Management perception of service quality and customer satisfaction. Case: Concierge Service of the Bank X.
Pivovarova, Veronika (2016)
Pivovarova, Veronika
Haaga-Helia ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605188445
https://urn.fi/URN:NBN:fi:amk-201605188445
Tiivistelmä
This Bachelor’s thesis discusses the managerial view on the service quality and its relation to customer satisfaction in a case company. The objective of the study was to find ways to improve the service quality in the case department so that to strengthen its customers’ satisfaction. The study was implemented for a commissioning party Bank X and its Concierge Service department. The commissioning party is located in Saint Petersburg, Russia.
The study comprises the theoretical background and the empirical part. The theoretical part reviews such concepts as service quality, customer experience, customer satisfaction and loyalty in the second chapter, as well as the concept of affluent customer in Russia in the third chapter. Service quality and the following topics are discussed due to their relevance and importance to the concept and the function of the Concierge Service within the Bank X. The concept of the affluent customer in Russia is studied as the affluent clients are the primary target group of the Concierge Service in the Bank X, and the understanding of the client specifics is essential in this case.
The research methods used in the study were qualitative, such as observation, the application of the company’s internal documentation and personal interviews. Interviewing was the primarily important research method in the study. The research was implemented from the managerial perspective, so the key representatives of the company were interviewed.
The empirical part presents the results from the research and the recommendations (development opportunities) for the client party. The Concierge Service department aims to ensure the clients’ satisfaction with the service quality, so that to strengthen their loyalty to the Bank X. The Concierge Service’s competitive advantage over its industry competitors is in the fact that it is able to quickly deliver highly customized and personalized service to its clients. The understanding of every client’s lifestyle, needs, perceptions and expectations is the key to success and customer satisfaction. The recommendations for the Concierge Service include taking expansion opportunities; optimization of the service tangibles; mobile application development; ensuring continuous employees’ and managers’ expertise development and gaining expertise in new service order areas.
The study comprises the theoretical background and the empirical part. The theoretical part reviews such concepts as service quality, customer experience, customer satisfaction and loyalty in the second chapter, as well as the concept of affluent customer in Russia in the third chapter. Service quality and the following topics are discussed due to their relevance and importance to the concept and the function of the Concierge Service within the Bank X. The concept of the affluent customer in Russia is studied as the affluent clients are the primary target group of the Concierge Service in the Bank X, and the understanding of the client specifics is essential in this case.
The research methods used in the study were qualitative, such as observation, the application of the company’s internal documentation and personal interviews. Interviewing was the primarily important research method in the study. The research was implemented from the managerial perspective, so the key representatives of the company were interviewed.
The empirical part presents the results from the research and the recommendations (development opportunities) for the client party. The Concierge Service department aims to ensure the clients’ satisfaction with the service quality, so that to strengthen their loyalty to the Bank X. The Concierge Service’s competitive advantage over its industry competitors is in the fact that it is able to quickly deliver highly customized and personalized service to its clients. The understanding of every client’s lifestyle, needs, perceptions and expectations is the key to success and customer satisfaction. The recommendations for the Concierge Service include taking expansion opportunities; optimization of the service tangibles; mobile application development; ensuring continuous employees’ and managers’ expertise development and gaining expertise in new service order areas.