DISCUSSIONS OF FINDINGSThe analysis of the variables studied shows that assurance has positive relationship with Customer Satisfaction, but with little or no significant effect. Respondents’ responses indicate that the customers do not feel that assurance too important to be part of the service quality. There are two possibilities; firstly the customers feel that the retail banks have provided enough safety and confidence in their services, necessitating the customers’ apathy to safety measures while dealing with any bank.Consequently many reported cases of security breach in the internet banking, use of ATMs and phone banking, most of the time is due to the customers’ carelessness and recklessness. Secondly, the customers have given up since all the retail banks are not able to provide the level of safety expected. The customers are therefore hopeless, while waiting on the retail banks to improve on the assurance in their services.The second variable Reliability is about the accuracy and timeliness in the service provided. Responses to the research questions indicate that, Reliability does not have any significant impact on customer satisfaction. This may be caused by the growth of the phone banking, use of ATMs and internet banking.Customers do not show much concern about the reliability level in customer service since they have alternatives. With the rapid growth in the internet technology, many banks have setup their internet banking portal, and the banks have spent much on TV advertisement, free gift, lucky draws and many other ways, to encourage their customers use the ATM and internet banking.Retail banks are able to reduce the operation cost by not extending the business hours and reduce staffs, since the Internet banking operates 24 hours a day without supervision. Apart from that, machines have been used to replace banks staff as well to help customers in cash withdrawals, cash credit, cheque, credit cards, bank book update, credit transfer and many other services.The third variable Tangibles encompass the appearance of the company representatives, facilities, materials, and equipment. Data analysis shows that it has positive correlation and highly significant to customer services. The retail banks operating hours had been reduce down to five days per week (Mondays - Fridays), while, machines are used to help the banks to provide faster and better services to their customers during weekends. Internet banking is spread all over the nation and this provides 24/7 non-stop service.Customers can comfortably settle many matters without leaving their home or office, including pay bills, check account balance, inter-bank transfers and loan instalment and others. Many machines such as ATM machines, cash deposit machines, cheque deposit machines, and their functions also improved to serve walk-in customer. These machines are being built in a way with less error, more accurate and less time to spend and they can work consistently. Many retailing banks are taking steps to improve their quality to retain and capture more customers. Banks branches are operating in many shopping mall and retail stores nowadays. All these changes are made to achieve customers’ satisfaction, sustain, maintain and retain customers’ patronage and loyalty for long run business relationshipFurthermore, the results of the research suggest that there is no significant positive relationship between the empathy and customer satisfaction. Although most of the customers would like to use the new facilities in the bank, there are still groups of people who prefer one on one and face- to-face services by the banks. Apart from that, there are chances that customers are forced to resort to the conventional way of queuing during banking hours. They have no other alternative, but to make personal contact with the banks’ staff each time the ATM machines go 'out of service' (due to maintenance or power failure).By human nature, people tend to expect empathy and respect from someone who they wish to deal with. Technology provides the platform to mitigate the problem of workloads and error, provide a more efficient and quicker problem solving solution. Yet, the banks should maintain and improve the empathy skill since personal contact is still very important in direct marketing.Lastly, Responsiveness is the timely reaction towards the customers' needs. The study further reveals that responsiveness has relationship, but no significant effect on customer satisfaction. We can conclude that responsiveness is a need in providing quality service, but not a must. Once again, this result shows that the banks’ customers prefer to deal with the machines rather than human being. Machines are made to have a shorter response time compare to human beings, while human responsiveness sometimes can be affected by emotion, which cause low productivity. Customers understand that machines can sometimes break down, but cannot accept not being responded to on time by the banks’ staff. These are some of the differences in customers’ perception of banking services while dealing with machines and human beings.
đang được dịch, vui lòng đợi..