文献出处：Haq, W., & Muhammad, B. Customer satisfaction: A comparison of public and private banks of Pakistan. In Proceedings of the Sixth International Conference on Management Science and Engineering Management, 2013(9):515-523.
原文
Customer Satisfaction: A Comparison of Public and Private Banks of Pakistan
Waqarul Haq and Bakhtiar Muhammad
1 Introduction
Customer Satisfaction: is a measure of how products and services provide by any organization meet the expectations of a customer. It varies from person to person and service to service. A customer can be defined as a user or potential user of banking services. A customer would include an account holder, or a person carrying out casual business transactions with a bank. The efficiency of a banking sector depends upon how best it can deliver services to its target customers. In order to survive in this competitive environment and provide continual customer satisfaction, the banking services providers are required to frequently increase the quality of services. In banking business it is seen that only 5% increase in customer retention can extend 35% profitability.
2 Literature Review
2.1 Entrance of Technology
Private sector Banks seem to have satisfied its customers with good services and they have been successful in retaining their customers by providing better facilities than Public sector Banks. But, still Private Banks need to go a long way to become customer’s first preference. In an economy of innovative technologies and changing markets, each and every service quality variable has become important. New financial products and services have to be continuously introduced in order to stay competent and Private Banks need to concentrate more on their credit facilities and insurance services since customers do not have a very good opinion about these facilities being
offered by Private Banks also public sector banks enjoy the trust of the customers, which they have been leveraging to stay in the race however they need to improve their service quality by improving their physical facility, infrastructure and giving proper soft skill training to their employee.
In the banking sector it is necessary to increased adoption of technology to better meet customer requirements, improve efficiencies, reduce costs and ensure customer delight and it was the private sector and foreign banks which established the technological revolution in Indian banking and considering the fact that in the new economy, mind share leads to market share and mind share is influenced not only by the promotions and advertisements but more importantly on favorable customer perception which in turn is based on satisfaction with regard to products, services and interaction.
The entry of information technology into the banking industry has created a revolution and it has prompted commercial banks of India to design world-class customer service systems and practices, to meet the growing customer needs. It is interesting to note that the results are consistent with the previous studies conducted on customer service aspects, and it has been observed that the foreign and the new generation private sector banks are serving the customers better.
The private sector banks are providing more satisfied ATM services then public sector banks and the customer perception about Productivity, Security and Sensitivity, Cost Efficiency, Problem Handling, Compensation and Contact services related to ATM service is very less in both the public sector and privates sector banks, Therefore both kinds of banks should be aware about these facets of ATM service to improve customers’ satisfaction.
2.2 Customers Perceptions and Expectations
Quality expectation and the valuation of services received are slightly more in the private sector banks as compared with the public sector banks. The effects for tactic since sectarian differentiation become very blurry as a result of increasing correspondence between services and struggle from linked and additional industries. Service quality is one of main elements of customer satisfaction and their intention to
purchase. However, the customers of public and private sector banks different in terms of their perception of service quality. Private Banks have been observed to be higher on dimensions of service quality: effectiveness and convenient while, the nationalized banks are better on the dimensions of price and consistency.
Private bank customers are more satisfied with the services then public banks. Managers in the banking sector undertake significant efforts to conduct customer satisfaction surveys and it is appears that customers are saying that they expect good products and quality to their banks and that may the only thing important to them.
2.3 Image and Reputation of Banks
Some publicly owned banks are scoring well among customers but overall analysis shows that satisfaction rate in customers of private banks is much higher than public sector banks and people will continue the mortgage with private banks then public because they’re impressed by the level of honesty of private banks.
2.4 Performance of Banks
After the privatizations of state-owned banks, their performances in comparison with other banking groups have increased by 95%. The performance of private banks after privatization of state banks had significant reduces and this reduction indicates that the share of the market of newly privatized state-owned banks increased. Although the performance of privatized state banks after privatization has increased significantly.
The economic reforms and the entry of private players have cause nationalized banks to revamp their services and product portfolios to incorporate new, innovative customer-centric schemes. Nowadays, due to the rise in competition, customer satisfaction is considered to be the most important thing in retail services but there is no noteworthy difference in customer satisfaction of public sector and the private sector banks.
2.5 Price and Packages
Cheque deposits and cheque clearing are most common services used by customers, the charges levied by the bank on these services are higher in private and foreign banks then in nationalized banks. Their study also shows that the customers of
public banks were not much satisfied with the behavior of employee and infrastructure, while customers of private and foreign banks were not much satisfied with high charges, approachability and communication. They have also suggested that training on stress management and public dealing should be imparted to the employees of nationalized banks and nationalized banks need to improve their infrastructure and ambience to compete with private and foreign banks in India.
Credit cards have become a part of life. In recent years there was a lot of demand has been shown for credit cards and there is a lot of scope for credit cards business in India. The credit card holders consider eleven ’very important’ variables which “Satisfied” them are: Joining Fee, Annual fee, Minimum payment due, Cash with drawal possibility, Availability of ATMs, Life Insurance Cover, Card replacement fee, Air insurance, Baggage cover, lost card liability-after losing the card and lost card liability-before losing the card.
2.6 Location and Infrastructure
Good sites and suitable site of the branch are essential for bank branches for smooth operation of banking business. When the private banks were compared with public banks, all the private banks have excellent locations from business point of view compared to public banks in India and for providing better service to customers proper training should be given to the staff by the banks also public sector banks should invest and concentrate more on staff development where as private sector gives more priority on infrastructural aspects. The rigid policy of public banks creates more dissatisfaction among the customers while for private banks mostly the value of service is the key factor of satisfaction.
2.7 Quality of Customer Services
First dimension of customer satisfaction for nationalized banks is Service Orientation but, for private banks Service orientation appeared as second dimension and they focuses more on customer satisfaction and nationalized banks give more importance to Flexibility in Use of Services, Vision and Competency. Also customers of nationalized banks had not been given much importance by the executives. On the other hand customers of private banks had been offered these services right from the
beginning therefore, customers of private banks more satisfied.
The consumers of nationalized banks are more satisfied with service quality, than private banks and it’s required to ascertain the key success aspects in the industry, in terms of satisfaction of customers by keeping in view the growing market size and the strong competition.
The Private Banks came to existence within the last ten years with the objective of to limit the government intervention in banks and from since then they try hard to obtain customer satisfaction even after a short period of existence. According to a survey the result shows that private sector banks are more popular to obtain customer satisfaction than the public sector banks.
Satisfaction of customers is the most important forecaster of service quality of banking sector. Management of banks should confirm that the banking atmosphere should focus on quick and fair services to their customers. Public sector banks are contributing more credit facility to fishermen and farmers than private banks and the State Government announcement of giving the agricultural loan has given more satisfaction to the consumers of public banks.
The effort towards ease of banking and accessibility is preferred by the customer who is more seen in private banks then public and customer care and customer retention programs should take into consideration by public banks. In Kuwait Muslim customers are satisfied more with accessibility of ATM machines in multiple locations, funds safety, ease to use ATM machines and service quality provided, but the worse element which has been noticed in this study was that the interest rate on loans, which was the indicator of that the most of customer in Kuwait give more intention to loans. Service quality is an important feature of customer satisfaction in Indian banking industry irrespective of public sector and the private sector banks and Customer satisfaction is found to be strongly associated with propensity to recommend.
Some of the respondents choose the SBI bank is because the bank is proving more ATM facility to the customers and many of the respondents are saying the reason to choose the services of the SBI bank is because they are good in efficient customer service but many of the respondents are not aware of the many services
provided by the SBI bank. The few are deposit of cash in ATM, request for cheque book in ATM, end of the day balance in mobile, etc. While some of the respondents choose the ICICI bank is because the bank is more reliable to the customers and many of the respondents are saying the reason to choose the services of the ICICI bank is because they are good in efficient customer service and efficient complaint handling. So finally both the banks are competing equally with each other but SBI bank is little bit below the line in customer complaints handling when compared to ICICI bank. 3 Research Framework
A research framework has been developed to compare customer satisfaction among private and public sector banks of Pakistan which includes research methodology, research model and questionnaire.
3.1 Methodology
A method has been designed to meet the objectives of research. For this purpose a questionnaire has been adapted from three different research studies [6, 20, 21] and circulated in 5 different cities of Pakistan (Sukkur, Lahore, Islamabad, Rawalpindi and Peshawar). This questionnaire consists of two different parts. The first part is showing respondents personal data such as gender, bank type, income, age, qualification and the second part asked respondent to rate their satisfaction level to their bank from “strongly agree” to “strongly disagree” on such variables which lead to build strong relationship with customers such as prices, reliability, technology, customer service, location and infrastructure etc. This questionnaire was given to 500 different respondents out of which 351 questionnaires were returned. Most of these responses were conducted myself and rest through the help of friends and family. The research model can be shown.
3.2 Background of Respondents
The first part of this questionnaire was designed to collect personal information of respondents such as their gender, age, bank type, income and qualification and the investigation shows that 65% of the respondents are male and 35% are female of which, 42% of the respondents are having their account in public banks and 58% have their account in private banks. 72.6% respondents are from age group 18-25 years,
16.9% are from age group 26-33 years, 5.7% are from age group 34-41 years, 1.7% is from age group 42-50 years and 3.1% are from age group 51+ years. In terms of qualification only 0.6% are under matric, 1.6% have done matric, 4.4% respondents have done intermediate, 76.2% are graduated and 17% respondents are post graduated. In income segment 26% of the respondents having less than 20 thousand, 11.8% have 21-30 thousand, 18.5% earn 31 - 50 thousand, 33.5% earn 51-100K and only 10.2% of the respondents earn more than 100 thousand per month.
4 Conclusion
Above analysis shows that customer satisfaction vary according to the nature of the services and in this case, highest customer satisfaction is shown in such areas like price charged by banks is nominal, convenient location of bank branches and staff attitude toward problem solving of customers. When the private sector banks are compared with public sector banks, private bank customers were more satisfied with their bank because of their multiple branches at convenient locations and technology (like check deposit machines, utility bill accepting machines etc.) which were not even seen in public sector banks. But when we talk about public sector banks customers of public sector banks were more satisfied with reputation, reliability and the prices which public sector banks impose on services like cheque/cash deposit and cheque/cash withdraw (it has been shown that price charges are lower in public sector banks than in private sector). When we compare both types of banks in terms of customer care service, private sector banks are favored more than public sector banks. Although overall both public and private sector bank customers are satisfied with their banks but due to wide difference of response, both public and private sector banks should concentrate on their weak areas in order to meet their customer expectations and this study provides sort of guidelines to managers of banks to take suitable decisions to get more satisfied responses from their customers.
5 Limitations of the Study
Four limitations have been observed during this research. First, the research only focuses on public and private banks, other banks like Foreign and Micro financial institutions that also plays good role in Pakistani banking industry, has not been
included in this research. Second, a limited number of cities were covered in this research (Sukkur, Lahore, Islamabad, Rawalpindi and Peshawar only). Third, the sample size and actual respondent numbers were limited because of limited time period. Finally, permission to carry out study inside and outside banks has not been given so I had to reach respondents individually which has consumed a lot of time as well.
译文
客户满意度:巴基斯坦公共银行和私人银行的一个比较研究
哈克; 巴赫蒂亚尔
引言
客户满意度:可以用来衡量任何组织提供的产品和服务是否能满足客户的期望。它因人而异和因服务而异。客户可以定义为银行服务的一个用户或潜在的用户。客户包括账户持有人或在银行有业务往来的人。银行业的效率取决于如何最好地位目标客户提供服务。为了能够在竞争日益激烈的环境中生存，并提供持续的客户满意度，银行需要持续地提高其服务的质量。在银行业务中，只要客户维系增长5%，那么就可以获得35%的盈利。
2文献综述
2.1技术准入
私人银行似乎已经能够提供良好的服务，满足客户的期望，他们已成功地留住顾客，通过提供更好的设施，相比于公共部门银行。但是，私人银行要想成为客户的第一选择，仍然有很长的一段路要走。在技术不断创新的经济和不断变化的市场环境中，每一项服务质量都变得很重要。必须不断地推出新的金融产品和服务以保持竞争优势，私人银行的主管需要更多关注他们的信贷设施和保险服务，因为客户对于公共银行和私人银行都有的设施没有一个很好的意见，私人部门银行需要不断地提高他们的服务质量，改善基础设施，以及对给员工适当的进行软技能培训。（完整译文请到百度文库）
银行业有必要通过增加技术创新来更好地满足客户需求，提高效率，降低成本，确保私营部门和外资银行的客户能够满意银行的服务。通过促销和广告可以提高市场份额，但更重要的是基于客户满意度的，对产品、服务的良好的客户感知。
相比于公共部门银行，私营部门银行能够提供更满意的自动存取款ATM服务，和有关于安全性和敏感性、成本效率、问题处理、赔偿和服务联系的客户感知。这些服务在公共部门和私人部门银行都比较少，因此这两种类型的银行都应该意识到这些方面的ATM服务，以便提高客户的满意度。
信息技术的不断发展为银行业带来了一场革命，它促使印度的商业银行设计了世界一流的客户服务系统，以满足不断增长的客户需求。有趣的是，与以前的对客户服务方面进行的研究结果是一致的，而且研究结果表明，外国和新一代的私人部门银行能够更好地服务于客户。
2.2客户感知和期望
相比于公共部门银行，客户对私营部门银行的质量期望和服务是稍微较高点的。因为派系分化的影响，不同性质的银行间的策略变得非常模糊，其结果就是增加了不同性质银行之间服务的一致性。
服务质量是顾客满意度的主要元素之一，反映了他们的购买意图。然而，公共和私人部门银行的客户，有着不同的感知服务质量。私人银行致力于提供更好的服务质量、有效性和便捷性；而国有公共部门银行则专注于更好的价格和大众化服务。
在私人银行，客户能够获得更满意的服务质量，相比于公共银行的服务。银行业的经理承担着努力开展客户满意度调查的重大责任，对他们来说，客户满意于他们银行提供的产品和服务，这可能是最重要的。
2.3 银行的形象和声誉
对于一些国有银行，客户的评价都还不错，但是总体分析表明，在私人银行的客户满意度远远高于公共部门，客户将继续在私人银行进行抵押贷款，因为他们对私人银行的诚信水平更加信赖。
2.4 银行的绩效
国有银行私有化后，其绩效与其他银行集团相比增加了95%。而私人银行国
有化后的绩效则显著的降低，这表明，国有银行私有化后的市场份额会显著增加。
经济改革和私人银行的参与，导致国有银行改革他们的服务和产品组合，制定新的、创新的以客户为中心的计划。如今，由于竞争的增加，客户满意度被认为是最重要的事情，对于零售服务来说，但在公共部门和私营部门银行的客户满意度之间，并没有显著差异。
2.5服务手续价格
支票存款和支票结算是银行提供给客户的最多最常见的服务，在私人部门银行和外资银行，银行对这些服务的费用征收相比于国有化银行，是更高的。他们的研究还表明，公共银行的客户不满意银行员工的行为和银行的基础设施，而私人和外资银行的客户则不满意其服务费用高、不过其员工易接近和沟通。他们的研究还表明，压力管理培训以及如何与公众打交道等知识，应该传授给国有银行的员工，国有公众银行还需要改善基础设施和氛围，只有这样才能与私人和外资银行竞争。
信用卡已经成为生活的一部分。近年来已被证明，客户对这方面有很多需求，银行的信用卡和信用卡业务有很大的发展空间。信用卡持有者认为有11个“非常重要的”变量，它们是:加入费、年费、最低还款额、现金提款可能性、自动取款机的可用性、人寿保险、卡更换费用、航空保险、卡丢失的责任等。
2.6位置和基础设施
良好的网点和合适的分支银行的位置是必不可少的考虑因素，对于银行的分支机构银行业务的顺利运作来说。当私人银行与国有银行相比，所有的私人银行有良好的分支地点，从业务的角度相比，公共银行需要为客户提供更好的服务，以及给员工适当的培训，公共部门银行应该比私营部门更关注员工的发展，也要重点关注基础设施建设方面。公共银行的刚性政策导致了更多客户的不满，而对私人银行的服务满意度比较高的一个关键因素。
2.7客户服务质量
对国有化银行来说，客户满意度的第一维度是服务导向,但私人银行则会将服务导向作为第二维度，他们更关注于客户满意度，相比于国有化的银行来说，他们能够提供更多样、更灵活的服务。而国有化银行对客户也没有足够的重视。另一方面，私人银行的客户从一开始就可以享有这些服务，因此，私人银行的客
户更满意。
相比于国有化银行，私人银行的消费者更满意于其服务质量，这也是其成功的关键方面，在客户满意度方面能够保持竞争力，以应对市场的增长和强劲的市场竞争。
私人银行在过去十年内受到了政府的干预限制，从此后他们更加努力获得客户满意。据一项调查结果表明，私营部门银行比公共部门银行更受欢迎，获得更高的客户满意度。
顾客的满意是预测银行业的服务质量的最重要的标准。银行管理应意识到银行应该专注于快速的和公平的服务，提供给他们的客户。公共部门银行信贷安排给渔民和农民的贡献超过私人银行，国家政府也宣布给予农业贷款，也是公共银行的消费者满意度得以提高。
努力提高银行服务的便捷性是首选的要求，对于公共银行来说，更多顾客的愿意选择私人银行的最重要原因就是银行服务的便捷性，公众银行应考虑到这方面的因素。在科威特，穆斯林客户满意于在多个区域的可便捷访问的ATM机，资金安全，获得了更高的服务质量,但本研究中发现，更糟糕的是地方是贷款利率，在科威特的大多数客户希望银行能够提供更多的贷款。服务质量是顾客满意度的一个重要特性，银行业无论公共部门和私营部门银行，客户的满意都是很重要的。
一些受访者，之所以选择了国家银行银行，主要是因为国有公众银行能够提供更多的ATM设备，客户和许多受访者说，这是他们选择国家银行的理由，因为这样可以很好地提供高效的客户服务，但许多受访者都不知道国有银行有些服务不能提供。很少有ATM具备现金存款服务，支票在ATM上不能使用等。而一些的受访者选择ICICI私人银行是因为，银行更可靠，许多受访者表示之所以选择ICICI私人银行，是因为他们的服务高效，特别是在面对客户服务和高效的投诉处理方面。所以银行互相竞争的还有一个方面就是国有银行在客户投诉处理等方面相比于ICICI银行还不够好。
3研究框架
本文开发了一个研究框架，用来比较巴基斯坦私人银行和公共部门银行的客户满意度，包括研究方法、研究模型和问卷调查。
3.1研究方法
设计了一个研究来满足研究目标。为此问卷被改编自三个不同的研究，来源于巴基斯坦5个不同的城市 (苏库尔，拉合尔，伊斯兰堡，拉瓦尔品第和白沙瓦)。此问卷由两个不同的部分组成。第一部分显示了受访者的个人资料，如性别、银行类型、收入、年龄、资质；第二部分则现实了客户对银行评价的满意度水平，从“强烈同意”到“强烈不同意”，以及导致与客户建立稳固的关系的变量，如价格、可靠性、技术、客户服务、位置和基础设施等。此问卷给了500个不同的受访者，其中，收回有效问卷351份。大部分的问卷是受访者本人填写，还有一些则是朋友或家人写的。
3.2受访者的背景
此问卷的第一部分旨在收集受访者的个人信息，比如:他们的性别、年龄、银行类型、收入和资格，调查显示，65%的受访者都是男性，35%是女性，42%的受访者是公共账户银行客户，58%的人则是私人银行客户。72.6%受访者来自年龄在18 - 25岁之间，16.9%是年龄26-33岁之间，5.7%来自41岁，1.7%来自年龄组42-50岁，3.1%来自年龄组51岁多。只有0.6%是具备大学考试资格,1.6%是大学生，4.4%受访者处于两者之间，76.2%和17%受访者是大学毕业生。收入部分，26%的受访者有不到2万收入,11.8%有2 – 3万, 18.5%的是3 - 5万，以及33.5%的是5-10万，只有10.2%的受访者月收入在10万以上。
4结论
以上分析表明，客户满意度根据服务的性质不同而浮动，最高的客户满意度主要在于这些方面，银行名义上收取的费用，银行分支机构方便的区域位置和工作人员解决客户问题的态度。在私营部门银行，与公共部门银行相比，私人银行客户更满意于他们的银行，因为他们的多个分支机构都是建在方便的区域位置，以及银行使用的技术(如支票存款机、帐单接受机等等)，好于公共部门银行。但是，当我们谈论公共部门银行时，客户更满意于银行的声誉、可靠性和公共部门银行的服务费用，如支票/现金存款和支票/现金收回等手续费(研究部门，在公共部门银行的费用低于私营部门)。当我们比较两种类型的银行在客户关怀服务方面，私营部门银行比公共部门银行更加获得客户的青睐。虽然整体看，公共和私营部门银行的客户都满意于他们的银行，但公共和私营部门银行都应该专注于他
们的薄弱区域，以满足顾客的期望，本研究为银行管理者们提供了一些指导方针，以便银行管理者采取适当的决策，以不断提高客户服务水平。
5本文的不足及局限性
本文的研究有四个方面的局限性。首先，研究只侧重于公共和私人银行，对于其他银行，比如：外国和微型金融机构在巴基斯坦银行业也起到良好的作用,但是没有被纳入本研究中。第二，这项研究涉及的城市数量是有限的 (苏库尔,拉合尔,伊斯兰堡,拉瓦尔品第和白沙瓦)。第三，样本大小和实际被调查者人数有限，因为时间有限。最后，银行对我们的调查研究并没有完全开放，我们的调查多少受到限制，所以消耗了大量的时间。
文献出处：Haq, W., & Muhammad, B. Customer satisfaction: A comparison of public and private banks of Pakistan. In Proceedings of the Sixth International Conference on Management Science and Engineering Management, 2013(9):515-523.
原文
Customer Satisfaction: A Comparison of Public and Private Banks of Pakistan
Waqarul Haq and Bakhtiar Muhammad
1 Introduction
Customer Satisfaction: is a measure of how products and services provide by any organization meet the expectations of a customer. It varies from person to person and service to service. A customer can be defined as a user or potential user of banking services. A customer would include an account holder, or a person carrying out casual business transactions with a bank. The efficiency of a banking sector depends upon how best it can deliver services to its target customers. In order to survive in this competitive environment and provide continual customer satisfaction, the banking services providers are required to frequently increase the quality of services. In banking business it is seen that only 5% increase in customer retention can extend 35% profitability.
2 Literature Review
2.1 Entrance of Technology
Private sector Banks seem to have satisfied its customers with good services and they have been successful in retaining their customers by providing better facilities than Public sector Banks. But, still Private Banks need to go a long way to become customer’s first preference. In an economy of innovative technologies and changing markets, each and every service quality variable has become important. New financial products and services have to be continuously introduced in order to stay competent and Private Banks need to concentrate more on their credit facilities and insurance services since customers do not have a very good opinion about these facilities being
offered by Private Banks also public sector banks enjoy the trust of the customers, which they have been leveraging to stay in the race however they need to improve their service quality by improving their physical facility, infrastructure and giving proper soft skill training to their employee.
In the banking sector it is necessary to increased adoption of technology to better meet customer requirements, improve efficiencies, reduce costs and ensure customer delight and it was the private sector and foreign banks which established the technological revolution in Indian banking and considering the fact that in the new economy, mind share leads to market share and mind share is influenced not only by the promotions and advertisements but more importantly on favorable customer perception which in turn is based on satisfaction with regard to products, services and interaction.
The entry of information technology into the banking industry has created a revolution and it has prompted commercial banks of India to design world-class customer service systems and practices, to meet the growing customer needs. It is interesting to note that the results are consistent with the previous studies conducted on customer service aspects, and it has been observed that the foreign and the new generation private sector banks are serving the customers better.
The private sector banks are providing more satisfied ATM services then public sector banks and the customer perception about Productivity, Security and Sensitivity, Cost Efficiency, Problem Handling, Compensation and Contact services related to ATM service is very less in both the public sector and privates sector banks, Therefore both kinds of banks should be aware about these facets of ATM service to improve customers’ satisfaction.
2.2 Customers Perceptions and Expectations
Quality expectation and the valuation of services received are slightly more in the private sector banks as compared with the public sector banks. The effects for tactic since sectarian differentiation become very blurry as a result of increasing correspondence between services and struggle from linked and additional industries. Service quality is one of main elements of customer satisfaction and their intention to
purchase. However, the customers of public and private sector banks different in terms of their perception of service quality. Private Banks have been observed to be higher on dimensions of service quality: effectiveness and convenient while, the nationalized banks are better on the dimensions of price and consistency.
Private bank customers are more satisfied with the services then public banks. Managers in the banking sector undertake significant efforts to conduct customer satisfaction surveys and it is appears that customers are saying that they expect good products and quality to their banks and that may the only thing important to them.
2.3 Image and Reputation of Banks
Some publicly owned banks are scoring well among customers but overall analysis shows that satisfaction rate in customers of private banks is much higher than public sector banks and people will continue the mortgage with private banks then public because they’re impressed by the level of honesty of private banks.
2.4 Performance of Banks
After the privatizations of state-owned banks, their performances in comparison with other banking groups have increased by 95%. The performance of private banks after privatization of state banks had significant reduces and this reduction indicates that the share of the market of newly privatized state-owned banks increased. Although the performance of privatized state banks after privatization has increased significantly.
The economic reforms and the entry of private players have cause nationalized banks to revamp their services and product portfolios to incorporate new, innovative customer-centric schemes. Nowadays, due to the rise in competition, customer satisfaction is considered to be the most important thing in retail services but there is no noteworthy difference in customer satisfaction of public sector and the private sector banks.
2.5 Price and Packages
Cheque deposits and cheque clearing are most common services used by customers, the charges levied by the bank on these services are higher in private and foreign banks then in nationalized banks. Their study also shows that the customers of
public banks were not much satisfied with the behavior of employee and infrastructure, while customers of private and foreign banks were not much satisfied with high charges, approachability and communication. They have also suggested that training on stress management and public dealing should be imparted to the employees of nationalized banks and nationalized banks need to improve their infrastructure and ambience to compete with private and foreign banks in India.
Credit cards have become a part of life. In recent years there was a lot of demand has been shown for credit cards and there is a lot of scope for credit cards business in India. The credit card holders consider eleven ’very important’ variables which “Satisfied” them are: Joining Fee, Annual fee, Minimum payment due, Cash with drawal possibility, Availability of ATMs, Life Insurance Cover, Card replacement fee, Air insurance, Baggage cover, lost card liability-after losing the card and lost card liability-before losing the card.
2.6 Location and Infrastructure
Good sites and suitable site of the branch are essential for bank branches for smooth operation of banking business. When the private banks were compared with public banks, all the private banks have excellent locations from business point of view compared to public banks in India and for providing better service to customers proper training should be given to the staff by the banks also public sector banks should invest and concentrate more on staff development where as private sector gives more priority on infrastructural aspects. The rigid policy of public banks creates more dissatisfaction among the customers while for private banks mostly the value of service is the key factor of satisfaction.
2.7 Quality of Customer Services
First dimension of customer satisfaction for nationalized banks is Service Orientation but, for private banks Service orientation appeared as second dimension and they focuses more on customer satisfaction and nationalized banks give more importance to Flexibility in Use of Services, Vision and Competency. Also customers of nationalized banks had not been given much importance by the executives. On the other hand customers of private banks had been offered these services right from the
beginning therefore, customers of private banks more satisfied.
The consumers of nationalized banks are more satisfied with service quality, than private banks and it’s required to ascertain the key success aspects in the industry, in terms of satisfaction of customers by keeping in view the growing market size and the strong competition.
The Private Banks came to existence within the last ten years with the objective of to limit the government intervention in banks and from since then they try hard to obtain customer satisfaction even after a short period of existence. According to a survey the result shows that private sector banks are more popular to obtain customer satisfaction than the public sector banks.
Satisfaction of customers is the most important forecaster of service quality of banking sector. Management of banks should confirm that the banking atmosphere should focus on quick and fair services to their customers. Public sector banks are contributing more credit facility to fishermen and farmers than private banks and the State Government announcement of giving the agricultural loan has given more satisfaction to the consumers of public banks.
The effort towards ease of banking and accessibility is preferred by the customer who is more seen in private banks then public and customer care and customer retention programs should take into consideration by public banks. In Kuwait Muslim customers are satisfied more with accessibility of ATM machines in multiple locations, funds safety, ease to use ATM machines and service quality provided, but the worse element which has been noticed in this study was that the interest rate on loans, which was the indicator of that the most of customer in Kuwait give more intention to loans. Service quality is an important feature of customer satisfaction in Indian banking industry irrespective of public sector and the private sector banks and Customer satisfaction is found to be strongly associated with propensity to recommend.
Some of the respondents choose the SBI bank is because the bank is proving more ATM facility to the customers and many of the respondents are saying the reason to choose the services of the SBI bank is because they are good in efficient customer service but many of the respondents are not aware of the many services
provided by the SBI bank. The few are deposit of cash in ATM, request for cheque book in ATM, end of the day balance in mobile, etc. While some of the respondents choose the ICICI bank is because the bank is more reliable to the customers and many of the respondents are saying the reason to choose the services of the ICICI bank is because they are good in efficient customer service and efficient complaint handling. So finally both the banks are competing equally with each other but SBI bank is little bit below the line in customer complaints handling when compared to ICICI bank. 3 Research Framework
A research framework has been developed to compare customer satisfaction among private and public sector banks of Pakistan which includes research methodology, research model and questionnaire.
3.1 Methodology
A method has been designed to meet the objectives of research. For this purpose a questionnaire has been adapted from three different research studies [6, 20, 21] and circulated in 5 different cities of Pakistan (Sukkur, Lahore, Islamabad, Rawalpindi and Peshawar). This questionnaire consists of two different parts. The first part is showing respondents personal data such as gender, bank type, income, age, qualification and the second part asked respondent to rate their satisfaction level to their bank from “strongly agree” to “strongly disagree” on such variables which lead to build strong relationship with customers such as prices, reliability, technology, customer service, location and infrastructure etc. This questionnaire was given to 500 different respondents out of which 351 questionnaires were returned. Most of these responses were conducted myself and rest through the help of friends and family. The research model can be shown.
3.2 Background of Respondents
The first part of this questionnaire was designed to collect personal information of respondents such as their gender, age, bank type, income and qualification and the investigation shows that 65% of the respondents are male and 35% are female of which, 42% of the respondents are having their account in public banks and 58% have their account in private banks. 72.6% respondents are from age group 18-25 years,
16.9% are from age group 26-33 years, 5.7% are from age group 34-41 years, 1.7% is from age group 42-50 years and 3.1% are from age group 51+ years. In terms of qualification only 0.6% are under matric, 1.6% have done matric, 4.4% respondents have done intermediate, 76.2% are graduated and 17% respondents are post graduated. In income segment 26% of the respondents having less than 20 thousand, 11.8% have 21-30 thousand, 18.5% earn 31 - 50 thousand, 33.5% earn 51-100K and only 10.2% of the respondents earn more than 100 thousand per month.
4 Conclusion
Above analysis shows that customer satisfaction vary according to the nature of the services and in this case, highest customer satisfaction is shown in such areas like price charged by banks is nominal, convenient location of bank branches and staff attitude toward problem solving of customers. When the private sector banks are compared with public sector banks, private bank customers were more satisfied with their bank because of their multiple branches at convenient locations and technology (like check deposit machines, utility bill accepting machines etc.) which were not even seen in public sector banks. But when we talk about public sector banks customers of public sector banks were more satisfied with reputation, reliability and the prices which public sector banks impose on services like cheque/cash deposit and cheque/cash withdraw (it has been shown that price charges are lower in public sector banks than in private sector). When we compare both types of banks in terms of customer care service, private sector banks are favored more than public sector banks. Although overall both public and private sector bank customers are satisfied with their banks but due to wide difference of response, both public and private sector banks should concentrate on their weak areas in order to meet their customer expectations and this study provides sort of guidelines to managers of banks to take suitable decisions to get more satisfied responses from their customers.
5 Limitations of the Study
Four limitations have been observed during this research. First, the research only focuses on public and private banks, other banks like Foreign and Micro financial institutions that also plays good role in Pakistani banking industry, has not been
included in this research. Second, a limited number of cities were covered in this research (Sukkur, Lahore, Islamabad, Rawalpindi and Peshawar only). Third, the sample size and actual respondent numbers were limited because of limited time period. Finally, permission to carry out study inside and outside banks has not been given so I had to reach respondents individually which has consumed a lot of time as well.
译文
客户满意度:巴基斯坦公共银行和私人银行的一个比较研究
哈克; 巴赫蒂亚尔
引言
客户满意度:可以用来衡量任何组织提供的产品和服务是否能满足客户的期望。它因人而异和因服务而异。客户可以定义为银行服务的一个用户或潜在的用户。客户包括账户持有人或在银行有业务往来的人。银行业的效率取决于如何最好地位目标客户提供服务。为了能够在竞争日益激烈的环境中生存，并提供持续的客户满意度，银行需要持续地提高其服务的质量。在银行业务中，只要客户维系增长5%，那么就可以获得35%的盈利。
2文献综述
2.1技术准入
私人银行似乎已经能够提供良好的服务，满足客户的期望，他们已成功地留住顾客，通过提供更好的设施，相比于公共部门银行。但是，私人银行要想成为客户的第一选择，仍然有很长的一段路要走。在技术不断创新的经济和不断变化的市场环境中，每一项服务质量都变得很重要。必须不断地推出新的金融产品和服务以保持竞争优势，私人银行的主管需要更多关注他们的信贷设施和保险服务，因为客户对于公共银行和私人银行都有的设施没有一个很好的意见，私人部门银行需要不断地提高他们的服务质量，改善基础设施，以及对给员工适当的进行软技能培训。（完整译文请到百度文库）
银行业有必要通过增加技术创新来更好地满足客户需求，提高效率，降低成本，确保私营部门和外资银行的客户能够满意银行的服务。通过促销和广告可以提高市场份额，但更重要的是基于客户满意度的，对产品、服务的良好的客户感知。
相比于公共部门银行，私营部门银行能够提供更满意的自动存取款ATM服务，和有关于安全性和敏感性、成本效率、问题处理、赔偿和服务联系的客户感知。这些服务在公共部门和私人部门银行都比较少，因此这两种类型的银行都应该意识到这些方面的ATM服务，以便提高客户的满意度。
信息技术的不断发展为银行业带来了一场革命，它促使印度的商业银行设计了世界一流的客户服务系统，以满足不断增长的客户需求。有趣的是，与以前的对客户服务方面进行的研究结果是一致的，而且研究结果表明，外国和新一代的私人部门银行能够更好地服务于客户。
2.2客户感知和期望
相比于公共部门银行，客户对私营部门银行的质量期望和服务是稍微较高点的。因为派系分化的影响，不同性质的银行间的策略变得非常模糊，其结果就是增加了不同性质银行之间服务的一致性。
服务质量是顾客满意度的主要元素之一，反映了他们的购买意图。然而，公共和私人部门银行的客户，有着不同的感知服务质量。私人银行致力于提供更好的服务质量、有效性和便捷性；而国有公共部门银行则专注于更好的价格和大众化服务。
在私人银行，客户能够获得更满意的服务质量，相比于公共银行的服务。银行业的经理承担着努力开展客户满意度调查的重大责任，对他们来说，客户满意于他们银行提供的产品和服务，这可能是最重要的。
2.3 银行的形象和声誉
对于一些国有银行，客户的评价都还不错，但是总体分析表明，在私人银行的客户满意度远远高于公共部门，客户将继续在私人银行进行抵押贷款，因为他们对私人银行的诚信水平更加信赖。
2.4 银行的绩效
国有银行私有化后，其绩效与其他银行集团相比增加了95%。而私人银行国
有化后的绩效则显著的降低，这表明，国有银行私有化后的市场份额会显著增加。
经济改革和私人银行的参与，导致国有银行改革他们的服务和产品组合，制定新的、创新的以客户为中心的计划。如今，由于竞争的增加，客户满意度被认为是最重要的事情，对于零售服务来说，但在公共部门和私营部门银行的客户满意度之间，并没有显著差异。
2.5服务手续价格
支票存款和支票结算是银行提供给客户的最多最常见的服务，在私人部门银行和外资银行，银行对这些服务的费用征收相比于国有化银行，是更高的。他们的研究还表明，公共银行的客户不满意银行员工的行为和银行的基础设施，而私人和外资银行的客户则不满意其服务费用高、不过其员工易接近和沟通。他们的研究还表明，压力管理培训以及如何与公众打交道等知识，应该传授给国有银行的员工，国有公众银行还需要改善基础设施和氛围，只有这样才能与私人和外资银行竞争。
信用卡已经成为生活的一部分。近年来已被证明，客户对这方面有很多需求，银行的信用卡和信用卡业务有很大的发展空间。信用卡持有者认为有11个“非常重要的”变量，它们是:加入费、年费、最低还款额、现金提款可能性、自动取款机的可用性、人寿保险、卡更换费用、航空保险、卡丢失的责任等。
2.6位置和基础设施
良好的网点和合适的分支银行的位置是必不可少的考虑因素，对于银行的分支机构银行业务的顺利运作来说。当私人银行与国有银行相比，所有的私人银行有良好的分支地点，从业务的角度相比，公共银行需要为客户提供更好的服务，以及给员工适当的培训，公共部门银行应该比私营部门更关注员工的发展，也要重点关注基础设施建设方面。公共银行的刚性政策导致了更多客户的不满，而对私人银行的服务满意度比较高的一个关键因素。
2.7客户服务质量
对国有化银行来说，客户满意度的第一维度是服务导向,但私人银行则会将服务导向作为第二维度，他们更关注于客户满意度，相比于国有化的银行来说，他们能够提供更多样、更灵活的服务。而国有化银行对客户也没有足够的重视。另一方面，私人银行的客户从一开始就可以享有这些服务，因此，私人银行的客
户更满意。
相比于国有化银行，私人银行的消费者更满意于其服务质量，这也是其成功的关键方面，在客户满意度方面能够保持竞争力，以应对市场的增长和强劲的市场竞争。
私人银行在过去十年内受到了政府的干预限制，从此后他们更加努力获得客户满意。据一项调查结果表明，私营部门银行比公共部门银行更受欢迎，获得更高的客户满意度。
顾客的满意是预测银行业的服务质量的最重要的标准。银行管理应意识到银行应该专注于快速的和公平的服务，提供给他们的客户。公共部门银行信贷安排给渔民和农民的贡献超过私人银行，国家政府也宣布给予农业贷款，也是公共银行的消费者满意度得以提高。
努力提高银行服务的便捷性是首选的要求，对于公共银行来说，更多顾客的愿意选择私人银行的最重要原因就是银行服务的便捷性，公众银行应考虑到这方面的因素。在科威特，穆斯林客户满意于在多个区域的可便捷访问的ATM机，资金安全，获得了更高的服务质量,但本研究中发现，更糟糕的是地方是贷款利率，在科威特的大多数客户希望银行能够提供更多的贷款。服务质量是顾客满意度的一个重要特性，银行业无论公共部门和私营部门银行，客户的满意都是很重要的。
一些受访者，之所以选择了国家银行银行，主要是因为国有公众银行能够提供更多的ATM设备，客户和许多受访者说，这是他们选择国家银行的理由，因为这样可以很好地提供高效的客户服务，但许多受访者都不知道国有银行有些服务不能提供。很少有ATM具备现金存款服务，支票在ATM上不能使用等。而一些的受访者选择ICICI私人银行是因为，银行更可靠，许多受访者表示之所以选择ICICI私人银行，是因为他们的服务高效，特别是在面对客户服务和高效的投诉处理方面。所以银行互相竞争的还有一个方面就是国有银行在客户投诉处理等方面相比于ICICI银行还不够好。
3研究框架
本文开发了一个研究框架，用来比较巴基斯坦私人银行和公共部门银行的客户满意度，包括研究方法、研究模型和问卷调查。
3.1研究方法
设计了一个研究来满足研究目标。为此问卷被改编自三个不同的研究，来源于巴基斯坦5个不同的城市 (苏库尔，拉合尔，伊斯兰堡，拉瓦尔品第和白沙瓦)。此问卷由两个不同的部分组成。第一部分显示了受访者的个人资料，如性别、银行类型、收入、年龄、资质；第二部分则现实了客户对银行评价的满意度水平，从“强烈同意”到“强烈不同意”，以及导致与客户建立稳固的关系的变量，如价格、可靠性、技术、客户服务、位置和基础设施等。此问卷给了500个不同的受访者，其中，收回有效问卷351份。大部分的问卷是受访者本人填写，还有一些则是朋友或家人写的。
3.2受访者的背景
此问卷的第一部分旨在收集受访者的个人信息，比如:他们的性别、年龄、银行类型、收入和资格，调查显示，65%的受访者都是男性，35%是女性，42%的受访者是公共账户银行客户，58%的人则是私人银行客户。72.6%受访者来自年龄在18 - 25岁之间，16.9%是年龄26-33岁之间，5.7%来自41岁，1.7%来自年龄组42-50岁，3.1%来自年龄组51岁多。只有0.6%是具备大学考试资格,1.6%是大学生，4.4%受访者处于两者之间，76.2%和17%受访者是大学毕业生。收入部分，26%的受访者有不到2万收入,11.8%有2 – 3万, 18.5%的是3 - 5万，以及33.5%的是5-10万，只有10.2%的受访者月收入在10万以上。
4结论
以上分析表明，客户满意度根据服务的性质不同而浮动，最高的客户满意度主要在于这些方面，银行名义上收取的费用，银行分支机构方便的区域位置和工作人员解决客户问题的态度。在私营部门银行，与公共部门银行相比，私人银行客户更满意于他们的银行，因为他们的多个分支机构都是建在方便的区域位置，以及银行使用的技术(如支票存款机、帐单接受机等等)，好于公共部门银行。但是，当我们谈论公共部门银行时，客户更满意于银行的声誉、可靠性和公共部门银行的服务费用，如支票/现金存款和支票/现金收回等手续费(研究部门，在公共部门银行的费用低于私营部门)。当我们比较两种类型的银行在客户关怀服务方面，私营部门银行比公共部门银行更加获得客户的青睐。虽然整体看，公共和私营部门银行的客户都满意于他们的银行，但公共和私营部门银行都应该专注于他
们的薄弱区域，以满足顾客的期望，本研究为银行管理者们提供了一些指导方针，以便银行管理者采取适当的决策，以不断提高客户服务水平。
5本文的不足及局限性
本文的研究有四个方面的局限性。首先，研究只侧重于公共和私人银行，对于其他银行，比如：外国和微型金融机构在巴基斯坦银行业也起到良好的作用,但是没有被纳入本研究中。第二，这项研究涉及的城市数量是有限的 (苏库尔,拉合尔,伊斯兰堡,拉瓦尔品第和白沙瓦)。第三，样本大小和实际被调查者人数有限，因为时间有限。最后，银行对我们的调查研究并没有完全开放，我们的调查多少受到限制，所以消耗了大量的时间。