1.0 Executive Summary (340 words)
Banks are one of the most vital and crucial organizations since a long time and are being developed year after year. Everyone deals with a specific bank whether to have a current account or to save his money in a saving account in addition to a huge bundles are offered by different banks all related to its field and purpose.
Banks usually provide its customer intangible services rather than a tangible product; which makes the measurement process of the quality of the provided service is very difficult and complicated due to the nature of services. One of the main criteria to judge the quality of the service is to measure the provided service from the customer’s point of view; this point of view could be presented by the customer’s satisfaction percent. That is why all banks are always looking for new and innovative ways in providing its services to customers and to achieve their satisfaction.
This research has been conducted to discuss an important issue that occurs within one of the largest and oldest banks in the United Arab Emirates. It talks about the National Bank of Abu Dhabi (NBAD) and specifically covers the Waiting Time issue and it highlights its impact on the customers’ satisfaction.
National Bank of Abu Dhabi conducts continuous customer satisfaction survey to ensure the customers’ satisfaction about its provided service and to identify their needs and expectations. Although the customer satisfaction was in a progressive increasing, the waiting time was always the lowest among the rest of criteria.
Improving customer satisfaction in regards to the waiting time could be a challenge for the bank due to the diversity of its provided services and its delivery channels. This required us to look into the bank’s processes and to make a benchmarking with other banks to create a sufficient understanding in regards to the