Customer Satisfaction in 1004 Bbva's Branch

Introduction

All of the service businesses are willing to improve their service quality in order to satisfy its customers. This is particularly important, nowadays, in the bank industry. Satisfaction is a very important concern for both customers and organisations, including Banks. It is, though a subjective concept, that has been defined in many different ways. Bitner and Hubbert (1994) defined customer satisfaction as the result of customers’ assessment of a service based on a comparison of their perceptions of service delivery with their prior expectations. Different customers have different expectations, based on their knowledge of a product or service (Reisig & Chandek, 2001). The more satisfied the customers are, the more likely they would be to use the service again and recommend it to others. According to Stafford (1996), due to the fact that banks sell undifferentiated products, the only effective tool they can use to survive in the market is the quality of service. Quality is the meeting of the needs and expectations of customers, (Parasuraman et al. 1991).

Literature Review

The Bank
Banco Bilbao Vizcaya Argentaria, S.A. (BBVA) is a multinational Spanish banking group. BBVA is the second largest bank in Spain and 7th largest financial institution in the Western world.
BBVA’s branch 1004 is a retail location of BBVA, in Barcelona, in c/Rambla Catalunya 98. The branch offers a wide array of face-to-face and automated services to its customers.
Services provided by the branch include cash withdrawals and deposits from a demand account with a bank teller, financial advice through a specialist, safe deposit box rentals, bureau de change, insurance sales, etc. It also provides automated teller machines, telephone and online banking.
Most of the staff working in the branch are front line staff, which have direct contact with the client, either by phone or face-to-face. Front office personnel include: bank manager, bank tellers,...