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:
- prices of
bank services;
- location
of banks;
- location
of ATMs;
- ease of
using Internet banking and telephone banking;
- speed of providing services.
The need for security was covered by four questions:
- stability
of prices on the background of general changes in prices;
- precision
of performing bank operations;
- security
of electronic banking;
- economic
security of the bank.
The satisfaction of social needs was described by one question:
- the work
of customer service staff.
The satisfaction of psychological needs was described by one question:
- taking the suggestions and complaints of clients into account.
The satisfaction of the need for self-actualization was investigated with two questions:
- environmental
sustainability and saving materials in the activities of the bank;
- 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.
Author:
Viljar Puusepp
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