Date
Name of Customer
Designation
Company Name
Business Address
Sir/Madam:
Greetings! I would like to take a few minutes of your time by requesting you to accomplish the questionnaire on branding in the banking industry.
I am doing a study on how branding affects customer preference or choice of bank. The study specifically intends to look into the phenomenon of branding as a relatively new concept in the banking industry. It seeks to know how branding is used by banks to influence the buying behavior of customers. The results of this study are going to be used as inputs to introducing improvements to the services offered by banks.
Rest assured strict confidentiality of your answers is observed. Your answers to the questionnaire are going to be used exclusively for the purpose of this study. Every effort is exerted to assure the integrity of your answers is maintained in order for them to be accurately reflected in the study.
You may also opt not to participate in this study. Should you need clarifications, please feel free to contact me.
I do hope to get your favorable response.
Sincerely,
Signature over Researcher’s Printed Name with Contact Numbers Below
BANK BRANDING QUESTIONNAIRE
Instructions: Please answer all questions as honestly as you can. Choose the option that best describes or applies to you. Indicate n/a or not applicable to those items that do not apply to you.
On Banking Products & Services
| What particular products and services do you avail of from your bank?□ Savings (deposit/withdrawal)
□ Payment transactions □ Loans □ Credit cards □ Life insurance & risk protection □ Funds & investments □ Other products & services (please specify)_____________________________________ |
| How often do you use your bank’s services?□ Everyday
□ Thrice a week □ Twice a week □ Once a week □ Thrice a month □ Twice a month □ Once a month □ Never □ Other times (please specify)_________________________________________________ |
| Why did you choose this bank for your banking needs?□ Location & facility (availability & accessibility)
□ Fast, friendly & correct service (personalization) □ Variety of products and services (more options) □ Constant contact & feedback □ Listening closely and responding quickly □ Knowledgeable & empowered or more control to those at the frontline □ Customer relationship management □ Multichannel presence □ Efficient self-service □ Other reasons (please specify)_______________________________________________ |
| Do you have some issues and concerns about your current bank?□ Yes
□ No |
| If yes, what are these issues and concerns?□ Long queues & slow service
□ Frequently offline ATMs □ Lack of ATMs & branches □ Excessive fees □ Hidden fees □ Frequent errors □ No recognition for long-time customers □ Other issues & concerns (please specify)_______________________________________ |
| What do you look for in a bank?□ Location & facility (availability & accessibility)
□ Fast, friendly & correct service (personalization) □ Variety of products and services (more options) □ Constant contact & feedback □ Listening closely and responding quickly □ Knowledgeable & empowered or more control to those at the frontline □ Customer relationship management □ Multichannel presence □ Efficient self-service □ Other reasons (please specify)_______________________________________________ |
On Competition
| If ever you’re going to be switching banks, which among the following would you go for?□ ABC
□ DEF □ GHI □ JKL □ MNO |
| Why would you switch to this bank?□ Higher interest
□ Cashback □ Rewards and benefits □ Lower fees and charges □ Overdrafts □ Customer service □ Referral □ Digital experience □ Other reasons (please specify)_______________________________________________ |
| Would you switch to another bank without first trying its services?□ Yes
□ No |
| Would you switch to another bank on the strength of its brand alone?□ Yes
□ No |
| Do you think that the brand of the bank is enough to make you switch to it?□ Yes
□ No If no, why not? ________________________________________________________________ |
On Buying Behavior
| How do you choose your bank?Deliberate comparison among banks, Media exposure, Referral or word of mouth, Actual experience with the banks, Convenience (location & facility), Other factors (please specify) |
| Once you decided on a bank, do you have a tendency to switch to another one?□ Yes
□ No Why or why not? _______________________________________________________________ |
| Do you complain to your bank?□ Yes
□ No If yes, what do you complain about? □ Products □ Staff & customer service □ Facility □ Policies □ Others complaints (please specify) ___________________________________________ If no, why not? _________________________________________________________________ |
| Do you compliment your bank?□ Yes
□ No If yes, what are these compliments? □ Products □ Staff & customer service □ Facility □ Policies □ Others complaints (please specify)____________________________________________ If no, why not? _________________________________________________________________ |
| Do you provide suggestions for improvement?□ Yes
□ No If yes, what are these suggestions? □ Products □ Staff & customer service □ Facility □ Policies □ Others complaints (please specify)____________________________________________ If no, why not? _________________________________________________________________ |
On Branding
| Do you think banks are different from each other?□ Yes
□ No |
| Do you think banks offer different products and services?□ Yes
□ No |
| Are you aware of your bank’s branding strategies?□ Yes
□ No If yes, what are these branding strategies? □ Performance □ Pricing □ Products □ processes |
| From what source did learn these branding strategies?□ Media (print, television, radio)
□ Internet (bank’s website & other sources) □ Billboards □ Word of mouth □ Actual experience |
| Did you choose your current bank on the strength of its branding?□ Yes
□ No |
| Do you think branding is important to banks?□ Yes
□ No If no, why not? _________________________________________________________________ |
Thank you for your cooperation.
