The case of Lloyds TSB Bank: RESEARCH AIM AND OBJECTIVES

The aim is to conduct a critical analysis of the operational process of opening a Lloyds TSB student account. Specific objectives are described as follows:

— To provide a brief introduction to Lloyds TSB Bank

—      To identify the key characteristics of the service operation in terms of offering it to the market

—      To develop a service quality process map (also known as a ‘flowchart’, or a ‘blueprint’) to depict the operational process steps, representing both consumer and business perspectives

—      To identify and express clearly and diagrammatically problem areas regarding service delivery

—      To devise creative and fully justified solutions that address problems identified.

These are to be illustrated in a revised service quality process map to present opportunities for a future research direction.

These broad objectives provide the overall framework for the research. Analysis of the process will identify problems that exist within the present process, which must be eliminated in the alternative proposed frameworks. In order to achieve the above aim and objectives, the next section discusses the adopted methodology. To complement the literature review, a case study research project was adopted to provide in-depth insight into the different stages of the OSA process.

RESEARCH METHODOLOGY

The aim of this section is to explain the research methodology undertaken to provide sufficient information to enable estimation of the reliability and validity of the authors’ findings.

A case study approach was employed to examine the development of a specific offering OSA process. The qualitative investigation of a specific operational process through its development presents the opportunity to take a more grounded approach. The basic rationale for the case study approach is to assemble information about the selected case organisation as comprehensively and systematically as possible. One of the most important sources of case study information is the interview.

However, a major strength of case study data collection is the opportunity to use many different sources of evidence. The strengths of this approach are found in its ability to provide rich descriptive detail, conveying a feeling of what it is like to experience an organisation, event or problem from the ‘inside’. Additionally, it allows for the discovery of grounded theory, , and the comparison of existing literature and theory with what actually happens in reality. Any finding, therefore, is likely to be more accurate if it is based on several different sources of information, following a converged / supported / corroboratory mode.

There are several techniques available in case studies that allow for the validity and reliability of the research to be verified. The following details the three methodological phases that were devised to acquire the necessary understanding for this study, and were required to address the ‘objectives’ in a systematic manner:

Phase one: — Secondary research:

background information Phase two — Primary research: interview

of bank managers Phase three — Primary research: process observation.

 

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