The Role of Supply Chain Management in Enhancing Customer Satisfaction in the Banking Industry: A Case Study of Skye Bank Sierra Leone Limited.

Komah, Michael (2021) The Role of Supply Chain Management in Enhancing Customer Satisfaction in the Banking Industry: A Case Study of Skye Bank Sierra Leone Limited. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

This research attempts to examine the role of supply chain management in enhancing customer satisfaction in the banking industry, taking Skye Bank Sierra Leone Limited as case study. Accordingly, the research focused on assessing some specific supply chain variables (reliability, responsiveness, agility, cost and quality of products and services), among others, which are judged to influence customer satisfaction in the banking industry. The study utilized a mix of quantitative and qualitative data, for which descriptive statistical methods were adopted to analyze the quantitative data while a narrative analysis method was used to analyze the qualitative data. 185 participants being customers of the case institution were targeted for this research via convenient sampling, from which 162 customers took part in the research. Findings revealed that, the variables being assessed in this study seem to have an influence on customer satisfaction in the case institution. Specifically, the reliability and responsiveness aspects evaluated tend to contribute more to the satisfaction of customers in the case institution while the agility, cost and quality of products and services aspects assessed tend to contribute less to the satisfaction of customers. The paper proffers some recommendations for enhancing customer satisfaction and improve loyalty via use of Quality Function Deployment (House of Quality). ====================================================================================================== Penelitian ini mencoba untuk mengkaji peran manajemen rantai pasok dalam meningkatkan kepuasan nasabah di industri perbankan dengan mengambil studi kasus Skye Bank Sierra Leone Limited. Oleh karena itu, penelitian difokuskan untuk menilai beberapa variabel rantai pasok tertentu (reliabilitas, daya tanggap, agility, biaya dan kualitas produk dan layanan), antara lain yang dinilai dapat mempengaruhi kepuasan nasabah di industri perbankan. Penelitian ini menggunakan perpaduan data kuantitatif dan kualitatif, dimana metode statistik deskriptif digunakan untuk menganalisis data kuantitatif sedangkan metode analisis naratif digunakan untuk menganalisis data kualitatif. Sebanyak 185 partisipan yang menjadi pelanggan case institution menjadi sasaran penelitian ini melalui pengambilan sampel yang mudah, dimana 162 pelanggan mengambil bagian dalam penelitian ini. Temuan menunjukkan bahwa, variabel yang dinilai dalam penelitian ini tampaknya memiliki pengaruh terhadap kepuasan pelanggan. Secara spesifik, aspek kehandalan dan daya tanggap yang dinilai cenderung memberikan kontribusi yang lebih besar terhadap kepuasan pelanggan pada case institution sedangkan aspek agility, biaya dan kualitas produk dan jasa yang dinilai cenderung kurang memberikan kontribusi terhadap kepuasan pelanggan. Makalah ini memberikan beberapa rekomendasi untuk meningkatkan kepuasan pelanggan dan meningkatkan loyalitas melalui penggunaan Quality Function Deployment (House of Quality).

Item Type: Thesis (Masters)
Uncontrolled Keywords: Customer Satisfaction, Loyalty, Service Quality, Supply Chain Management.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD38.5 Business logistics--Cost effectiveness. Supply chain management. ERP
H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions: Faculty of Industrial Technology > Industrial Engineering > 26101-(S2) Master Thesis
Depositing User: Mr. Michael Komah
Date Deposited: 16 Jul 2021 08:58
Last Modified: 16 Jul 2021 09:05
URI: https://repository.its.ac.id/id/eprint/84351

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