Customer Satisfaction and Quality Assurance Essay

Chapter 1


Background of the survey

Customer satisfaction, abusinessterm, is a step of how merchandises and services supplied by a company meet or transcend client outlook. Customer satisfaction is defined as “ the figure of clients, or per centum of entire clients, whose reported experience with a house, its merchandises, or its services exceeds specified satisfaction ends. Within organisations, client satisfaction evaluations can hold dominant effects. They focus employees on the importance of fulfilling clients ‘ expectations.In a cutthroat market place where concerns struggle for clients, client satisfaction is seen as an input discriminator and more and more has become a cardinal component of concern scheme.

For many old ages the centre of attending of client satisfaction has been on the docket, in recent clip this has gained quickly. Harmonizing to the DGs ‘ declaration of May 2006, the chief focal point of the common European work and attempts sing client satisfaction should be on the digest of best patterns and the readying of schemes for questionnaires to mensurate client satisfaction.

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Quality confidence, orQAfor short, is the orderly monitoring and appraisal of a assortment of facets of a undertaking, service or installation to do best usage of the chance that minimal criterions of quality are being attained by the production procedure. QA can non perfectly guarantee the production ofqualityproducts. Qualityis determined by the merchandise users, clients or clients, non by society in general. It is non the equivalent to expensive or high quality. Low priced merchandises can be considered as holding high quality if the merchandise users verify them as such.

Since the beginning of the Bank in 1957, NBB has actively pursued a dedicated Corporate Social Responsibility programmed. The programme was conceptualized to back up community development in the Kingdom and supply a better quality of life to all its occupants. The Bank has continually endeavored to turn its concern in a socially responsible manner while turn toing the concern involvements of our stakeholders.

NBB has systematically strived to develop a civilization which underlines the fact that the Bank ‘s success is entirely dependent on the clients and the community in which it operates. Over the old ages, society has demanded that concerns work in a more sustainable mode. At NBB, this has been ingrained into the mind of its employees. At every chance, stairss are taken to guarantee inclusion of the community and aid the less privileged subdivisions to play an equal function in community development.

National Bank of Bahrain has ever been at the front place of community development in the Kingdom of Bahrain. The Bank has repeatedly strived to develop an association which plays a important function in guaranting a doctrine which encompasses community growing as portion of its accountability to the society. The Bank finally owes its success to its clients and the society in which it conducts its concern. There has been an increasing demand from society to guarantee that concerns work in a sustainable mode. NBB non merely portions this sentiment, it passionately ensures that this rule is actively followed.

Statement of the job:

The research aims to analyze the client satisfaction & A ; quality insurance with regard to National Bank of Bahrain. The survey focuses on the demands of the clients, factors that lead to consumer satisfaction, effects of client satisfaction on the organisation. The survey besides focuses on the quality of Insurance provided by the conventional Insurance companies, constituents of good quality insurance that conveying success in the organisation. And will try to reply the undermentioned inquiry:

  1. Is Customer satisfaction the premier motivation of every establishment?
  2. What is the degree of effectivity of client satisfaction to the organisation?
  3. Can client satisfaction helps in build corporate image in the economic system?
  4. What is the function of client satisfaction in an organisation?


There is a great impact of the client satisfaction and quality confidence in any organisation on smoothing the operation of the organisation and to construct a good image of the organisation.

Significance of the survey:

This survey will come in ready to hand to function assorted subdivisions of economic system therefore ; it will be important for the undermentioned groups:

  1. Customers: A The research survey will move as an of import mention point for the clients as they will acquire a spot familiar with the purposes and aims that are set by a peculiar establishment which farther lead to client satisfaction to assist them acquire to cognize about the working of an organisation. Hence, it would supply an penetration for the clients sing the working of an organisation.
  2. Assorted private Players: Along with the clients, the research survey will be an of import beginning of cognition for assorted private participants in the industry. The treatments in the survey may supply penetrations to the participants such that they can recommend execution of the same. Furthermore, since its treatment on client satisfaction that has direct impact on private participants it will be a survey of involvement for such participants.
  3. Other Research workers: The survey will move as a instance survey for other research workers who may be looking to beef up their apprehension in this subject.
  4. Employees: The most of import donees in the line of this undertaking will be employees of any conventional organisation. As they get a knowhow of the sentiments and positions of the clients which would assist them to take their future stairss to be taken in line with the working of the organisation.
  5. MBA pupil: The consequence of the survey will supply information about NBB bank patterns and their services and this will assist the MBA pupil for their thesis if they pick similar topic.
  6. In the field of Business disposal A The consequence of the survey will supply helpful information to discourse in the talk of direction or selling in AMA University.

Scope and restrictions:

The survey will foreground the impact of the client satisfaction and keeping quality confidence and will measure the public presentation of the company on this very footing. The survey besides aims to make consciousness sing the benefits of keeping client satisfaction on the organisation which brings in good turnover to the company. The range of the survey is limited to the survey of the employees of NNB bank of Bahrain

The major restriction of the survey it does non travel beyond the NBB bank the employees taken for informations aggregation are besides from the same company. The survey aims at happening the impact of client satisfaction merely concentrating on the employees of one peculiar bank.

Definition of footings:

For better apprehension of the footings used in the survey, this will be defined conceptually.

  1. Impact: The consequence on certain thing, to cognize about the influence or the affect on certain thing.
  2. Employees: Apersonwho is hired toprovideservicesto acompanyonregularbasis inexchangefor compensation and who does non supply these services as portion of anindependent concern.
  3. Organization: Social unit of people consistently arranged and managed to run into aneedor to prosecute collectivegoalson continuingbasis. All organisations have amanagement structurethat determinesrelationshipsbetweenfunctions andpositions, and subdivides and delegatesroles, duties, andauthorityto carry out definedtasks. Organizations areopen systemsin that they affect and are affected by theenvironmentbeyond their boundaries.
  4. Customer satisfaction: Customer satisfaction, abusinessterm, is a step of how merchandises and services supplied by a company meet or surpass client outlook.
  5. Quality Assurance: Quality confidence, orQAfor short, is the systematic monitoring and rating of the assorted facets of a undertaking, service or installation to maximise the chance that minimal criterions of quality are being attained by the production procedure.
  6. Net income: A The positive addition from an investing or concern operation after deducting for all disbursals. Opposite of loss.
  7. Fiscal services: A Servicess provided by the finance industry. The finance industry encompasses a wide scope of organisations that deal with the direction of money. Among these organisations are Bankss, recognition card companies, insurance Companies, consumer finance companies, stock securities firms, investing financess and some authorities sponsored endeavors.

Chapter 2

Literature Review

1. Metawa, S. and Almossavi, M. ( 1998 ) Banking behavior of Islamic bank clients: Positions and deductions.

Writer, focused their survey on clients of Bahrain Islamic Bank and Faisal Islamic Bank of Bahrain, happening that clients considered their Muslim rules the cardinal of import factor in choosing a bank, followed by wagess extended by the Bankss, influence of household and friends, and convenient location. Metawa and Almossawi reached the decision that socio-demographic factors such as age, income and instruction were indispensable standards in bank choice, a determination that indicates faith as the cardinal ground for clients sponsoring Muslim Bankss. Customer satisfaction is the feeling or attitude of a consumer in the way of a product/ service after it has been used.

He exclaimed that, satisfied consumer will reiterate the purchase of the merchandise and convey positive messages about it to others. By contrast, an unsated consumer is more likely to exchange to an alternate product/ service the following clip he/ she recognizes the similar demand. Not merely this, but besides his/ her dissatisfaction will be reflected in a negative word of oral cavity which might hold a grave damaging consequence on the concern. Therefore, it is important that i¬?rms guarantee client satisfaction for their products/ ser- frailties. This has led to the lifting popularity of mensurating client satisfaction in recent old ages. Banking is one of those industries in which consumer satisfaction has attracted the attending of many research workers of the major grounds is that a i¬?ercer degree of competition is going the infleuncing factor in deter mining the fight of Bankss.

2. Webb, D. ( 2000 ) , “ Understanding Customer Role and its Importance in the Formation of Service Quality Expectations ” , The Service Industries Journal:

Most service organisations today realize that presenting first-class service is important to the success of their concern, and bank industry is no exclusion. Interest in service quality research has been ongoing for over two decennaries, resulted in holding a literature rich of assorted surveies covering with this important issue from different dimensions. He emphasized on demand of betterment of merchandise and service quality has been widely discussed in the literature as a suited competitory scheme for accomplishing sustainable competitory advantage. This requires direction to continuously analyze current procedures against the demands of clients in the market place and so update their operations in line with market demands. Bettering service quality will beef up clients ‘ satisfaction, which help to retain bing clients and pull new 1s, lead to both market enlargement and additions in market portion. The importance of service quality to the success of concern is best concluded in this sound statement: “ Excellent service is a net income scheme because it consequences in more new clients, more concern with bing clients ; fewer doomed clients, more insularity from monetary value competition, and lessen errors necessitating reperformance of serivces.

To acquire the fruits of betterments in quality it has to be investigated with an apprehension of its competitory deductions. The significance of service quality necessitates analyzing service quality in the context of strategic direction of houses. However, the issue of how the execution of quality schemes might take to the attainment of one ‘s house competitory addition is possibly inadequately covered in the service selling literature.

3. Payne, Adrian and PennieFrow ( 2005 ). “A Strategic Framework for CustomerManager:

Writer explained, Customer relationship direction ( CRM ) is a scheme that can help them to construct durable relationships with their clients and increase their grosss and net incomes. CRM in the banking sector is of greater significance. I this survey they aimedA at this survey is to research and analyse the strategic execution of CRM in selected Bankss, place the benefits, the jobs, every bit good as the success and failure factors of the execution and develop a better apprehension of CRM impact on banking fight every bit good as nowadays a greater apprehension of what constitutes good CRM patterns. The grounds supports that CRM is bit by bit being practiced in studied Bankss ; nevertheless the true spirit of CRM is still needed to be on the active docket of the banking sector. This survey contributes to the fiscal services literature as it is one of the really few that have examined CRM applications, a comparatively new engineering, in the Pakistani banking sector, where really limited research has taken topographic point on the execution of CRM.

It has been defined in many ways since the beginning of the construct. However, the best definition of CRM is developed by saying that ‘CRM is a strategic attack that is concerned with making improved stockholder value through the development of suited relationships with cardinal clients and client sections. CRM unites the potency of relationship selling schemes and IT to bring forth profitable, long-run relationships with clients and other cardinal stakeholders. CRM provides improved chances to utilize informations and information to both understand clients and make value.

He emphasized, CRM is a sound concern scheme to place the bank ‘s most profitable clients and chances, and devotes clip and attending to spread outing history relationships with those clients through individualised selling, reprizing, discretional determination devising, and customized service-all delivered through a assortment of gross revenues channels that the bank uses. Consequently, IT and selling sections must work closely to set into pattern CRM expeditiously. It is said that CRM is non a merchandise or service ; it is an overall concern scheme that helps companies to efficaciously pull off relationships with their clients. It provides an incorporate position of a company ‘s clients to each one in the organisation. With the intensified competition, companies realized that they have to take attention of their clients with regard. Customers have added picks and they do non hold to be loyal to any company.

Customer relationships are going even more of import for Bankss as market conditions acquiring tough. Competition is increasing, borders are gnawing, clients are going more demanding and the life-cycles of merchandises and services are curtailing dramatically. All these forces make it necessary for Bankss to escalate the relationship with their clients and offer them the services they need via the channels they like better.

4. David Cohen & A ; Christopher Gan ( 2009 ) : Customer Satisfaction: A survey of bank client keeping in New Zealand

There has been a compelling statement in this reappraisal, for bank direction to carefully see the factors that might increase client keeping rates, with research supplying ample justification for client keeping difficult work by Bankss. He mentions others surveies have focused on developing steps of client satisfaction, client value and client trueness without specifically looking into other possible meaningful concepts. Case of such concepts are competitory advantage, client satisfaction, exchanging barriers, corporate image, and bank services features. These shape the footing for the present probe. There have been few, if any, efforts to associate them to client keeping. This is funny, for if keeping standards are non healthily managed, clients may still go forth their Bankss, no affair how difficult bankers seek to retain them.

This is apparent in the banking industry, where many Bankss are supplying more or less the same merchandises for about the same monetary value. Unless a bank is able to widen its merchandise quality beyond the nucleus service with extra and possible service characteristics and value, it is dubious to derive a sustainable competitory advantage. Further he argued that about three-fourthss of the banking clients mentioned teller courtesy as a chief consideration in taking a bank. The survey besides showed that improved usage of service quality/sales and professional behaviours ( such as formal salutations ) improved client satisfaction and decreased client abrasion.

Indeed, client satisfaction has for several old ages been perceived as cardinal in finding why clients leave or stay with an organisation.

Organizations need to cognize how to maintain their clients, even if they come into position to be satisfied. He suggests that unsated clients may take non to desert, because they do non anticipate to have better service someplace else. Additionally, satisfied clients may look for other suppliers because they believe they might have better service someplace else. However, maintaining clients is besides dependent on a figure of excess factors. These embrace a wider scope of merchandise picks, superior convenience, better monetary values, and enhanced income, in his survey of Swedish consumers, notes that although client satisfaction and quality materialize to be of import for all houses, satisfaction is more indispensable for trueness in industries such as Bankss, insurance, mail order, and cars.

He farther proposed that merchandise distinction is impossible in a competitory environment like the banking industry. Banks everyplace are presenting the same merchandises. For illustration, there is by and large merely minimum fluctuation in involvement rates charged or the scope of merchandises available to clients. Bank monetary values are predetermined and driven by the market place. Thus, bank direction tends to do a differentiation of their house from rivals through service quality. Service quality is a really of import component impacting clients ‘ satisfaction degree in the banking industry. In banking, quality is a multi-variable construct, which includes differing types of convenience, dependability, services portfolio, and critically, the staff supplying the service.

5. Karen Nicholson ( 2010 ) , QualityAssurance in Higher Education:

As the writer expressed, have seen quality confidence in Bankss seeks chiefly to keep quality through a combination of accreditation, appraisal, and audit. There are several of attacks to quality confidence, each of which incorporates assorted combinations of ( self- ) appraisal, audit or equal reappraisal, and public presentation indexs.

In this literature reappraisal, he have provided an overview of some of the chief subjects related to quality confidence in Bankss: the argument environing the significance and steps of Quality Assurance Framework seeks to construct on “well-tested [ quality confidence ] processes” in order to equilibrate demands for answerability and normal curricular development. The Quality Assurance Framework is described as “more streamlined, more effectual, more crystalline, and more publically accountable” than bing quality confidence processes quality in banking houses, the intent and procedures of quality confidence, and common characteristics of quality confidence in banking organisations. Quality Assurance Framework maintains invention and betterment which cultivating a civilization of transparence and answerability i.e. quality confidence that produces quality sweetening.

In decision, commissariats for furthering invention and encouraging enhancement signifier portion of the demands for the Institutional Quality Assurance Process ( IQAP ) , designed and implemented by each establishment in conformity with its ain institutional mission statement, and which forms the nucleus of the Framework. These include “evidence of any important invention or creativeness in the content and/or bringing of the plan relation to other programs” and “initiatives taken to heighten the quality of the plan and the associated banking and finance” .

6. Shanti N. Tiwari ( 2009 ) , Customer Satisfaction in Call Center

In 2009, writer conceptualize that satisfaction is based on the client ‘s experience of both contact with the organisation ( the minute of truth ) and personal results. Harmonizing to her, satisfaction can be experienced in a assortment of state of affairss and connected to both goods and services. To another extent, she defined satisfactions as a “highly personal assessment” that is greatly influenced by “individual expectations” . This definition views “individual” component as powerful force to make satisfaction.

Author concludes satisfaction into two general conceptualisations: transaction-specific satisfaction and cumulative satisfaction. Transaction-specific satisfaction is a client ‘s rating of his or her experience and reactions to a peculiar service come across. Accumulative satisfaction refers to the client ‘s in general rating of the ingestion experience to day of the month. In his position client satisfaction is extremely variable appraisal persons do based on their experiences with specific characteristics of merchandises and services they receive, it makes sense for serving organisations to prosecute client satisfaction measuring as their meaningful benchmark for development.

She considers that service quality and client satisfaction “share a close relationship” . Service quality is the key to mensurate user satisfaction.A She identified several factors that precede client satisfaction. And argued that there are 5 ancestors that contribute to satisfaction: clear apprehension of client demands and outlooks, perceived value, service quality, internal satisfaction and ailment direction. This leads to Service quality is one major property of satisfaction. Consequently, reported that the service quality divisions are related to overall service quality and or client satisfaction by showing that satisfaction is a effect of service quality.

From this reappraisal of literature it can be inferred that public presentation of service bringing can ensue in degree of client satisfaction.

Chapter 3


1. Research Design:

The research aims to analyze the client satisfaction & A ; quality insurance with regard to National Bank of Bahrain.

Every undertaking work is based on definite methodological analysis, which is a manner to methodically work out the job or accomplish its aims. It is a really important rule and lead to completion of any undertaking work through observation, informations aggregation and information analysis. Framing of questionnaire is done sing the aims of the research.

2. Sampling Technique Used:

This research has used convenience trying technique.

Convenience trying technique: Convenience sampling is used in explorative research as we are interested in acquiring an cheap appraisal of the truth. It is a non-probability sampling technique where topics are chosen because of their convenient handiness and propinquity to the research worker. As the name implies, convenience samplinginadvertently excludes a great proportion of the population. In this study this technique is used as it is the fast, cheap, and easy and thesubjects are readily available.

3. Sample Size:

For the study, a sample size of 50 has been taken into consideration.

4. Data Beginning

For the intent of this research, information is collected from both primary and secondary beginnings. Research will be based on two beginnings:

A. Primary informations

Primary study has will be conducted with questionnaires filled by persons, holding occupations in different organisations and besides by directing questionnaires to the companies which are practising Islamic insurance patterns.

B. Secondary informations

Secondary informations would be collected from secondary beginnings like bing research plants, books, diaries, articles and other publications. In add-on to this information will besides be collected from assorted conventional banking companies every bit good as Islamic banking organisation such as “Bank of Bahrain, HSBC & A ; ICICI” are to call a few.

Chapter 4

Consequences and Discussions

Since the survey is intended to happen out the impact of using client satisfaction and quality confidence in an organisation, the questionnaires were distributed on banking company ‘s employees to see how they are traveling to react, few of those inquiries informations is provided below.

First, it was asked to them sing their personal position, in your sentiment, how of import is patient satisfaction within your organisation.

As illustrated above, the bulk of the respondents think that execution of client satisfaction and quality confidence impact organisation, its employees & A ; client. As the through these agencies company is able to better fulfill its client by guaranting quality service.

Second, does your organisation have managers/staff dedicated to client satisfaction affairs?

Reply received by the employees sing the dedication in the staff to care about client satisfaction in their organisation is as shown above in the chart. Maximal figure of respondents replied positive with 77 % , whereas 20 % of the respondents express that client satisfaction dedication among staff in the organisation to some extent, followed by remainder 3 % non certain about pattern in their organisation.

Third, how frequently does your organisation behavior studies to measure client satisfaction.

Answers received from respondents in respects with rating of client satisfaction by the agencies of study, from those 20 % of the respondents replied study done on monthly footing. 30 % of the respondents ‘ organisations conduct studies on quarterly footing, 40 % on annual and 10 % were non cognizant of any such studies whether conducted by their company.

Next they were asked, what the client satisfaction difference is before and 3 old ages after since execution of rigorous steps on client satisfaction.

37 % of the respondents replied that execution of the pattern of stringency towards client satisfaction & A ; quality confidence has increased the client satisfaction degree to around 15-25 % before and 3 old ages after. Followed by 19 % of the respondents opinioned 10-15 % , 17 % of the respondents believed that it made a difference of around 5-10 % , 15 % respondents considered it really effectual and rated the difference to 25-50 % & A ; in conclusion, 12 % thinks it made the difference of 0-5 % merely.

Then inquiry asked was, what is the most compelling ground for your organisation to better client satisfaction. Response collected from through the questionnaire was the 46 % of the respondents expressed that organisation Fear of losing patients to rivals, 22 % responded Fear of losing employer contracts, 7 % A Fear of addition ordinance, 15 % replied due to Fear of harm to organisation ‘s repute & A ; rest replied other grounds.

Subsequently they were asked which one of the undermentioned agency is used to measure patient satisfaction, to the consequences on client satisfaction and quality confidence.

Maximal figure of respondents replied telephonic feedback, 25 % by advisers are appointed or non, whereas 17 % replied suggestion box and rest 23 % get feedback through electronic mail.

Last they were questioned, in your sentiment, has client satisfaction and quality confidence been shown to hold a direct consequence on your organisation ‘s bottom line.

Respondents answer was about 68 % answer is this has to impact the organisation, followed 25 % said no for it and non cognizant with the consequence to the organisation.

Chapter 5.

Decisions and Recommendations

The undermentioned decisions were drawn after analysing the information collected through first manus and secondary informations aggregation methods:

  • Each plan that was reviewed should develop a set of casted proposals for Corporate Planning Committee consideration that are designed to decrease the hazards of bring forthing erroneous informations.
  • Second, we believe that developing merely to raise consciousness of quality confidence is non a chief portion of the solution. Among the plan directors, there is already a eager consciousness of quality issues. In some instances, taking staff off from already-tight production agendas to travel to preparation classs could even be counter-productive. Alternatively, developing classs on quality confidence should concentrate on circulating the many helpful best patterns that we found.
  • Customer satisfaction is considered as a strategic concern development tool. Customer satisfaction does hold a constructive consequence on an organisation ‘s profitableness, satisfied clients organize the foundation of any successful concern as client satisfaction leads to reiterate purchase, trade name trueness, and positive word of oral cavity. Satisfied clients are most likely to portion their experiences with other people to the order of perchance five or six people. Equally good, dissatisfied clients are more likely to state another 10 people of their doomed experience. Research has demonstrated that even a unsimilarity between a wholly satisfied client and a slightly satisfied client could take to an increased gross part of a factor.
  • Human resources are the taking hazard factor. The figure one hazard factor well-known in virtually all plans relates to human resources. There are a figure of dimensions to this, numbering important staff deficits, the demand for staff with specialised accomplishments, over-dependence on specific persons, and trouble in enrolling staff to work on monthly plans, sequence issues and keeping issues.
  • To construct the strong client connexions that produce improved fiscal benefits, a more complete position of client demands is needed, which incorporates an apprehension of the emotional dimensions of client confidence. Customers want more than minutess — they want relationships.
  • The being of a research and analysis capacity separate from the production operation is a cardinal factor in guaranting quality. One factor that emerged as being cardinal to good quality confidence is the being of a research and analysis capacity, separate from the production operation, which can “challenge” the information from side to side capable affair analysis. This capacity can take a figure of signifiers. In a few plans, such as the MSM, the challenge map is played by another division ( the Industry Accounts Division ), who feed back to the MSM doubtful estimations that they find in the informations and inquire for an account.

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