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Customer Satisfaction and Preferences in Banking Industry: An Empirical Investigation on Public Sector Employees

Farzila, Md Zuki (2009) Customer Satisfaction and Preferences in Banking Industry: An Empirical Investigation on Public Sector Employees. Masters thesis, Universiti Utara Malaysia.

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Abstract

The purpose of this study is to examine customer preferences in banking industry. Bank customers from the public sector were surveyed using a questionnaire. A total of 153 public sector employees provided the data for the study. Results show that the independent variables are associated with customer satisfactions. Public sector employees choose Bank Rakyat as their first choice bank in terms of customer satisfaction and preferences.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Customer Satisfaction, Banking, Public Sector Employees
Subjects: H Social Sciences > HF Commerce. > HF5415.33 Consumer Behavior.
Divisions: College of Business (COB)
Depositing User: Mr Husni Ismail
Date Deposited: 08 Apr 2010 02:25
Last Modified: 24 Jul 2013 12:12
URI: http://etd.uum.edu.my/id/eprint/1691

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