OngDissertationDefensePPT - PERCEIVED SERVICE QUALITY,...

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PERCEIVED SERVICE QUALITY, EMPHASIZING EMPATHY OF SERVICE PROVIDERS AND RETENTION OF CUSTOMERS IN A COMMERCIAL BANK IN BANGKOK, THAILAND Chaiyaset Promsri Dissertation Defense Doctor of Philosophy Lynn University
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How is this picture related to Empathy? Put yourself in someone's shoes
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Introduction to the Problem This problem was about the retention of customers in a commercial bank in Bangkok, Thailand. Measuring customer perception of empathy in banking service providers’ and examining its impact on customer retention has not been reported in the literature.
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Variables Independent Variables Service Quality Tangibles Reliability Responsiveness Assurance Empathy D e p e n d e n t V a r i a
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Purpose of Study To describe banking customers of the specific commercial bank headquarters in terms of socio- demographic characteristics, their perception of service quality of service providers, and customer retention. To examine the relationships between socio- demographic characteristics, their perceptions of service providers empathy compared with other service quality dimensions and customer retention.
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Purpose of Study (Continued) To examine the influence of customer socio- demographic characteristics and customer perceptions of service provider empathy compared with other service quality dimensions, in explaining customer retention, at the specific bank headquarters. To generate implications for emotional intelligence training in customer retention strategies in the specific commercial bank
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Key terms Empathy and other service quality dimensions were measured by 22-item of SERVQUAL instrument. Customer retention was measured by the Modified 12-item of Behavioral Intentions Battery and length of time banking. 9-item BIB was used for multiple regression analyses.
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Delimitations and Scope Service providers were limited to banking providers who worked at the counter on the first floor of the bank, and were responsible for service delivery of banking transactions such as deposit and withdrawal. Banking customers were able to read, write, and speak Thai language, and were 18 years or older. Descriptive statistics used a 12-Item Modified Behavioral Intentions Battery Inferential Statistics used a 9-Item Modified Behavioral Intentions Battery
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Literature Review Background Service quality may not help to distinguish one company from another in the same industry based on the type of industry (Cronin & Taylor, 1992). Therefore, the use of emotional intelligence competence to increase service quality is considered in many organizations including service companies. Emotional intelligence is important for a service industry, where service providers are needed to be adaptive and able to deal with difficult customers (Weitz, Castleberry, & Tanner, 2000).
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Literature Review (Con.) Major Concepts Reviewed Customer Satisfaction Customer Loyalty Customer Retention Service Quality Behavioral Intentions Emotional Intelligence Empathy
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Literature Review (Con.) Key Gaps
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OngDissertationDefensePPT - PERCEIVED SERVICE QUALITY,...

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