Guest post: How to use information from satisfaction surveys in management? Part II

In last week’s post, Viljar Puusepp gave an introduction to the topic, explaining the management of an organization through information received from satisfaction surveys. Today’s post shows how the theory was used in practice in an Estonian bank.

As we learned in last week’s post, satisfaction can be measured with the use of Maslow’s hierarchy of needs (see the figure above for measuring satisfaction on the basis of Maslow’s theory of needs).

The order of satisfaction has to move from lower level needs towards higher level needs. Satisfying the higher level needs does not impact the overall assessment when lower level needs are not satisfied.

This was used to measure the satisfaction of clients in the survey conducted at a bank.

The survey

The multiple choice test of the pilot survey consisted of four different parts, where

  • the first part asked for overall assessment of satisfaction,
  • the second part asked for more specific assessments of satisfaction on various fields,
  • the third part was concerned with the communication channels used, and
  • the fourth contained questions about the client.

The theory of Maslow’s hierarchy of needs was taken into account in selecting field-specific questions in the questionnaire, so that an assessment could be given for each level of needs (see the example on the way of asking questions).

The satisfaction of physical needs was described by five questions:

  1. prices of bank services;
  2. location of banks;
  3. location of ATMs;
  4. ease of using Internet banking and telephone banking;
  5. speed of providing services.

The need for security was covered by four questions:

  1. stability of prices on the background of general changes in prices;
  2. precision of performing bank operations;
  3. security of electronic banking;
  4. economic security of the bank.

The satisfaction of social needs was described by one question:

  1. the work of customer service staff.

The satisfaction of psychological needs was described by one question:

  1. taking the suggestions and complaints of clients into account.

The satisfaction of the need for self-actualization was investigated with two questions:

  1. environmental sustainability and saving materials in the activities of the bank;
  2. sponsorship and charity. This presumed that clients connect the social activities of the bank with their own choices.

Results of the survey

Assessments of satisfaction are provided in the questionnaire on a scale of five (completely satisfied) to one (not satisfied at all). In the analysis of the survey, the needs of the clients were declared satisfied when the average value of the assessment was above 3.5, which is the value between the satisfied (“rather satisfied”) and neutral (“do not know”) assessment, and is therefore suitable as the lower limit of a satisfied assessment.

The results revealed that the three groups of lower level needs were satisfied rather highly.

Upon analyzing these assessments, it can be said that in the future, general satisfaction is most improved by the satisfaction of psychological needs. In this questionnaire, psychological needs are expressed by taking into account the clients’ suggestions and complaints. It is worth noting that dissatisfaction with this aspect was expressed more strongly in the assessments of business clients.

The service halls of banks already contained boxes for clients’ suggestions at the time of conducting the survey. However, these apparently do not give the client enough confidence that suggestions will make it to important people from there, or that they can influence anything. Something new should be created so that the opinions of clients would be taken into account and that they would also definitely perceive this.

Viljar Puusepp

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