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Data Analysis and Processing Guide

The document outlines the research methodology used in a study of service quality and customer satisfaction in banks. It discusses the statement of the problem, objectives of studying service quality determinants and their relationship to customer satisfaction. Primary and secondary data were collected through questionnaires and desk research. A 5-point Likert scale was used in the questionnaire administered to 200 customers in Bangalore. Factor analysis and regression analysis were used to analyze relationships between service quality dimensions and customer satisfaction. The study was limited to Bangalore and a sample size of 200.

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Dilip Margam
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19 views4 pages

Data Analysis and Processing Guide

The document outlines the research methodology used in a study of service quality and customer satisfaction in banks. It discusses the statement of the problem, objectives of studying service quality determinants and their relationship to customer satisfaction. Primary and secondary data were collected through questionnaires and desk research. A 5-point Likert scale was used in the questionnaire administered to 200 customers in Bangalore. Factor analysis and regression analysis were used to analyze relationships between service quality dimensions and customer satisfaction. The study was limited to Bangalore and a sample size of 200.

Uploaded by

Dilip Margam
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

CHAPTER III : RESEARCH METHODOLOGY

3.1 Statement of the problem The service provided by the banks does not meet the expectation of the customers, which arise the feeling of dissatisfaction resulting in high attrition rate. The identification of the critical determinants of service quality is important to satisfy customers. 3.2 Objectives of the Study: y y To identify the determinants of service quality dimensions. To identify a relationship between the service quality dimensions and the customer satisfaction

3.3 Sources of Data 3.3.1 Primary Data: Through responses on questionnaires online and offline. 3.3.2 Secondary Data: Through secondary desk researches.

3.4. Scaling techniques Non comparative or metric scales is used. Five point itemized Likert scale is used in the questionnaire. 3.5. Sampling Plan 3.5.1. Target population All male and female population above age of 18 who avail the bank services in Bangalore region. 3.5.3. Sample size Sample size is taken 200.

3.5.4. Data collection A structured questionnaire designed on Likert scale is used to collect the primary data for research. Responses are recorded through online Google docs. Around 60 data is collected by visiting certain retail banks in Bangalore. 3.5.5. Data analysis Tools used are primarily Microsoft Excel(ver. 2007) and SPSS 14.0 (Windows Evaluation version). We have used factor analysis on collected data. Factor analysis is a class of procedures primarily used for data reduction and summarization. Relationships among sets of many interrelated variables are examined and represented in terms of a few underlying factors. I like to mention some statistics associated with factor analysis which we used in our research study. Eigen value: The eigen value represents the total variance explained by each factors. Factor loading: Factor loading are simple correlations between the variables and the factors. Kaiser-Meyer-olkin(KMO) measure of sampling adequacy: It is a index used to examine the appropriateness of factor analysis. High values (between .5 to 1.0) indicate factor analysis is appropriate. Values below 0.5 imply that factor analysis may not appropriate. Percentage of variance: This is the percentage of total variance attributed to each factor.

Scree plot: A scree plot is a plot of eigen values against a number of factors in order to extraction.

Regression Analysis Regression analysis will be performing to analyze the associative relationship between a dependent and one or more independent variable. For purpose of the analysis bivariate regression will be run for deriving the relationship between single dependent and single independent variable. In my study I considered the customer satisfaction as dependent variable and service quality dimensions as independent variables.

3.6. Hypothesis Testing The hypothesis is decided as per the result of the factor analysis. H1: The service quality dimensions have positive relationship with the customer satisfaction.

3.7. Scope of the study The study encompasses the standard service quality variables and follows a statistical method for evaluation. It can be used by any retail banks for improving the dimensions of their service quality and use as a measure of their customer satisfaction in Bangalore region. 3.8. Limitations of the study y The study is restricted to Bangalore only. So that sample can be not the actual representative of the whole population. y Our subscription plan is designed on the research of 200 samples; this sample may not be the representative of the whole population.

Due to very short time, it was not possible to visit the branches of all retail banks that are currently operating.

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