, there are other factors contributing to customer satisfaction which include service delivery, price, company brand/image, and client experience among others.


Managers should continuously improve and monitor the entire passages through which service/product pass frequently. Second, employees’ performance should be measured on quarterly or monthly basis. Third, companies should conduct appropriate market research to familiarize themselves on current competition.

Conclusion & Implications

Findings unearth that quality of service causes effect to the satisfaction of customer up to particular extents since both notions are distinctive and the connection existing within them is casual. The quality of service also has considerable contribution towards customer content as it is affected by different factors such as performance, value, human interaction, price and physical interaction among others. It has been discovered that through consistent monitoring and suitable planning, firms are capable of developing successive strategies for improving quality levels and retaining their future and existing customers.

Final Project


The quality of client service establishes the extent of customer contentment. The customer contentment does not only mean satisfying the clients but, also retaining customers lest the service fails. This research aims to investigate customer contentment towards the service quality. The study has applied the SERVQUAL model in investigating the various dimensions of service quality. Qualitative study has been used in this study. Literature review and interviews have been used in obtaining data for the research topic. This research’s focus was identification of the ways via which companies can advance their services’ quality and scope to which customers’ satisfaction level affects quality. It was evaluated that the service’s quality and customer contentment are both essential factors for success within the business planet. Other factors such as physical environment, company brand/image, available equipment, human interaction and performance are also demanded greatly by customers in order to get contented.

The study offers solution to service organizations targeting to improve the quality yardsticks to satisfy their future and existing customers. Since the research is conducted in two diverse banks within different countries, the findings can be generalized to particular magnitudes specifically within the banking segment.


The present environment of business has become more challenging and competitive than the previous moments (Ramachadran 2012). The fiscal services sector has undergone radical changes in the past ten years. This has given rise to a market environment that is characterised by augmented deregulation, slight growth within primary demand, and intense rivalry. Within the recent market place, the frequent inherited and dedicated relationships occurrence between a client and his/her bank is happening to be ever scarcer. Attempts of several strategies of retaining customers have been made. For the purpose of increasing customers’ loyalty, multiple banks have initiated innovative services and products (Perera & Aruppala 2013). However, similar charges follow such innovations. As such, there has been an argument that an extra practical approach for the banks is to concentrate on fewer simple-to-copy and less tangible determinants of client loyalty like client evaluative judgements such as satisfaction and service quality.

Frighteningly, however, whilst various multiple studies prevails that have concentrated on satisfaction and service quality issues, study on the correlation between loyalty, service quality and satisfaction within retail banking has ever been narrow. So far, within the current environment of augmented rivalry with quick market entrance of novice formats and concepts, the augmenting loyalty’s challenge also offers a challenge of a deeper comprehension of the complicated correlation between abovementioned types of loyalty and client evaluative judgment and loyalty. Additionally, some evidence exists that image sometimes determines loyalty. It has again remained ambiguous if a direct correlation between loyalty and image or whether that connection is judged by, for example, supposed service quality and satisfaction (Khan & Mahapatra 2009).

With multidimensional difficulties and globalization’s demand, the corporations are compelled to redesign their systems and products for the purposes of improving their service quality and remaining competitive (Ravichadran, Mani, Kumar, & Prabhakaran 2010). Customer service is regarded as the crucial portion of whichever industry aspect and it identifies any organization’s future. The quick technological development grounded systems associated to the internet are contributing to essential ways in how varied organizations interrelate. This is similar to how organizations relates with customers. Within various services industries for example, banks, the correlation between service and client satisfaction have been complex to recognize because of the intangibility nature of services (Arbore & Busacca 2009).

As a result of the intangibility nature of the services, it is hard for the firms to make analysis of how the clients evaluate and perceive the aspired service quality’s result (Khan & Mahapatra 2009). As clients measure their satisfaction level through testing the service quality, contentment with services is correlated to disconfirmation or confirmation of prospects (Perera & Aruppala 2009). SERVQUAL, which is the most known theory, reveals that satisfaction embodies customer reaction to the perceived differences between service/product efficient performance and pre-consumption prospects. Specifically, satisfaction originates from the positive affirmation of anticipations of a particular service/product; it is as high as the distance anticipation-performance (Arbore & Busacca 2009). Satisfaction is believed to be a valuation output which is influenced and influences the perception of quality.

The today’s highest priority issue entails understanding the consequence of service quality on revenue together with other organization’s financial results. Today’s organizations focus more on customers and are propelled by the demands of customers. However, satisfying and retaining customer loyalty has nowadays become a high hurdle to jump over. Research proposes that both customer satisfaction and service quality are two divergent but correlated constructs. It is specifically true for the services organizations where augmented customer satisfaction echelon yields maximization of proceeds. Thus, professionals assert that satisfaction of customer ought to be the essential principle of the entire service firms since it is the major pointer of the performance of a firm. As pointed out by (Ravichadran, Mani, Kumar, & Prabhakaran 2010), customer satisfaction and loyalty is confirmed to be the key determinants for continuing survival and the company’s financial performance.

Customers are also regarded as the ultimate judges of judging the quality echelon of services and products offered. Thus, it can be asserted that quality standards improvements bring positive results for an organization. As such, when banks understand well the fact that constant improvements in service offerings and quality affects the customers’ satisfaction levels, they can allocate resources better to achieve quality standards. In the long run, quality standards would be capable of meeting the expectations of clients. This principal focus of this research is on those processes and improvements to manage the quality services process delivered to the last consumers. It also investigates the correlation between customer satisfaction and service quality. To obtain these answers, we conducted research in a service industry (bank) to collect information from real life.

The customer satisfaction concept has drawn the academics and practitioners’ attention from the previous many years. This is grounded on the actuality that clients are the main source of revenue for the majority of the organizations in operation. Customer satisfaction is described in words of an emotional condition that normally happens in reaction of assessing a specific service whereas; quality is described broadly as excellence or superiority.

Research Questions

a. Does the service quality possess whichever effect on customer satisfaction?

b. How can organizations improve service quality?

This study focuses principally upon the service industry that is wide term thus, banking sector is chosen among other service organizations.

Significance of the Study

The importance of this study is to explore the connection between customer satisfaction and service quality as well as the ways in which service organizations can enhance and manage the procedure of providing excellent standards to their clients. As such, banks can use the information of this study to deliver exceptional services to their customers. As a result, such banks would end up retaining customers and having more customers using their services thus increasing profits. Importantly, even other organizations apart from banks can also implement the described information in improving the procedure of delivering services. For those purposes, the research screens the impact of service quality on client satisfaction through deliberating the correlation. The study as well discusses and highlights the factors that might possess effects on the two constructs. Further, a number of improvement methods are investigated through which services’ quality might be enhanced within the organization. As such, banks are capable of choosing from this research the most practical and favourable techniques of improving its services.

Literature Review

According to (Munusamy, Chelliah, & Mun 2010), in general, customer satisfaction is comprehended as a procedure of assessing a service or product following consumption to determine whether expectations of customers have been exceeded or met. In this sense, customer satisfaction is the customer response to the fulfilment’s state and client judgement of the satisfied state. This means that the moment expectations of customers are exceeded, they become highly contented. On the other hand, the moment expectations of customers are unmet then, they become discontented by the service/product being provided. To this far, a methodical comprehension of service quality together with its function as precursor of client satisfaction within banking sector remains intangible. For example, some researchers argue that quality and satisfaction are similar constructs within the framework of Spain’s traditional banking services (Ganguli, & Roy 2011). Customers appear not to recognize the minor discrepancies between the theoretical definitions of both theories as provided by marketing sophists.

In this perspective, authors have made conclusions that discussions concerning whether satisfaction comes before quality or vice versa appears to be pointless. On the other side, some researchers have discovered e-service quality to be forecaster of the entire client satisfaction with the performance of banking (Ganguli, & Roy 2011). The results of the computerized banking service quality magnitudes’ study unearthed the positive outcomes of e-service quality upon customer satisfaction. They also revealed that client satisfaction led to enhanced financial banks’ performance. Though the interaction’s specific nature between customer satisfaction and service quality is extremely elusive within the banking sector, multiple studies show a surfacing consensus that service quality is the chief determinant of client satisfaction (McDonald & Rundle-Thiele 2008). Kumar, Kee, & Manshor, (2009),investigated the CRM within the industry having a particular emphasis upon correlations between corporate customers and insurance companies within America.

A 1400 policyholders’ sample was gathered by autonomous America’s insurance agents. The study revealed that 52% of the customers had a bigger interest of possessing an enduring correlation with their agents. On the contrary, 26% desired their insurance issues to be tackled without the assistance of agents. The research made a conclusion that the experience of the insurance manager plays a key function within making the client comprehend the service on offer. The study on perception of customer on service quality within retail banking within Middle East was carried out (Al-Hawari & Ward 2006). The outcome showed that the highest perceptions of clients are established within the touchable areas like, the banks’ infrastructural facilities. The empathy areas such as proceeds from deposit and the banks’ timing follow.

The lowest perceptions on the other hand, are within the areas of competence such as the putting service charges while reliability like guidance of customers follows it. Thus, for ensuring success, retail banks must offer service that exceeds or meets the customers’ expectations. A study on Malaysian banks revealed that the intangibles’ service magnitude possessed a higher likelihood to enhance customer contentment. Additionally, the performance’s service attributes possessed positive correlation with client satisfaction within the banks of Malaysia. As asserted by (Ganguli & Roy 2011), the major driver of the entire customer satisfaction is the echelon of contentment that the client feels with the service/product on offer. Authors suggests that for the purpose of improving customer satisfaction with service delivery and products being provided, particular quality elements for delivering and designing financial services must be ensured.

Several banks regard technology as being the channel for improvement of service quality, whereas others take it as an affordable novice tool of service delivery. Customer contentment is the attitude or feeling of a client towards a service or a product following its consumption (Vrontis & Thrassou, 2013). Study on client satisfaction is frequently connected to service quality’s measurement. Satisfaction is an attitude or the sensation of clients towards services after their use. On the other hand, the definition of service quality is the clients’ entire sense of the relative superiority and inferiority of the firm and its services. Within all service industries, clients obtain contentment from service quality (Munusamy, Chelliah, & Mun 2010). The customer satisfactions levels are grounded mainly on the manner clients recognize service performance in relation to their prospects. If perceptions of customers meet prospects, hence it is contenting; else the client would not be contented.

Studies also unearth that various customers possess diverse perceptions and expectations since they have dissimilar preferences, needs and taste. Customer satisfaction is the major marketing activity’s outcome, whereby, it functions as a connection between the different stages of behaviours of clients (Munusamy, Chelliah, & Mun 2010). Customer contentment is broadly acknowledged as the major manipulator within the build up of future intentions and actions of a customer. According to (Vrontis & Thrassou, 2013), there is relationship of satisfaction with bank’s loyalty and supposed service quality. Past researches have proved that a big positive association between loyalty and general client contentment with affirmative word-of-mouth exists. The moment clients from a combined culture become satisfied; they praise the service quality and provide word-of-mouth that is positive. Furthermore, combined clients put across added trustworthiness towards service providers in comparison to individualistic clients. As such, combined clients consider the association as one of the most crucial aspects to bear in mind concerning their provider of the service.

From the behavioural intention’s perspective, a satisfaction of a customer strongly links their loyalty, changing intents and external reaction. The clients from combined cultures are highly propelled by those aspects in terms of assessing the services’ quality from fiscal service providers (Al-Hawari & Ward 2006). Thus, it can be hypothesized that, customers’ collectivism moderates the power of their contentment towards their banks upon their cross-purchasing intents within the services of banking. According to various studies, Taiwan and Korea are regarded as the most communalist nations. In spite of the Taiwan and Korean similarities, some differences could also be there in cross-buying intentions of customers within the banking services (Kumar, Kee, & Manshor 2009). Chinese and Korean customers put across unlike price perception levels within their buying habits within their wide-ranging shopping manners. The reason for Taiwan and Korea being collectivist nations is embedded within the Confucian’s value historical influence, which is up -to -date implanted in the contemporary cultures of those countries.

Perera & Aruppala (2009) asserts that SERVQUAL model is the most suitable tool for measuring the customers’ satisfaction levels on service quality. The instrument was designed for measuring the level of quality within the service segment within the facet of empathy, responsiveness, tangibility, assurance and reliability. There is a belief that those factors impels hotel visitor to revisit it in the time to come. Tangibility has a meaning of the physical appearance’s level of the service or product. Nevertheless, within a hotel, intangible products like environment and ambience plays a crucial role to be evaluated and measured. Intangible and tangible products are different in characteristics. However, it is possible to differentiate them by their impacts on client contentment and for an enhanced effect is to mix both for advancing customer contentment (Perera & Aruppala 2009). Further, dependability is the capability of an employee to execute his duties as pledged.

The other definition of dependability is competence which means the employees of front office must be confident and knowledgeable during dealing with customers’ request and questions. In the meantime, responsiveness is connected to employees’ willingness to help visitors and offer timely service. Normally, customers make comparisons of their prospect towards the service offered with the outcomes of the performance and they always anticipate high quality services within the front office areas. Within an economy of dynamic markets and inventive technologies, every variable of service quality has become essential (McDonald & Rundle-Thiele 2008). Within the upcoming competitive milieu and IT age, having little or zero distinction within the service/product offering, quick service is likened with the quality service. The reputation and quality of banks is mostly affected by time. The popularity of e-banks is associated to its capability of offering quick services. Thus, it is of essence to all banks to ensure implementing the suitable systems to cut down further the service time and offer immediate services to the clients. It is only banks that are capable of satisfying expectations of customers that would live on within the case of high rivalry for market shares in the future (Al-Hawari & Ward 2006).


Various research approaches used in this research are discussed. Explanations of the sources that were utilised in collecting data and the procedures applied in analysing the data are provided.

(i) Research approach

For the purpose of achieving this study’s aim, the study employed qualitative method. Qualitative approach collects, interprets and analyzes data through studying behaviour of people, that is, the way they respond and act. It is regarded as an inductive approach within which case study methods and interviews are utilised in collecting and analysing data. The qualitative research method was utilised to create industry and theoretical perspectives. Utilising this approach, emerging and open ended data was gathered with primary intention to build up themes from data. The qualitative methods used in this paper were interviews and literature review. The high-tech data was gathered through the review of literature while the interviews gathered state-of-practice data. The interviews’ major purposes were to comprehend the industry’s perception about convalescing service quality via customers’ contentment. Lastly, the analysis of content was grounded on the interviews and literature reviews.

(ii) Data Collection

There are diverse methods and sources of gathering data. The two major sources that are commonly utilised are secondary and primary. For this study, interview method was employed as the source of gathering primary data while literature review was used in collecting secondary data. Secondary data involved information from books, authorized websites and academic journals. Primary source. In order to correlate and authenticate the outcomes from literature review, there was a further studying of the topic in industry via interviews. Telephonic interviews were performed with experts from the industry. Six interviews were carried out. 4 were conducted in the Australian bank and two were done in US known bank. The Australia’s interviews were carried out through phone whereas; the American officials were contacted via Skype calls. Subjective data was collected through semi-structured interviews.

Two-way focused discussion was attained via this method to gather information aside from the queries. We followed the interview protocol in conducting the interview (Dolnik 2013). The interview queries were cautiously designed following a study of the literature at hand on customer contentment and service quality and with the aid of hypothesis utilised within this research. The research supervisor of this research checked the peer-reviewed questionnaire to ensure quality and relevance of queries. The questionnaire was primarily written in English lingo since English is broadly comprehended in both Australia and America. However, being aware that the native language of the officials in both countries is not English, some of the research and questions/academic terms were explained further to the interviewees in order to create their comprehension.

During interviews within the US, the general conversation was grounded in English language, while in Australia; interviews were carried out by using both average English and Chinese where it was deemed suitable. The total questions were thirteen. Both closed ended and open ended questions were employed within the questionnaire. The total estimated time for every interview was approximated from 1 hour to a maximum of 11/2 hours. The interview questionnaire began with common information about gender, experience, respondent’s age and qualification. Few queries were subdivided further into segments to simplify it to the respondents for the purpose of obtaining additional information. The questionnaire was designed by isolating it into 3 categories. Within the first class, the first query was isolated into four questions.

The queries allied to the connection between customer satisfaction and service quality and the elements affecting the two constructs were enquired. Within the 2nd category, queries connected with steps of improvement were asked. The queries within this class were developed at 3 echelons. Question 2 (isolated into 7 segments) was about workforce management. Questions 3, 4, 5, 7, 8 were about the strategies of service improvement. Questions 9, 10, 11 were about closing the gaps (between customer & firm’s perception of quality). Final two queries (12 and 13) were open ended to obtain the interviewees’ free view regarding future outlooks and other matters connected to the same place were enquired. Secondary sources. Literature review is the secondary study of gathered primary studies which targets at improving the understanding and establishing validity and reliability of the claims and proportions (Kitchenham, et al 2009). It assists to interpret, evaluate, select and identify the literature connected to the area of research.

We followed two steps in identification of the studies. First, we identified the keywords associated to the area of research and second we identified terminologies and synonyms. We also scanned the gathered studies for additional references. Searching studies also utilised electronic databases such as Springer, IEEE Xplore and ACM Digital Library. Those databases comprise of all the published researched work within whichever area that a student wants to study.

Data Analysis

Interview questions

Differences & Similarities

nalysis & ConclusionResearch ProposalA

Research Proposal 1

In order to generate valuable outcomes, data was extorted. Qualitative Data Analysis (QDA) was utilised in the processing of data. QDA is an assortment of processes and procedures applied upon data which is gathered into some kind of explanation, interpretation and understanding of people (Bazeley & Jackson 2013). The QDA’s structure can be defined in 3 pillars for example, thinking, collecting and noticing (Bazeley & Jackson 2013). As such, a valuable model can be built up to explicate the QDA’s essential process. The replica is also known as symphony of thinking, collecting and noticing.


Thinking Noticing

Within the first step, the collection of information was done from the interviewees through asking them various questions connected to customer satisfaction and service quality.

During the interview, respondents were enquired to share a few actual time observations, examples together with their individual experiences (in the study’s framework) to collect maximum data within the pertinent fields. The aim was to build up a better comprehension concerning the banks’ interior background, the manner banks (as institutions of service) offer service to the clients through sustaining the quality echelons simultaneously. Within the second step a number of differences and similarities were seen between both banks. It was observed that the two banks functioning in two dissimilar countries possess discrepancies in believes, language, and culture but have a common goal of struggle towards achieving a similar goal. Their common goal is providing service quality to the customers. After noticing and collecting, the 3rd step was “thinking” the manner gathered information could be connected to the pertinent hypothesis utilised within the study for the purposes of creating analysis and drawing conclusion.

After methodical reading and pawing of data, the analysis was conducted on qualitative data analysis (QDA) methods for example, content/thematic connectors and analysis. There are two kinds of content analysis, the conceptual and relational analysis. We used conceptual analysis to examine the literature and the interviews conducted within the banking sector. Relational analysis was utilised in developing connection between literature and interviews’ findings to generate evaluation and conclusion for the research queries. Qualitative researchers should consider reliability and validity during conducting research for the purpose of judging the study’s quality, devising the study as well as evaluating outcomes. In general, approaches of research are connected to a variety of research philosophies. Thus, this research carefully analyzed the research approaches and purpose in order to ensure the study’s validity.

The data was gathered by performing interviews within two banks of Australia and America. The reason for choosing two dissimilar banks within two diverse regions was to collect more superior information regarding the service industry’s operations. To maintain the research’s validity, the development of interview queries was grounded upon the prevailing literature and hypothesis within relevance to the study’s topic. While building up the questions, it was aimed at focusing on the relevant theories, research agenda, research questions and the study’s major purpose. The questions and interview guides were cautiously tested out before the interviewees. The research thrives on customer satisfaction and service quality and it principally aims the service targeting to enhance service standards to gratify the clients. This study’s results can be instituted within a banking segment or some other institute of hospitality (insurance companies, restaurants, and banks among others). However, the outcomes cannot be generalized as a result of the research’s limited area because it is performed merely within two banks. This study’s reliability is regarded as high because the entire information is collected mostly from relevant theories and interviews.

Results and Discussions

The research’s pragmatic findings demonstrate that quality of service affects the customer contentment and the two factors are connected to one another up to a certain degree. All the interviewees concurred on that except the 4th interviewee. The interviewee believed that quality of service never affects customer satisfaction but, satisfaction is affected by what a customer experiences. According to Ravichadran, Mani, Kumar, & Prabhakaran (2010), the whole experience with the service quality that causes customer discontentment and contentment, is client’s decision following an experience whilst quality is not. The interviewee also feels that customer contentment is not a common quantification of quality. According to him, a definition problem exists and there is no existence of relationship between repeat business and customer satisfaction. As a result, repeat business and customer satisfaction are propelled by image element.

Within academics, the two constructs are acknowledged as independent and distinct, but on the other side, they are closely connected to one another. The findings as well support this dispute that the two constructs are distinctive but also, a casual correlation between them exists since the two elements affect one another up to a particular echelon. The findings on customers’ expectations and perceptions effect on the service quality reveal that negative or positive word of mouth, service performance and customers’ desires and needs affect the expectations and perceptions’ level. The interviewees disclosed that negative or positive word of mouth possesses the largest effect within the recommendation means’ on client perceptions concerning the services. The results also confirm that good rumour or positive word -of-mouth contributes to increased business to the company. Though, the majority of respondents deem that negative word-of-mouth possesses more powerful influence upon client prospects and it develops quickly.

Customers consider more of their colleagues’ hearsay about the service, and their perceptions and expectations alter consequently regardless of what banks encourage. The results assert that customer desires and needs propel him to purchase the services and it is actually valuable fulfilling them. It is an advantage if the firm provides customized answers to the desires of a customer. Also, client desire/need can be seen as anticipations which can bring the client out or in. The second interviewee cited that if service provider does not meet customer desires or expectations or violates the promises made, the customer becomes dissatisfied and he might stop the association. The moment service providers make promises or commitments through various ways; it augments customer expectation concerning the services. As such, managers ought to lessen satisfaction anticipations to offer services which are beyond expectation for the purpose of increasing contentment.

Interviewees elucidated various ways to improve service performance such as weekly or monthly customer reviews and surveys. Also, the manner service staff greets, deals, or looks at customers and the manner they explain things affects the service’s performance. The interviewees also explained about unfavourable or favourable customer reaction that contributes to loyalty intents or changing by being unsatisfied or satisfied with the offered services. As such, the majority of interviewees reacted that if customer is satisfied and happy he would go on with the affiliation and it would cause long term commitment and loyalty. Results indicate that augment in customer devotion raises the business volume and produces extra profits for the organization. During service encounters as a matter of fact, the service quality’s performance’s affects the customer readiness to purchase more.

Those facts are supported by the findings. As such, the interviewees pointed out that, the manner of services delivery and performance affect perceptions of customers to resolve whether to stop or continue with the relationship. The third interviewee asserted that service performance affect over 80-90% businesses, as being service providers requires delivering the best services in a single chance. Furthermore, there is an assumption that persistent improvements within service performance cause effects to the customer perceptions and anticipations within a positive manner. Interviewees explicated various ways of improving service performance such as weekly or monthly customer reviews, and surveys among others. Also the manner staffs greet, look or deals with customers and their manner of explaining things possesses some large input. Therefore, it can be seen clearly from the above results that service performance and word of mouth are most essential elements which can direct the client towards unfavourable or favourable decision.

If service provider is favourable, customer tend to purchase more from that service provider which ends up in recurrent purchases. Finally, the relationship becomes long term making him to become a devoted client. On the contrary, if service provider response is not favourable, this dissatisfies the customers making him to probably stop the relationship and switch to other providers of the service. There are other factors that possess direct effect on customer discontentment. Findings illustrates other aspects that affect satisfaction and service quality as customer experience, company image/brand, bank’s external and internal environment like branch attitude, price, available equipment, and service provider’s behaviour among others. The first interviewee asserted that everything possesses some big contribution like the departments that are involved in manufacturing the raw material product. If they follow some particular quantity of monitoring system and service quality measures, they are capable of achieving certain echelon of quality.

Conclusions, Implications and Recommendations

Presently, winning strategies are capabilities of delivering excellent services. Quality service is vital in obtaining competitive advantage within the market place. It also helps in maintaining confidence of customers. Different strategies are developed by companies with the aim of meeting the quality anticipations of its clients. For the purpose of meeting the customers’ expected quality and ensuring smooth delivery of services, companies consistently involve themselves in developing the standards of quality. Profit strategy is constantly connected to excellent services since it gives rise to additional business with new and existing customers. This research’s focus was identification of the ways via which companies can advance their services’ quality and the scope to which customers’ satisfaction level affects quality. It was evaluated that the service’s quality and customer contentment are both essential factors for success within the business planet.

Other factors such as physical environment, company brand/image, available equipment, human interaction and performance are also demanded greatly by customers in order to get contented. Results indicated that quality of service causes effect to the client contentment, but up to certain magnitude since both ideas are distinctive and there is a casual relationship between them. Results also demonstrate that word-of-mouth and needs causes effect to the customer perception and expectation level concerning the service’s quality which contributes to general customer dissatisfaction/satisfaction. The study describes dissimilar ways of developing service improvement within organizations. The relationship between customer satisfaction and service quality has been explained through developing the SQCS (Service Quality and Customer) model. The study offers solution for service organizations targeting to improve the quality yardsticks to satisfy their future and existing customers.

Since the research is conducted in two diverse banks within different countries, the findings can be generalized to particular magnitudes specifically within the banking segment. Managers ought to continuously monitor and enhance all conduits via which service/product pass frequently. Employees’ performance should be measured on quarterly or monthly basis. Quality measurements and checks on monthly basis would aid in raising the standards of quality. Suitable market analysis and research should be implemented by companies for the purposes of knowing the movement of competitors and the present customers’ expectations.

Limitations and Future Research

This research has been conducted on banks from only two nations, Australia and the US. The majority of economies of the world, both basic consumers and corporate rely on banks in making monetary transactions. Thus, research requires being conducted in the milieu of research in banking segment of dissimilar countries. The results can be assembled to engineer enhanced suggestions and techniques to serve clients by enhancing general standards of quality. This would be a significant contribution for the banking segment and its customers. Further study can be carried out with same concepts in various service industry areas (telecommunications industry or insurance companies) to generalize the results better. Since customer contentment is not an ordinary quantification of quality, another proposal for future research is to utilise the image’s impact in connection to customer contentment.


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