Measuring customer engagement and service quality : a case study of Siam Commercial Bank (SCB), Thailand | |
| Author | Serrao, Sharita Violet |
| Call Number | AIT Proj. no.SM-05-12 |
| Subject(s) | Siam Commercial Bank Banks and banking--Customer services |
| Note | A project study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | In recent years Retail Banking is under considerable pressure on a number of fronts due to factors such as slow growth outlook for traditional banking products and emergence of non-bank competitors. As a result growth and profitability are likely to be lower and consumers are likely to regard banks to be less important financial service providers. Attention to service quality may, however, be a key factor in arresting a potential decline in market share and achieving increased customer retention. Also, homogeneity of retail banking products forces customer service quality to emerge as a principal factor to be analyzed in competitive strategies. Siam Commercial Bank, Thailand (SCB), is one of the largest Commercial Banks of the country and under its vision 'to be the Bank of Choice for our customers, shareholders, and employees', Siam Commercial Bank is committed to continuous development. SCB aims to achieve international standards through innovation, service enhancement and operational efficiency. Through this study we try to understand and analyze SCB's practices with regard to measuring of customer engagement and service quality, so as to achieve its vision and bring about service enhancement to provide the highest possible customer satisfaction for each individual group of customers. Among the various methods of service quality assessment and measurement used by SCB at present, the focus of this study is on the Gallup Telephone Survey which SCB is conducting. We try to understand how and why this survey was initiated, how it is designed, conducted and how effectively the information obtained through the survey is utilized. The broad objective of the study is to understand the latest development in measurement of service quality in the Banking Industry in Thailand. We follow the strategy of understanding the practices of SCB and relate the same to industry best practices. We finally point out observations and lessons learnt through the study and make certain recommendations for improvement in SCB's practice. |
| Year | 2005 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Do Ba Khang; |
| Examination Committee(s) | Sununta Siengthai;Singha Chiamsiri; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2005 |