EFFECT OF AUTOMATION ON CUSTOMER SATISFACTION IN BANKING

SERVICES: CASE ANALYSIS OF DUBAI ISLAMIC BANK

Section 1:

Introduction (approx. 100 words):

The current research is going to investigate the impact of automation in respect to customer satisfaction
in banking services. The analysis will be targeted to analyse the banking practices and their influence
on customer services. The case analysis of DIB (Dubai Islamic Bank) is catered to identify the
prospects of banking regulation and their engagement procedure in providing excellent banking
services to their target customers. The engagement of automation and online activation services can
effectively improve the levels of customer satisfaction.
The topic is extremely interesting since it focuses on the following aspects:
         The topic focuses on the prospects of automation activities implemented within DIB’s
banking facilities to provide high-quality services to its customers.
         Through the analysis, the banking practices and the regularity will be evaluated considering
the actual beneficial aspects catered by the banking management of DIB.

The evaluation of the proposed research will be supported by the ethical data presented in the literature
review. By adopting the relevant theories, it will be discussed as to how the management of DIB is
attempting to increase its banking services for better efficiency of their customer's satisfaction.

Section 2:

Research Question:

The research objective is identified as:

 To analyse the impact of the automation process on banking services to increase customer
satisfaction.
 To analyse the efficiency of Dubai Islamic Bank in respect to their customer satisfaction
approach and practical strategies.
 Objectives:
Literature-based

1
There are two definitive theories that render the prospects of customer satisfaction, especially
in the banking industry of the UAE. However, in general terms, there is no accepted theory that
works on the universal scale for measuring the satisfaction level of customers. Despite the fact,
business and banking institutions use two theories identified as:
 Expectancy-value Theory
 SERVQUAL Theory
The model of expectancy-value theory analyses the requirements of customer satisfaction
based on the degree of their expectation from the business institution. On the other hand, the
model of SERVQUAL is based on analysing the degree and impact of service quality rendered
by the banking institutions. The banking industry of the UAE is evolving and is significantly
focused on working with the SERVQUAL model for higher and efficient customer satisfaction
in DIB.
Operational

2
In order to collect for the sake of the research paper, both quantitative and qualitative data
collection methods will be adopted with the relevance of primary and secondary data sources.
The primary data through quantitative (survey) will be collected to get insight on the prospects
of quality services offered by DIB. The qualitative or Interview will be collected to get data
from the customers of DIB to get insight on the service quality actually offered by DIB. These
processes will help in getting actual data and create a thorough analysis regarding the different
types of services and their efficiency on customers. On the other hand, secondary data will be
gathered from sources like journals, articles, books, and genuine websites.
And

3
After gathering the primary and secondary data, the analysis will be evaluated to determine the
ethical aspects of the collected data. The discussion processes will be followed shortly after the
completion with an analysis of the collected data. All the data will be evaluated to analyse the
effectiveness of the automation process and the use of AI technology in the banking institution
of DIB to increase their customer satisfaction approach.

Summative
 4 It is evaluated that the outcome of the research will highlight the use of an effective automation
program provided by DIB regarding its banking services to increase the level of its customer
satisfaction. The research will further focus on understanding the efficiency of e-payment
services and online platforms for increased effectiveness of the automation processes adopted to
increase customer satisfaction levels. The findings will also highlight that how the automation
practices by DIB can improve their customer service engagement. Moreover, the necessary
recommendation will be drawn to help DIB understand its operational gap and implement the
recommended activities for a higher service quality approach using the SERVQUAL model.

Section 3:

Research design / Methodology:

The research paper will carry out both quantitative and qualitative data collected to collect primary data
from survey and Interview. In respect to the survey, 100 employees of DIB to get insight on their approach
for processing automation practices in their banking institutions. Interview data will be gathered after
conducted Interview with 8 – 10 customers of DIB. The responses will be analysed to identify its
effectiveness regarding the impact of automation on the customer satisfaction approach initiated by DIB.

Sample / Population:

Primary data collection:
For secondary data use:
Primary data for the survey will be collected by gathered by conducting
an online survey with 100 employees of DIB. On the other hand,
Interview will be conducted with 8 – 10 customers of DIB.
In respect to collect survey data, a statistical data analysis technique will
be used. The researcher has opted to use the Chi-Square test to analyse
the data statistically. On the other hand, interview data will be collected
by a manual-textual analysis technique.
The sample size for the survey will be 100 employees of DIB, while for
the Interview, it is 8 – 10 customer of DIB.
The secondary data will be gathered from sources like journals, articles,
books, websites and newspaper and other relevant sources. In order to
collect the data, a minimum of one month time is required that will help
in the proper gathering of the required data and analysing the same.
Necessary journals, articles, books, websites and relevant sources will
be used to collect secondary data and implement its essential

Research Strategy / Design:
Data Collection/analysis:
information in the literature review.
The research methods will be evaluated for proper collection of the
required data, the use of Positivism Philosophy, Deductive Approach
and Descriptive Design methods will be used for proper assessment of
the collected data.
Both Quantitative and Qualitative data collection methods will be used.
The use of Descriptive Research Design will be used in the research
paper.
An online survey will be conducted through "surveymonkey.com", and
the data will be analysed by using statistical data analysis techniques.
On the other hand, to collect interview data, a manual-textual analysis
will be conducted.
In order to ensure reliability, validation and ethical considerations,
necessary actions will be adopted to eliminate the ethical issues. To
steer clear of the accessibility issues, the researcher will analyse the
efficiency of data collected from both survey and interview data
collection methods.