Title: Change management in retail banking in the UAE: an assessment of some key antecedents of customer satisfaction and demographics

Authors: Vimi Jham

Addresses: Institute of Management Technology, UG-02, Dubai International Academic City, P.O. Box 345006, Dubai, UAE

Abstract: Satisfaction with banking services is area of growing interest to researchers and managers. Building on the synthesis of existing literature on satisfaction and relationship marketing this study helps to develop relationship dimensions on which satisfaction of the customer with banking services is based. The relationship dimensions which lead to customer satisfaction have undergone a tremendous change. These changes have been assessed and identified with the help of factor analysis. Empirical investigation of these dimensions for five UAE banks is done with key outcomes as the difference in perception of customers with respect to various services provided by the bank. A study of customer demographics is done to understand the change in customer profile for these banks. The study reinforces that customer satisfaction is important in building relationships in the Retail Banking Sector.

Keywords: change management; competitive strategy; customers; customer demographics; customer satisfaction; global interaction; global networks; relationship banking; retail banking; UAE; United Arab Emirates; banking services.

DOI: 10.1504/IJSCM.2012.051847

International Journal of Strategic Change Management, 2012 Vol.4 No.3/4, pp.229 - 249

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 02 Feb 2013 *

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