final project hasan

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hapter One Introduction

-----------------------------------------------------------------------------------------------------------------------------------

1. INTRODUCTION

1.1 BACKGROUND

Most companies no longer believe that a sale ends their relationship with a customer.

Nearly one-third of the research revenues generated by the leading American market

research firms concern customer satisfaction. Many companies now wait a few days orweeks, then contact customers with survey questionnaires or telephone calls. Companies

want reassure that the customer enjoyed the buying experience and that the product or

service has met the buyer's expectations.

The reason behind post-sales research is to ensure that current customers are happy, will

consider themselves future customers, and will spread positive word-of-mouth messages

about the product and company. One study found that 70 percent of customers believed it

was important for companies to stay in contact with them, but less than one-third of thosesame customers reported that they had heard from companies whose products they

purchased. Nearly 90 percent of those surveyed said they would be more likely to choose

a company's products if it stayed in touch with them and sought their satisfaction.

Managers in the service sector are under increasing pressure to demonstrate that their

services are customer-focused and that continuous performance improvement is being

delivered. Given the financial and resource constraints under which service organizations

must manage it is essential that customer expectations are properly understood andmeasured and that, from the customers perspective, any gaps in service quality are

identified. This information then assists a manager in

Identifying cost-effective ways of closing service quality gaps and of prioritizing whichgaps to focus on a critical decision given scarce resources.


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ANALYSIS OF CUSTOMER SATISFACTION

& UBL CONSUMER BANBKING1


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1.2 REASON TO MONITOR CUSTOMER SATISFACTION

The reason an organization is interested in CS is because customers purchase the

organization's products and services . The organization is interested in retaining its

existing customers and increasing the number of its customers as main goal of any

organization is to retain or regain its customers .

1.3 MEASURING CUSTOMER SATISFACTION

Customer satisfaction is an ambiguous and abstract concept and the actual expression of

the state of satisfaction will vary from person to person and product/service toproduct/service. The state of satisfaction depends on a number of both psychological and

physical variables, which correlate with satisfaction behaviors such as return and

recommend rate. The level of satisfaction can also vary depending on other options thecustomer may have and other products against which the customer can compare the

organization's products.

Because Satisfaction is basically a psychological state, care should be taken in the effort

of quantitative measurement, although a large quantity of research in this area has

recently been developed. Work done by Berry, Brodeur between 1990 and 1998 defined

ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in2002 and known as the ten domains of satisfaction. These ten domains of satisfaction

include: Quality (Degree of Excellence), Value (Benefit/Cost), Timeliness, and Efficiency

( Direct Response), Ease of Access ( Deliverability Criteria) Environment (Premises),Inter-departmental Teamwork(Process), Front line Service Behaviors (Employees),

Commitment to the Customer and Innovation.

These factors are emphasized for continuous improvement and organizational change

measurement and are most often utilized to develop the architecture for satisfaction

measurement as an integrated model. Work done by Parasuraman, Zeithaml and Berrybetween 1985 and 1988 provides the basis for the measurement of customer satisfaction

with a service by using the gap between the customer's expectation of performance and

their perceived experience of performance. This provides the measurer with a satisfaction

"gap" which is objective and quantitative in nature. Work done by Cronin and Taylorpropose the "confirmation/disconfirmation" theory of combining the "gap" described by

Parasuraman, Zeithaml and Berry as two different measures (perception and expectation

of performance) into a single measurement of performance according to expectation.

According to Garbrand, customer satisfaction equals perception of performance dividedby expectation of performance.

hapter Oneroduction-----------------------------------------------------------------------------------------------------------------------

------------

1.4 INTRODUCTION OF ORGANIZATION




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UBL BIG CORPORATE BRAND

UBL has assets of over Rs. 300 billion and a solid track record of forty six years - inaddition to the convenience of over 1000 branches serving you throughout the country

and also at several overseas locations

Date Established

November 7, 1959

Chairman

His Highness Shaikh Nahayan Mabarak Al Nahayan

Deputy Chairman

Sir Mohammed Anwar Pervez OBE

President & CEO

Mr. Atif R. Bokhari

Branches

1056 Domestic, 15 Overseas Branches

Representative Offices

Tehran

Subsidiary

United Bank AG Zurich, SwitzerlandUnited National Bank Limited, UK (JointventurewithNBP)

UBL Fund Managers Limited

Associated Company

Oman United Exchange Company, Muscat

Offshore Banking Unit

Export Processing Zone, EPZ Branch, Karachi, Pakistan

Head Office

State Life Insurance Corp. Building #1,

I.I. Chundrigar Road, Karachi, Pakistan

P.O. Box No.: 4306


-----------------------------------------------------------------------------------------------------------------------------------

VISION OF BANK


http://ubl.com.pk/locations/http://ubl.com.pk/overseas/http://ubl.com.pk/locations/http://ubl.com.pk/overseas/


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The vision of UBL is A World - Class Bank Where You Come First which means that

we believe that our customers needs come first. It is this You First culture we are

creating at UBL to truly become a world-class bank which takes care of its customers andprovides them with world-class services & products.

UBL is focusing on bringing the next level of consumer banking in Pakistan, emphasizing

on its You First vision. UBL aims to offer products that will change the industry normsby providing innovations, options and flexibility unmatched so far by any other bank due

to the investment made in the state-of-the-art systems at UBL. UBL plans to expand the

market by its vast distribution network. UBLs products & services are being developedkeeping in view the increased level of consumer awareness due to increased accessibility

of information, and hence the demand for better products and services with options.

To Be a World-Class Bank where you come first

Board of Directors

Name Designation

His Highness Shaikh NahayanMabarak Al Nahayan ChairmanMr. Atif R. Bokhari President & CEO

Sir Mohammed Anwar Pervez OBEDeputy Deputy Chairman

Mr. Omar Ziad Jaafar Al Askari DirectorMr. Zameer Mohammed Choudrey Director

Mr. Ahmad Waqar Director

Dr. Ashfaque Hasan Khan Director

Mr. Aqeel Ahmed Nasir Company Secretary & ChiefLegal

Mr. Abdul Rauf Malik Director

Mr. Aameer Karachiwall SEVP/Group Chief Financial Officer


-----------------------------------------------------------------------------------------------------------------------------------

Credit Rating

Credit Rating by JCR - VIS Credit Rating Company Limited

Long Term Rating: 'AA'




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United Bank Limited is one of the largest Commercial Bank in Pakistan. The Bank's long

term rating is AA, which denotes good credit quality. Protection factors are strong. Risk

is modest but may vary slightly from time to time because of economic conditions.

Short Term Rating 'A-1+'

The short-term rating is A-1+, which denotes the highest certainty of timely payment.Short-term liquidity, including internal operating factors and / or access to alternative

sources of funds, is outstanding and safety is just below risk free Government of

Pakistan's short-term obligations.Term Finance Certificate Rating:`

TFC - I: 'AA-'

TFC - II: 'AA-'TFC - IIi: 'AA-'

Credit Rating: Definitions in Urdu


-----------------------------------------------------------------------------------------------------------------------------------

UBL Consumer Banking

You as an individual can gain and benefit the most through UBL Consumer Banking. In

UBL you get friendly, efficient and attentive personalized banking services - a unique

banking relationship experienced by each UBL client. You can utilize the followingservices




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UBL Address

UBL Businessline

UBL Cashline

UBL Credit Card

UBL Drive

UBL Money

UBL Address

Owning a house of your very own is a cherished dream. A lot of planning and hard work is

involved in making this dream come true. That is why, at UBL we aim to make your decision

easier, by offering you the right ingredients that can help you realize your dream with absoluteconvenience.

UBL Address empowers you to become the proud owner of a home by offering a variety of product and

pricing options that are flexible yet affordable. So choose the best product option and pricing to suit yourneeds


-----------------------------------------------------------------------------------------------------------------------------------

UBL Business Line




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UBL Businessline a complete solution to all your Business Financing needs.

With UBL Business Financing facility, you can now take your business to greater and newer

heights, and achieve the level of success that you truly deserve.

UBL Businessline is a running Finance facility that not only provides funds for growth but also

enables you to capitalize on profitable opportunities.

With UBL Businessline, now you will surely say: Ab Hui Kamiyaabi Meri Manzill.

UBL Cashline

is a flexible loan that provides you cash up to Rs.500,000 without any security requirements. Itempowers you to take control of your finances. UBL Cashline is aimed to make your life easier

ZINADGEE ASAAN. Whether you are a salaried individual or a businessman, UBL Cashline

takes care of your cash requirements.


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UBL Credit Card .. Mazay Mein Raho!




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Welcome to the world of UBL Credit Cards. Pakistans 1st Chip Credit Card that

guarantees you both enjoyment and high value. It assures you global acceptability in morethan 22 million establishments worldwide in 130 countries and in more than 12, 000

outlets within Pakistan.

CHIP based credit cards have globally proven to be the most secure way of conductingcredit card transactions. This unique high tech CHIP guarantees your financial security

while conducting transactions on credit cards, both within Pakistan and around the world.

UBL Drive

UBL Drive is a unique auto financing product which offers you features, options and

flexibility unmatched by any other bank, because at UBL, You come first.


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UBL Money

UBL Money, the Personal Installment Loan from UBL provides you with power, control,

convenience and the flexibility to manage your financial requirements and realize yourdreams.

UBL Money is a fixed installment loan. It gives you access to funds starting from Rs.50,000/- up to a maximum of Rs. 500,000/- without any collateral.

hapter One Introduction-----------------------------------------------------------------------------------------------------------------------------------

1.5 PROBLEM STATEMENT

United Bank Ltd has strongest portfolio of consumer banking in Pakistan .

Dissatisfaction of consumers resulting in lose of market share ,While bank will have to face nerve braking competition after the complete mergers and

acquisition of banks till 2009 . Need is to build long term relation ship by regain and

retain consumers to sustain as market leader.




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1.6 SIGNIFICANCE OF STUDY

Forecasting is most important thing to know your consumers , where they are going to bein front of them . Kotler

This research will help out in knowing the consumer behavior towards ConsumerBanking of UBL . And it will tell us the factors (variables) that can have some affects on

the consumers behavior. By knowing these variables UBL can target their market more

effectively, and can plan and apply different strategies to achieve bigger market sharethrough customer satisfaction.

1.7 DELIMITATIONS

The topic itself specify the nature of the research and little bit subjectivity in terms of the

researcher self perception and interpretation. Thus the reliability of research is some what

questionable, due to its subjective nature and non-scientific instruments of measurements

involved. The research is limited for a short span of time and its applicability is also for

limit. The generalization in this case cant be applicable because the scope of research is

limited to only Islamabad city Because Islamabad represent the people from all over

Pakistan it will reflect the psychography of all the areas of Pakistan. This sample will

ensure the accuracy and precision of results up to some extent .


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1.8 RESEARCH AIMS AND OBJECTIVES

Sustainability of Banks leading market share by identifying domains of

Customer satisfaction .

Retain and regain consumers by attaining customer satisfaction while there

are mergers and equistions between the banks creating intense and nerve braking

competition .




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Innovative product offering by bank To Maximize the Value in UBL

Consumer Banking Products

Who should ultimately design the product , the consumer off course` Kotler

Ensure the participation of all the employees ,achieving long term success

through customer satisfaction benefit for all the member of organization and

society .

Forecasting about customer Satisfaction & variables that can effectcustomer satisfaction in future .

hapter Two RESEARCH -METHODOLOGY AND PROCEDURE

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2. RESEARCH -METHODOLOGY AND PROCEDURE

2.1 RESEARCH DESIGN

The research design will be descriptive. The reason concerning why the research design

ought to be descriptive is that the statement of the problem is already specified and it

leads us to the needed information. Therefore it is obvious that only descriptive designwould be the best alternative for the research of this type. The design will be formal and

itll attempt to obtain complete and accurate description of the situation.




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We are conducting a co-relational study, as there are multiple factors, which are

associated with the consumer behaviour. In order to know how each is related to

consumer behaviour, we have done the co-relational study.

2.2 RESEARCH METHOD

The research method in this case consists of both primary and secondary data. Primary

data would be collected through questionnaires, observations and in depth interviews .Secondary data will be gathered from different concerned secondary sources of data

which includes service and quality dept of Bank , State bank of Pakistan , Magazines,

Articles, Newspapers & Internet.

2.3 RESPONDENT OF THE STUDY

Consumer of all the products I.e. UBL Drive, UBL Home Loan, UBL Credit Cards, UBL

Cash Line, UBL Business Line and UBL Personal Loan, will constitute of the out of1000 branches in Pakistan the 20 branches will be selected in Rawalpindi / Islamabad

from these 20 Branches a sample of 150 is selected . The sample size is though very small

as compare to the whole universe but that is because of the limited resources available to

researcher. This small sample size will obviously effect and it isnt the true representativeof the whole universe therefore there might be some errors in the results. A description of

respondents is given below.


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Recherch Attribute

Gender Male/Female (Both)

SegmentBusinessman, Salaried Individual,

Self Employed

Education Graduation (and above)Geography Islamabad / Rawalpindi

Products Any consumer Product of UBL

Cultural Background Anyone.

Relation Develop ByBranch , DirectSales ,TollFreeIn-house

Relation Duration At least six months




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2.4 INSTRUMENTS

The instruments and tools used in the research for the primary data gathering will mostly

be questionnaires observation & Indepth Interviews . The other important instruments

would be newspapers, articles, and SBP, Internet, and Banksofficial sites.

1. Newspapers

Dawn

The news

2. Internet

http://www.sbp.org.pk

http://www.ubl.com.pk

http://www.customerservicemanager.com

http://eprints.hec.gov.pk

http://epaper.dawn.com


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3. Search Engines

http://www.google.com

http://www.answers.com

2.5 PRESENTATION ANALYSIS

The data gathered from the instruments in the form of primary and secondary data will be

reported and presented in the form of

o Tables.

o Figures.


http://www.sbp.org.pk/http://www.ubl.com.pk/http://www.customerservicemanager.com/http://eprints.hec.gov.pk/http://epaper.dawn.com/http://www.google.com/http://www.answers.com/http://www.sbp.org.pk/http://www.ubl.com.pk/http://www.customerservicemanager.com/http://eprints.hec.gov.pk/http://epaper.dawn.com/http://www.google.com/http://www.answers.com/


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o Charts.

o Diagrams.

hapter Three REVIEW OF LITRATURE STUDIES----------------------------------------------------------------------------------------------------------------------------------

3. REVIEW OF LITRATURE STUDIES

3.1 Related Literature

Wisniewski, M. (2001), "Using SERVQUAL to assess customer satisfaction with public sector

services", Managing Service Quality, Vol.11, No.6, pp. 380-388

Marketing Intelligence & Planning, Vol. 8, No. 6, pp. 11-17

Service Marketing Valarie A. ZeithamlMarry Jo Bitner Vol.3 pp.34-83

The impact of TQM on CBPNawar Khan 96-ph.D-Mech.01

University of engineering and technology Lahore

28-8-1999Using SERVQUAL to assess customer satisfaction with public sector

services", Managing Service Quality, Vol.11, No.6, pp. 380-388.

SERVQUAL and Model of Service Quality Gaps

Dr. Arash ShahinDepartment of Management, University of Isfahan, Iran




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3.2 THEORITICAL FRAME WORK

Independent Variables People

Premises

Product Process

Service Quality

Dependent Variable Customer Satisfaction towards Consumer Banking of UBL

Theoretical Frame Work Description

The independent variables are People ,Premises ,Product, Process , Service,

Undue Influence and since we are analyzing Customer Satisfaction towards ConsumerBanking of UBL this is the dependent variable.

hapter Three REVIEW OF LITRATURE STUDIES----------------------------------------------------------------------------------------------------------------------------------

3 ILLUSTRATIVE MODEL OF THE THEORETICAL FRAMEWORK




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hapter Three REVIEW OF LITRATURE STUDIES

----------------------------------------------------------------------------------------------------------------------------------

3.4 HYPOTHESIS DEVELOPMENT

1) H0: People does affect the Customer Satisfaction towards UBL Consumer Banking .

H1: People does not affect the Customer Satisfaction towards UBL Consumer Banking .


& UBL CONSUMER BANBKING

People (Employees)

Product (value)

Process

(Inter departmental

Teamwork)

Services Quality(P/E)

Customer Satisfaction towards

Consumer Banking of UBL

Premises

Independent Variables Dependent Variable

16


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2) H0: Premises does affect Customer Satisfaction towards UBL Consumer Banking .

H1: Premises does not affect Customer Satisfaction towards UBL Consumer Banking .

3) H0: Product does affect the Customer Satisfaction towards UBL Consumer Banking .

H1: Product does not affect the Customer Satisfaction towards UBL Consumer Banking .

4) H0 :Process does affect the Customer Satisfaction towards UBL Consumer Banking.

H1: Process does not affect the Customer Satisfaction towards UBL Consumer Banking.

5) H0: Services does affect the Customer Satisfaction towards UBL Consumer Banking.

H1: Services does not affect the Customer Satisfaction towards UBL Consumer Banking.

hapter Four PRESENTATION ANALYSIS

----------------------------------------------------------------------------------------------------------------------------------

4. PRESENTATION ANALYSIS

4.1 QUESTIONEER




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Relationship-based Customer Satisfaction Questionnaire

I students of M.B.A (Marketing) conducting the Research & would like to know how-----

general. Please the one box which best describe your over all ------ satisfaction which r

relations in future with UBL Consumer Banking .

The data gathered from you will remain confidential and will be used only for the above mentione

DIRECTIONS

On a scale of 1 to 5 where 1 represents " Extremely Satisfied " and 5 represents "Extremely Dissatisfied,"

1.Very Satisfied 2.Some what Satisfied 3.NeitherSatisfied nor dissatisfied

4. Some what dissatisfied 5.Very dissatisfied DK/NA/RF

1. Which product of UBL consumer banking you are using?

Drive Credit Card Personal Loan Home Loan Cash Line Business Line

2. Do you think people at UBL are highly trained, motivate and extracting high level of

Achievement?

1 2 3 4 5 DK/NA/RF


----------------------------------------------------------------------------------------------------------------------------------

Premises of Bank providing superior banking experience to customers?

1 2 3 4 5 DK/NA/RF




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4. Products features and segments are according to your need and wants?

1 2 3 4 5 DK/NA/RF

Process of bank regarding your each and every transaction also in availing product?

1 2 3 4 5 DK/NA/RF

6. How feel you to recommend UBL Consumer Banking to a friend or relative?

1 2 3 4 5 DK/NA/RF

7. Your level of satisfaction with UBL Consumer Banking regards to customer Service?

1 2 3 4 5 DK/NA/RF

8. How would you feel the overall quality of your relationship with UBL Consumer Banking?

1 2 3 4 5 DK/NA/RF

9. UBL consumer Banking in comparison with competitors?

1 2 3 4 5 DK/NA/RF

10. How would you rate your level of satisfaction towards advertising claims and reality ?

1 2 3 4 5 DK/NA/RFhapter Four PRESENTATION ANALYSIS

----------------------------------------------------------------------------------------------------------------------------------

11. Considering all of your Experience with UBL Consumer Banking , your Comments ?




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________________________________________________________________________________

________________________________________________________________________________

ame Mobile#

egment City

hapter Four PRESENTATION ANALYSIS---------------------------------------------------------------------------------------------------------------------------------

4.2 GRAPHS/CHARTS & FINDINGS

Q1) Which product of UBL consumer banking you are using?

Drive Credit Card Personal Loan Home Loan Cash Line Business Line




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Findings----1:

From

our

Sample of 100 people from differentauthorized branches for repayment accounts we have found 24% of customers from

Drive , 27% found Credit Card , 17% of Personal Loan 8 % from home loan , 18% from

cash line only 6% from business Line.

Percentage of Re- Payment consumers found based on different factors as , On asking

to Consumers of Different Product it is found that due date of cash line and business

Line Products is 20th of each month while Personal loan is due on 5th of each month ,Credit card due date varies customer to customer while Drive and home loan also due

after 1st of each month . Variation in Re-Payments dates could not tell true picture of

market share of each product .


----------------------------------------------------------------------------------------------------------------------------------

Q 2) Do you think people at UBL are highly trained,

motivate and extracting high level

of Achievement?

1 2 3

4 5 DK/NA/RF



24%

27%

17%

8%

18%

6%w

wK [ Cred

ww w H

w C

w.

w

40%

21%

F V S

V f S

{ N

S Diss

Diss

)


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Findings----2:

From our sample the results found in Q.No2 are shown in Fig 8% are those very satisfied

with people at UBL , 40% are some what satisfied18% heaving neutral response ,13% are some what dissatisfied while 21% are very

dissatisfied .

On asking in depth interview about the reasons it is found that very satisfied people arethose

Heaving good relation with Branch or heaving account in UBL and they donthave to face any problem in repayment.

Also during the process due to Branch customers they get more attentions from

front line representative and by other cross functional departments of consumer Banking.

Due to brand association of commercial banking or loyalty with commercial

banking they are highly satisfied.

Another reason for very satisfied is that front line representative communicate all

the features very care fully and product is very well defined. These consumers are very

well aware consumers they know the use of their products.

While 21% of very dissatisfied Consumers with people at UBL are those

Heaving not good experience in repayment specially when during deposit of their

payments commercial Banking officers Misbehave

hapter Four PRESENTATION ANALYSIS----------------------------------------------------------------------------------------------------------------------------------

When collection Dept. Call them and they misbehave with customer.

Due to lack of training and development front line representative not communicate all the features

very care fully and product is not very well defined . these consumer are not very well-awareconsumers they dont know the use of their products .

According to respondent employees are not much motivated , they dont have vision , due to lack ofmotivation some times they take too much time in processing of applications .

When representative could not communicate all the charges and consumers consider these charges as

hidden charges .

When representatives could not update consumers about the bank its process .




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----------------------------------------------------------------------------------------------------------------------------------

) Premises of Bank providing superior banking experience to customers?

1 2 3 4 5 DK/NA/RF

Findings----3:

As shown in fig 19% are very satisfied , 47% are

some what satisfied 18 % heaving neutralsatisfaction level 10% are some what dissatisfied



19%

47%

18%

0%

6% 0%

d t VeryS

S S

N

S "Diss

GWDiss

l|


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6% are very dissatisfied , in-depth interviews shows different factors effecting

satisfaction level of premises

19% very satisfied people are those who knows the old culture of bank and they are

highly satisfied with new Renovate branches also in comparison with competitors i,e

local bank consumer have very good satisfaction level but 47% of some what satisfied

are those who think there is still need of improvement as one consumer told usmaintenance is more important then renovation , Management should invest more in

maintenance .

According to 18% of neutral satisfied consumers bank should provide enough sittingarrangements , these neutral consumers have keep in mind both the commercial and

consumer premises , according to one respondent branch management must keep in

mind environment with respect to cleanness & dust . the 6% very dissatisfied customerare those meet in commercial Center branch because this branch has still old premises

and its renovation is under process while the 10% some what dissatisfied can be convert

in to some one satisfied for long relation by improving environment .


Q 4) Products features and segments(Innovation) are

according to your need and wants?

1 2 3 4 5

DK/NA/RF

Findings---4:

Fig shows that product Managers and there

product development team doing superb

work ,they are developing products heavingWin/Win effects in market , 23% of

respondent with very satisfied level and 44%

with some what satisfied is good achievement formanagement . Need is to come up with product



23%

44%

13%

11%3%

3 Very

3 }S3jS

3)t9N

3]}mS3mz}Diss

33zDiss

3p


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differentiation all the time and to offer innovative products , it seems bank believe on the

strategy of Innovation through collaboration .


Q 5) Process(Inter-departmental Teamwork) of bank regarding your each and every

transaction also in availing product ?

1 2 3 4 5 DK/NA/RF

Findings---5:

24% very dissatisfied customers shows there is need of improvement in process. 10% of

very satisfied , 23% some what satisfied , 34% are nor satisfied nor dissatisfied this

segment of 34% can easily switch off for better product while only 9 % some whatdissatisfied . It is found that there is need of improvement in process also bank has to

adapt advance technology for efficient process . Big inter- departmental gap is found

specially between branch and consumer banking .the goals of consumer and commercial

banking not seems to be same .




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There is no cohesiveness

Found between departments.

apter Four PRESENTATION ANALYSIS

---------------------------------------------------------------------------------------------------------------------------------

Q 6) How feel you to recommend UBL Consumer Banking to a friend or relatives?

1 2 3 4 5 DK/NA/RF

Findings---6:

Finding shows that only 49% are those who feel satisfied to recommend UBL , while

51% have to think , its mean UBL can have threat in future need is to convert thesesatisfied people in to loyal and not satisfied people should be targeted to sustain in market

as market leader .




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hapter FourRESENTATION ANALYSIS

----------------------------------------------------------------------------------------------------------------------------------

Q 7) Your level of satisfaction with UBL Consumer Banking regards to customer Service?

1 2 3 4 5 DK/NA/RF

Findings---7:



18%

31%

21%

9%

21%

VeryS

S S

N

AQSQaDiss

Diss

17%

28%

23%

9%

r er

K h[ S

[ Uk S

_ N

h S e D

eDiss

[.


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Finding no 7 shown in fig 23% are nor satisfied nor dissatisfied while 9 % up to some

extent 15 % are very dissatisfied hence these portion shows these people can not be

retain for long relation hence need is to adapt strategy that could convert the proportion .


----------------------------------------------------------------------------------------------------------------------------------

Q 8) How would you feel the overall quality of your relationship with UBL Consumer

Banking?1 2 3 4 5 DK/NA/RF

Findings---8:

Results of question no 7 . are shown in fig Factors effecting relation ship are multiple

as describe in other questions , banks target market is mass customization so bank must

have to keep in mind quality with quantity. UBL Consumer Banking is focusing on job

enlargement instead of job enrichment.




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Q 9) UBL consumer Banking in comparison with competitors?

1 2 3 4 5 DK/NA/RF

Findings---9:

Results shown in figure shows that UBL Consumer banking in comparison with

competitors Is much stronger in innovative products offering but services are set ofactivities to maximize customer satisfaction and bank is lacking in this department due to

less motive employees .

Poor firms forget their competitors ,



VerySatisfied

SomeWhatSatisfied

N

SnorDS

SomeWhatDiss

atisfied

VeryDissatisfied

DK/NA/RF

9%

28%

17%

22% 21%

3%

0%5%

10%15%20%25%

j z VeryS

S S

N

S(Diss

M]Diss

r


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Average firms copy their competitors

Winning firms lead their competitor s Kotler

hapter Four

RESENTATIONNALYSIS

---------------------------------------------------------------------------------------------------------------------------------

Q 10) How would you rate your level of satisfaction towards advertising claims andreality?

1 2 3 4 5 DK/NA/RF

Findings---10:

Advertising one of the most effective tool to target the prospects specially when

they are in corridor, no doubt UBL has done splendid job in this department specially in

the campaigns of UBL Drive, Abb chalee gi app ki marzi but by this word of mouthpeople make their expectation and when police and procedure implements it fire back.

Most of dissatisfied consumer are drive consumers due to very effective campaign they

make expectation.



14%

28%

16%1%

22%

9%

, = VeryS

,b vr S ,r c S

, m N

, v S , s Diss

,,s Diss

,5iE


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15% very satisfied, 21 % some what satisfied 9 % neutral response 13% some what

dissatisfied and 28% very dissatisfied while 14 % no reply because they not remember the

advertisement or may be not seen.


----------------------------------------------------------------------------------------------------------------------------------

Q 11) Considering all of your Experience with UBL Consumer Banking , your Comments ?

Findings---11:

This was open ended question in which most of the respondents told us it is satisfactory

enough but bank should make it better and better because the consumer heaving somewhat satisfied , neutral or dissatisfied feeling they can switch any time to other banks ,

hence bank must have to keep in mind they have to retain market share by offeringinnovative services .



21%

9%

28%

14% y & VeryS

yK [ S y[ k S

y N

y S y Diss

yy Diss

y.


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Results come out from these finding are not be possible to explain in short time span

On the basis of these finding I have made many conclusion and recommendations whichwill be send to top management latter on through [email protected] also it will be

send to Consumer head of UBL to develop effective strategy so that Bank can sustain as

Market leader in coming years .


----------------------------------------------------------------------------------------------------------------------------------

4.3 SUMMARY OF FINDINGS

UBL Drive is first consumer product of UBL & UBL Drive is the source ofmaking image of UBL in market , most satisfied consumers are drive consumers

People at UBL Consumer Banking are not much trained & motivated alsoCommercial banking employee effect the satisfaction level of consumers. only satisfied

employee can make satisfied customer , and satisfied customer turn into loyal , while

loyalty of customer is only assurity for Profitability .


mailto:[email protected]:[email protected]


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Premises of bank are very well renovated but material used in it are not of good

quality also maintenance and cleanses of premises effect the satisfaction level of

consumers .

Products are highly innovative but they are not communicating properly effectingthe satisfaction level of consumers also target market of products by sales team is not

much profitable for bank they should target upper segments too .

Process effect the satisfaction level of consumers technological advancement in

process can delight the consumers bank have to upgrade its process .


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One satisfied come up with 3 and one dissatisfied told 13 , hence if bank only

focus on providing quality services to current consumers it will eliminate advertising

cost . We dont have need of Advertisement ,Our Consumers are our advertisers

.

Representative of service quality department are not sitting in all the Re-payment

authorize branches effecting the satisfaction level of consumers because they have toresolve their queries on their own cost or they have to search for customer care

department which effect the satisfaction level .




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In comparison with competitors UBL consumer banking has big portfolio all the

products are available under one roof that think increase the satisfaction level pre

approved consumers due to brand association also using other products during surveythere was respondent heaving four products out of six consumer products which shows

confidence on UBL Consumer banking need is to retain it .

Advertising is very effective tool in making corporate image of UBL consumer

banking , prospects can easily reach to bank through toll free number in advertising butmuch people are not satisfied by the claims bank doing in advertising campaigns .

According to one respondent before getting car hamari marzi and after getting carbank ki marzi .

Chapter Five Conclusion & Recommendations

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5. Conclusion & Recommendations

5.1 CONCLUSION

From the research we can conclude that independent variables as defined in the

theoretical frame work chapter 3, influencing the dependent variable i.e., Customer

Satisfaction towards UBL Consumer Banking . Change in customer satisfaction willallow them to switch to other banks while bank will start losing market share andcertainly will lose its position as market leader in consumer banking.

The Customer Satisfaction will relate to all the dependent variables, and any kind ofchange in these variables can bring a change in Customer Satisfaction. So, We will accept

all the null hypothesis & reject our alternate hypothesis.




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By focusing on these variables UBL Consumer Banking can understand the way

consumer behave and can construct there strategies to maximize customer satisfaction

ensure long term relation ship which will enable bank to Sustain as Market leader inconsumer Banking ,

28 May 2004 when bank launched its consumer banking it was out of few banks inmarket who were offering consumer products but now due to boom in Banking sector of

Pakistan many multie national banks has started there operations in Pakistan. Last year

merger of SCB & Union Bank while now in Presently the news of Barclays bank buyingAbnamro bank also Allied bank after privatization, own by Ibrahi Group is launching its

consumer banking while HBL is coming up with re-engineering in consumer banking

with MCB start very aggressively targeting the market. Growth of Islamic banking alsoshould be kept in mind. Hence there will be nerves braking competition in market, and if

once customer goes to dissatisfaction level it will be costly enough for bank to regain

them. UBL consumer banking should operate in market as kotler said

This is not enough to satisfy your customers, need is to delight them kotler

hapter Five Conclusion & Recommendations----------------------------------------------------------------------------------------------------------------------------------

5.2 Recommendation

On the basis of this research I want to give some recommendation that can be useful.

Management of consumer Banking should focus on training and development of

employees, also some more employee should be recruit in customer care dept. Because

UBL has big portfolio of consumer banking and load is high on service and quality dept.Management should also minimize the turn over of employees, Employee recognition

programme should be introduced, Loyalty of employee is only possible if you keep them

happy with job security & good salaries + Incentives packages also there must be somesocial activities for employee to increase there loyalty.

Each employee must have hard copy of Job Description (J.D) including Tasks, Duties

Responsibilities this will make the system operationally sound because it will minimizethe chance of error and there should be Accountability through TDRS if any error occurthis practice will aware the employee about their Job. These practices will make sure the

satisfaction of Customer through satisfied employee.

No doubt premises of bank providing superior banking experience to customer Premises

are very well renovated but material used in it should be of good quality contracting party




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must be of good profile and final check of material used must be done by professionals

also maintenance and cleanses of premises effect the satisfaction level of consumers there

should be team or person who make sure the cleanness of branches. If it is possible lightmusic can change the environment as well. Working condition for employee must be

improved a lot, Sitting arrangements in consumer banking dept for customers need some

attention, also kitchen, fax machine, telephone connection PCs printers all these

accessories can satisfied employees and satisfied employees can produce satisfiescustomers.

Bank also must have to open Branches in newly developed areas like Scheme 3,

Gulzare quied , F-11 I-9 etc Bank must have to merge branches nearby and non profit .

There is a big communication Gap between Customer and the Bank, also between

different departments of the bank, there must be decentralize toll free no or some concern

Officers for customer to get latest status about their relation with bank.

Chapter Five Conclusion &

Recommendations-------------------------------------------------------------------------------------------------------------

-----------------------

Products features and segments are according to needs an wants of consumers but

as bank is targeting the mass market, there must be knish segment for all the products,

bank should target the knish market .02% as well, there should be exclusive process forKnish segment, delivery time of product should be minimized for this market needs

exclusive services and knish market can be highly profitable market . Most of the

consumers not like the way of getting products as other getting it . Bank should focus on

strategic alliance with well reputed companies of the industry in offering product andservices also bank should adapt innovative ways of developing relations with customers

Bank should announce some incentives / gifts for current consumers onrecommending to friend or relatives, as in auto financing if consumer is applying through

recommendation of already existing consumer, so existing consumer should get some

incentive in his account this practice can work as synergy with sales team.

Bank should organize some Social events in which only UBL Customers Allow to

participate, this practice will increase loyalty with bank. This practice construct strongbonding between bank and consumers.

There is no role or existence of Public relation department of bank, It can be veryeffective tool for the bank in making brand image and in maximizing customer

satisfaction, I.e. UBL Drive did 3223 booking in the month of march 2007 ever highest

of industry more over broke there own record but I amazed there was no news through




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electronic media , no coverage from print media , media should be invited in parties or

in events organized by the bank so that it appear in news without any cost .

PR department should be effective or if not existing in bank , it must be open

immediately . Through PR department bank can maximize the customer satisfaction

because when customer will come to know brand they are buying is breaking record they

will feel confidence on there decision of choosing brand and this will help them in futureto pass through decision making process in choosing same brand for other needs. .

hapter Six References and Bibliography

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6. References and Bibliography

Books

1. Research methods for business 4

th

edition by Uma, Sekaran .2. Organization Behavior 10th Edition by Stephan p. Robbins .3. Marketing Management by Philps Kotler .

ArticleConsumer Banking in PakistanA Marketing Review Report By S. Imran Ahmed

Internetlibrary.theserverside.com/rlist/term/Customer-Satisfaction.html

www.greatbrook.com

Major search engines

1. www.google.com


http://www.greatbrook.com/http://www.google.com/http://www.greatbrook.com/http://www.google.com/


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2. www.answers.com

3. www.yahoo.com
http://www.yahoo.com/http://www.yahoo.com/

final project hasan

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