Professional Documents
Culture Documents
COMMERCIAL
BANKS
CUSTOMER
SATISFACTION
SURVEY
2012
RESULTS
February 2013
CONTENTS
1. Background to the 2012 survey
2. Demographics
3. Service quality
4. Customer satisfaction
5. Customer loyalty
6. Conclusion
1. BACKGROUND TO
THE 2012 SURVEY
The aim of this survey:
To measure
the service quality of,
the customer satisfaction with, and
loyalty towards
the commercial banks in Aruba
The target population of the study:
Any individual above 18 years who has a deposit account, a loan account, or a
person who makes use of bank services.
The convenience sampling was used, which involves selecting sample units on
the basis of how easily accessible they are and are very common in research.
A sample size of 600 was targeted and 607 questionnaires were completed
and returned.
1. BACKGROUND TO
THE 2012 SURVEY
Development of the questionnaire
1.
2.
Collection period
2. DEMOGRAPHICS
18-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-65
65+
Total
1
2
3
4
Total
361
212
32
2
607
59.5
34.9
5.3
.3
100.0
59.5
34.9
5.3
.3
100.0
59.5
94.4
99.7
100.0
Male
Female
Total
2. DEMOGRAPHICS
Savings account
No
Yes
Total
240
367
607
Percent
39.5
60.5
100.0
39.5
60.5
100.0
39.5
100.0
Frequency
No
Yes
Total
Current account
Frequency
No
Yes
Total
40
567
607
Percent
6.6
93.4
100.0
Valid Cumulative
Percent
Percent
6.6
93.4
100.0
6.6
100.0
Time deposits
Frequency
No
Yes
Total
571
36
607
Percent
94.1
5.9
100.0
Valid Cumulative
Percent
Percent
94.1
5.9
100.0
94.1
100.0
Frequency
460
147
607
Percent
75.8
24.2
100.0
Percent
490
80.7
117
19.3
607
100.0
Housing mortgage
Frequency
No
Yes
Total
492
115
607
Percent
81.1
18.9
100.0
Valid Cumulative
Percent
Percent
71.5
28.5
100.0
71.5
100.0
Valid Cumulative
Percent
Percent
80.7
19.3
100.0
80.7
100.0
Valid Cumulative
Percent
Percent
81.1
18.9
100.0
81.1
100.0
Other loans
Personal loans
No
Yes
Total
434
71.5
173
28.5
607
100.0
Car loans
Frequency
No
Yes
Total
Percent
Valid Cumulative
Percent
Percent
75.8
24.2
100.0
75.8
100.0
Frequency
No
Yes
Total
573
34
607
Percent
94.4
5.6
100.0
Valid Cumulative
Percent
Percent
94.4
5.6
100.0
94.4
100.0
Frequency
Credit cards
Valid Cumulative
Percent
Percent
Missing
Not applicable
Disagree strongly=1
Disagree=2
Tend to disagree=3
Neutral=4
Tend to agree=5
Agree=6
Agree strongly=7
60
54.2
Mean: 5.87
Mean: 5.08
50
Mean: 5.91
Mean: 5.29
43.0
42.5
Mean: 5.10
40
In percent
36.4
30
25.0
21.9
21.7
21.1
20
15.3
12.5
7.9
5.8
0.3 0.3
0
Question 1
Disagree strongly
2.0 2.0
Question 2
Disagree
Tend to disagree
7.4
5.4 5.4
3.5
Question 3
Question 4
Tend to agree
6.9
1.0 1.8
0.8
Neutral
10.2
9.9
5.8
2.0
15.2
13.2
11.7
11.4
10
0.7 0.8 1.0
14.3
Agree
0.2
Question 5
Agree strongly
Missing
3. SERVICE QUALITYRELIABILITY
60
54.9
50.1
49.1
50
Mean: 5.62
Mean: 5.94
Mean: 5.64
30
25.0
20
17.1
18.9
16.5
17.8
11.4
10
8.1
7.9
.5
2.0
3.3
1.0
1.8
2.1
.8
1.5
1.2
3.1
2.1
0
6. When my bank promises to do something by a
certain time, it does so.
Disagree strongly
Disagree
Tend to disagree
Neutral
Tend to agree
Agree strongly
Missing
In percent
40
3. SERVICE QUALITYRESPONSIVENESS
60.0
55.8
52.6
52.1
48.4
50.0
Mean: 5.68
Mean: 5.83
Mean: 5.59
Mean: 5.64
30.0
20.9
20.0
20.8
19.6
16.5
15.8
13.8
10.0
7.1
2.3
.0
0.2
0.5 1.0
Disagree
0.2
1.2
2.6
0.2 1.0
16.0
7.2
5.4
4.1
16.5
Neutral
0.5
1.5
3.5
3.0
2.3
4.3 4.6
0.5
0.2
11. When I have a problem, my bank 12. Bank employees always have the
shows sincere interest in solving it
time to provide service
Tend to agree
Agree
Agree strongly
Missing
Not applicable
In percent
40.0
3. SERVICE QUALITYCOURTESY
13. Customer representatives are
friendly and well-behaved
60
60
60
54.6
Mean: 5.58
40
40
30
24.5
Mean: 5.93
48.1
46.0
40
30
18.9
20
20
50
In percent
50
In percent
30
20.5
17.3
20
17.2
13.9
9.4
10
10
4.1
0
0.2
1.0
4.0
1.7
10.8
10
0.7
Agree
Agree
strongly
3.0
1.6
0.2
2.3
10
In percent
Mean: 5.93
50
3. SERVICE QUALITYEMPATHY
60
56.8
54.2
53.2
Mean: 5.25
50
Mean: 5.97
Mean: 6.02
Mean: 4.81
Mean: 5.94
40.5
In percent
40
32.8
30
28.0
20
26.7
25.7
25.2
17.8
13.3
15.2
10.0
10
4.4
6.6
1.5
0
4.9
1.8
0.5 0.2 .3 1.0
8.7
9.2
7.9
4.4
3.0
0.5 0.2
.5
1.6
3.5
5.4
1.8
.3 1.2
2.0
0.2
Disagree
Tend to disagree
Neutral
Tend to agree
Agree
Agree strongly
Missing
Not applicable
3. SERVICE QUALITY
ELEMENTS
Mean
7
6
Tangibles
Overall
Service
Qualty
12
4. CUSTOMER
SATISFACTION
Mean
In percent
5.90
60
5.80
50
5.78
5.74
5.70
5.67
5.60
40
5.58
5.50
30
5.40
5.30
20
5.20
10
5.10
5.10
5.00
0
Disagree
Tend to
disagree
Neutral
Tend to
agree
Agree
Agree
strongly
13
Disagree
strongly
5. CUSTOMER LOYALTY
27. I recommend my bank to others
50
43.8
Mean: 5.57
50
11.0
13.5
33.9
25
20
11.4
4.4
1.0
2.3
1.0
Agree
Agree
strongly
Missing
4.0
35
35
26.5
19.3
13.5
12.5
15
12.7
2.6
0.2
Neutral
Tend to
agree
Agree
Agree
strongly
Missing
Agree
strongly
Missing
9.6
10
3.1
3.0
5
0
20
Not
applicable
Agree
.3
Agree Missing
Not
strongly
applicable
45
43.7
Mean: 5.60
40
35
27.7
18.8
17.8
9.4
9.7
25
21.3
20
13.7
15.5
10
3.8
30
15
10.5
5
0
10.0
7.1
25
10
4.6
Agree
2.1
4.1
Mean: 3.22
30
15
8.1
10
18.3
50
45
40
20
4.3
23.9
20
50
Mean: 4.44
25
24.7
25
30
30
15
9.7
40
35
30
15
Mean: 4.28
40
30.5
10
45
Mean: 2.42
In percent
20
10
In percent
In percent
22.9
In percent
In percent
30
45
35
35
15
50
45
40
25
In percent
40
50
45
Agree
2.3
Agree Missing
strongly
5
0
1.0
2.3
1.5
1.2
Agree
Agree Missing
strongly
6. CONCLUSION
Based on the outcome of the survey it can be
concluded that the commercial banks customers
were generally satisfied with the service given to
them, as 83.2 percent of the surveyed persons
stated to be, to some extent, satisfied customers.
When asked about the quality of the service, 84.5
percent of the respondents agreed up to a certain
extent with the service quality of the commercial
banks.
15