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One of the upcoming retail banks called the “Me Bank” has done a survey with its customers.
The customers are classified into two groups: the first group is called the online group as they
mostly do the transactions through online banking and do not visit the bank outlet; and the
second group is called the offline group, as they visit the bank outlet to do most of the
transactions. The questionnaire items used for the survey are given below.
Data was collected from 162 customers. Items 1 – 20 capture attributes of the bank and
responding customers were asked to evaluate their relative importance for choosing this bank
(1 = not at all important, 7 = very important). Items 21 – 24 gauge the customers’ future
intentions in relation to this bank (1 = strongly disagree, 7 = strongly agree). Item 25 in the
data file denotes the customer group (1= online group, 0= offline group). Items 26_a to 26_d
capture the demographic profile of the customers.
“Me Bank” is interested in finding answers to the following issues:

1. Using the perceptions of customers on the various attributes (items 1-20), find
   out the factors on which customers base their choice? Name the factors and
   include their reliability scores.
2. To what extent are customers’ overall future intentions (average of
   items 21-24) are explained by these factors (as identified in question 1)?
3. Is there any difference between the online and offline customer groups
   in terms of their attitude towards overall future intentions (average of
   items 21-24)? If yes, then what the bank should do about it?
   The consultant has approached you with the dataset to find answers for both the questions.
   Your task is to analyse the dataset provided, propose recommendations to “Me Bank” on each
   of the issues as given above, and explain how they can improve commitment of their present
   customers.
   You will find the Survey Questions below and the completed survey data in the assignment
   portal. You can include a maximum of 5 tables and figures (combined) in the appendices.
   Structure of the Report:
4. Title page with university registration details and word count
5. Abstract or Executive Summary of the report (150 words) – This includes the
   main findings and recommendations.
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6. Answers to Q1, Q2 and Q3. For each question, follow the structure given below:

• Justify the choice of statistical techniques applied.
• Give statistical interpretation of the results followed by logical explanation of the
  outcomes. For example, if some variables are found to have an insignificant
  impact on the outcomes using statistical tests, explain why possibly the variables
  behave in that way. Use business logic or management literature for justification
  of your results.
• Explain the managerial implications of your findings.
• Attach the relevant SPSS (or any similar software) outputs (tables and figuresmaximum five) in the appendix (every table, figure should have a title,
  appropriately cross-referenced, and explained in detail in the text, tables and
  figures included in the report are not included in the word count). Summary tables
  with relevant findings can be provided in the text. Do not provide any output in
  the appendix without explaining it in the text.
• References (follow Journal of Marketing Research style of referencing)
• Use of appropriate literature is expected to support/ justify your approach to
  the problems and recommendations.
  SURVEY QUESTIONNAIRE
  Part A:
  How important were the following criteria when choosing this bank:
  Not at all important 1 2 3 4 5 6 7 very important

1. The bank offers free gifts to regular customers.
2. The bank provides discounts to regular customers to encourage future purchases.
3. The bank provides rebates when items over a certain amount are purchased
4. The bank provides cumulative points programmes to ensure more purchase.
5. The bank offers prompt service to its regular customers.
6. The bank allies itself with other partner firms to offer discount on partner’s products/services.
7. The bank keeps frequent contact with me.
8. The bank shows concern for and understands my needs.
9. I receive special treatment from the bank.
10. The bank sends me greeting cards or gifts on special occasions.
11. The bank’s managers/employees know me.
12. The bank sponsors social activities for customers.
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13. The bank’s employees/managers help me to solve personal problems.
14. The bank provides customized products/services according to my needs.
15. The bank provides good after-sales service to me.
16. The bank provides professional knowledge about the products/services to me.
17. The bank often provides innovative products/services.
18. The bank sometimes offers services to me that they do not offer to other customers.
19. The bank provides information about its new products/ services.
20. The bank gives me prompt response after a complaint.
    Please state your level of agreement to the following questions:
    Strongly disagree 1 2 3 4 5 6 7 Strongly agree
21. I plan to buy other products/ services which I am not using currently from this bank in the future
22. I plan to maintain a long-term relationship with this bank in the future
23. I would recommend this bank to my friends and family.
24. I am likely to make positive comments about this bank to my friends and family
    Part B
    Tell us about yourself:
25. What is your principal channel for using our banking services:
26. Online 2. Offline
    26_a. Age______ (years)
    26_b. 1. Male __ 2. Female
    26_c. Marital status
27. Married______ 2. Single_________ 3. Divorced________
    26_d. Income
28. < £30,000_______ 2. £30,000- £40, 000 _ 3. > £40,000_
    General guidelines

• In your response you need to be brief and to the point. The length of the coursework
  should be maximum 1500 words (excluding title page, references, tables/ figures or
  appendices)- no primary data collection is required.
• This assessment is worth 50% of the overall assessment of the module.
• Your coursework should clearly state your registration number on the title page but
  not your name or other personal information.
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• Text must be 1.5 spaced in a clear font, such as Arial, Time New Roman etc. with font
  size 12.
• The coursework should be submitted electronically via FASER.
• Use an appropriate referencing format, such as APA, Harvard etc.
• Refer to the guidelines for grading and suggested structure outlined below.
  Submission
• Electronic submission via FASER; 18th April 2024 (by 10am) on FASER.
  Marking Criteria
  The coursework will be evaluated as per the following guidelines:
  Distinction (marks of 72 and over)
  An excellent coursework will:
• be based on an original idea and precisely cover each element of the assignment.
• propose research problem and research question(s) that are novel and theoretically
  relevant for quantitative research.
• provide a brief but comprehensive theoretical background, citing relevant
  theoretical sources.
• offer all the required hypotheses in the assignment that are accurately drafted and
  empirically testable.
• present a conceptual model accurately depicting the proposed relationships.
• clearly elaborate and justify the selected research method.
• whenever necessary, support the assertions using references to relevant literature (5
  to 10 references).
• have an excellent structure that is clearly written and well-organised.
  Merit (range 62-68)
  A good coursework will:
• be based on a relatively new idea and cover each element of the assignment.
• propose research problem and research question(s) that are appropriate for
  quantitative research.
• provide an adequate theoretical background, citing relevant theoretical sources.
• present the required hypotheses that are adequately drafted.
• present a conceptual model adequately depicting the proposed relationships.
• Adequately demonstrate the selected research method.
• appropriately use and cite academic/non-academic sources.
• be clearly written, well-organised in a logical manner and clearly signposted.
  5
  Pass (range 52-58)
  A pass coursework will:
• typically demonstrate an appropriate basic understanding of the underlying issues in
  the assignment.
• be a good attempt to propose a research problem and research question(s) that are
  suitable for quantitative research.
• provide some theoretical background covering some relevant literature but the
  sources may not always be fully referenced.
• offer the required hypotheses but are too simplistic.
• present a conceptual model depicting the proposed relationships.
• demonstrate some awareness of the selected research method.
• use some sources which may not be thoroughly integrated.
• be readable with appropriate referencing which is generally accurate.
  Fail (range 0-48)
  A combination of the following features will usually mean a fail grade:
• a weak answer which demonstrates some knowledge, but it tends to be superficial,
  incomplete or poorly understood.
• inadequate or irrelevant description of the topic.
• poorly written and badly structured.
• fails to address question or misses an important aspect of the question.
• very poor referencing and citation.
  Plagiarism and Academic Offences
  In submitting coursework online, it must be assumed that you have read and understood the
  following guidelines about academic offences. Please note that all coursework is being
  monitored by plagiarism detection software. All submitted coursework will be included as
  source documents in the reference database of the respective software solely for the purpose
  of detecting plagiarism of such papers.
  The university regulations state that “The University, the Students’ Union and the University’s
  Partner Institutions expect all students:
  a. to behave with honesty and integrity in relation to coursework, examinations and
  other assessed work;
  b. to be familiar and act in accordance with the conventions of academic writing
  including appropriate referencing of sources and acknowledgement of assistance;
  c. to show understanding of ethical considerations and be compliant with the relevant
  University Procedures.
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  A student who does not comply with any of these requirements (either intentionally or by
  negligence) may be charged with having committed an academic offence.” (Academic
  Offences Procedures 2017-2018)
  “The following are some examples of academic offences and do not constitute an exhaustive
  list:
  a. plagiarism, that is, using or copying the work of others (whether written, printed or in
  any other form) without proper acknowledgement in any assignment, examination or
  other assessed work;
  b. self-plagiarism, that is, using or copying one’s own work that has previously been
  submitted for assessment, at the University or elsewhere, without proper
  acknowledgement in any assignment, examination or other assessed work, unless this
  is explicitly permitted;
  c. false authorship, that is the submission of work for assessment that has been written
  wholly or in part by a third party and presented as one’s own original work;
  d. collusion, that is, submitting work produced collaboratively for individual assessment,
  unless this is explicitly permitted and acknowledged;
  e. falsifying data or evidence;
  f. conducting research without obtaining ethical approval from the University where
  such
  g. approval is required, or the unauthorised use of information that has been
  confidentially acquired;
  h. introducing, or attempting to introduce, any written, printed or electronically
  accessible information into an examination, other than material explicitly permitted
  in the instructions for that examination;
  i. copying, or attempting to copy, the work of another candidate in an examination;
  j. communicating, or attempting to communicate, with another person, other than an
  invigilator, during an examination.” (Academic Offences Procedures 2017-2018)
  “A student suspected of helping another student commit an academic offence may be
  investigated and dealt with in accordance with the University’s Code of Student Conduct.”
  (Academic Offences Procedures 2017-2018).

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