Abstract
Customer services and technology used in today's business are subjected to continuous improvement in a pursuit to enhance work performance and customer satisfaction. The purpose of this study is to determine the most important dimension of customer satisfaction perceived by three different groups of participants in financial institutions: college students, employees, and retired individuals. The study used online questionnaire in data collection with 126 respondents from the University of Central Missouri community. The results indicated that reliability was the most important dimension of customer satisfaction. Other important dimensions were responsiveness, security, and credibility. One-way Analysis of Variance and SPSS 21.0 was utilized as a statistical tool to determine the relationship among variables. With alpha 0.05 level, the hypotheses testing showed that there was no significant difference in the most important dimension of customer satisfaction between genders and between different groups of participants. This study recommended that the research in customer satisfaction and technology used in financial institutions must be on-going process with emphasis on long-term relationship with their customers.
Highlights
Customer service is an important element for the manufactory industry, and for the service industry
The purpose of this study was to determine the most important customer service dimensions of financial institutions perceived by three groups of customers: college students, employees, and retired individuals
H1: There is no significant difference in the most important dimension of customer satisfaction between college students, employees, and retired individuals
Summary
Customer service is an important element for the manufactory industry, and for the service industry. Financial institutions need their customers in order to stay in business. An organization can bring a customer to the firm, but to retain the client is the most delicate job for any kind of business. In a study made by J.D Power and Associates “9.6 percent of customers in 2012 indicate they switched their primary banking institution during the past year to a new provider. This is up from 8.7 percent in 2011 and 7.7 percent in 2010” [1] (para). In the recent years more and more financial institutions have started to take closer attention to their customer services
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