Customer experience (CX) in services

Bc. Olha Hodunova

Master's thesis

Abstract:

This master's thesis aims to thoroughly assess and measure the customer experience within the Czech Republic's banking sector. The research methodology encompasses both secondary data analysis and primary data collection, utilizing a structured questionnaire based on the SERVQUAL model. The study contains four chapters. Chapter 1 provides a comprehensive review of relevant literature to provide contextual understanding. Chapter 2 offers an overview of the banking industry in Czechia, specifically examining Raiffeisenbank a.s. Chapter 3 presents the methodology and findings, followed by suggestions and recommendations in Chapter 4. Immediate intervention is recommended in key areas such as availability of ATMs, user-friendly interfaces, minimal waiting time for customer support, convenient branch locations, and multiple channels for customer support. Additionally, long-term intervention areas focusing on enhancing staff training, tailored financial advice, confidentiality, security, and professionalism are identified. These findings provide valuable insights and recommendations for Raiffeisenbank and other stakeholders in the banking sector to enhance their customer experience initiatives, fostering customer satisfaction and loyalty.

Keywords

Customer Experience, Banking Sector, SERVQUAL Model, Service Quality, Czech Republic, Raiffeisenbank, Customer Satisfaction

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 9. 5. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 11. 6. 2024
• Vedúci: Ing. Kateřina Matušínská, Ph.D.
• Oponent: Ing. Pavel Adámek, Ph.D.

Silesian University in Opava

School of Business Administration in Karvina

Master programme / odbor:
Economics and Management / Business Economics and Management