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TABLE OF CONTENTS

INTRODUCTION ABOUT MAY BANK…………………………………2

SERVICE PROCESS……………………………………………………….3

CUSTOMER RELATIONSHIP AND LOYALTY………………………5.

SERVICE ENCOUNTER…………………………………………………..7

PRODUCTION AND QUALITY…………………………………………..9

INDIVIDUAL CRITIQUES

IFIDIORA CHUKWUMA………………………………………………….11

IMESHA MADHAVEE MALLAWA ARACHCHIGE…………………..13

RANIA OMER………………………………………………………………16

AYMAN AZIZ………………………………………………………………18

REFERENCS……………………………………………………………….20

GROUP TASK REPORT…………………………………………………...21

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INTRODUCTION

As a leading bank cooperation in Malaysia, May bank was incorporated on 31

May 1960. On 17 February 1962, May bank was listed on the then Kuala Lumpur
Stock Exchange (now know as Bursa Malaysia and today is one of the largest
company by market capitalization in Malaysia.

May bank is the largest financial services group in Malaysia and the Group offers
a comprehensive range of financial services and products ranging from
commercial banking, investment banking, Islamic banking, offshore banking,
leasing and hire purchase, insurance, factoring, trustee services, asset
management, stock broking, nominee services, venture capital and Internet
banking.

The Group has over 450 offices in countries Malaysia, Singapore, and other
countries.
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Picture: May Bank Malaysia Head Office

SERVICE PROCESSES

This describes the method and sequence in which service operating system works,
specifying how they link together to create the value of all the proposition that
has been promised to customers. It shows the pattern and sequence of all that will
take place during the services from the provider to the customer. In other words
processes are the architecture and designer of services, without processes there
will be no services at all. A key tool for designing new services is known as
blueprinting. This blueprinting shows what the product should look like, and
details the specification to conform to. Key characteristics of service blueprint are
that it distinguishes between what customers experience front stage and the
activities of employees and support processes backstage. The script which is also
part of process describes how the service employee and the customer should
behave during the service encounter. Customers are often actively involved in the
process, especially when acting as co-producers.

In May bank the service process involves the customer and the banks staff and it
has front stage and back stage process. The staffs comprise of both junior staffs
like the security staffs, the cleaners the clerks, cashier and teller operators and the
higher staffs like the accountant, bank manager.
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Front Stage process: On arrival the customer is directed by the security staff to
the right place for transaction to ensure customers safety and well being, the
clerks then direct the customer and deliver the necessary material for transaction
and the right channel for transaction be it cash deposit, cash withdrawal, business
meeting with manager and other banking services. The cashier and teller
operators now lead the customer through the process the customer intend and
ensure that the customer completes transaction and is fully satisfied. The higher
staffs like the bank manager and the accountant also play there part if they have to
deal with the customer be it in the area of loans acquisition, mortgages and other
top banking activities, they play there part well if it involves them attending to the
customer, and ensure that the customer completes transaction and is totally
satisfied.

Back Stage: Likewise the stewards and cleaners also ensure that the banking
environment is kept clean to be conducive for the customer satisfaction. Also the
IT experts and the engineers make sure that all the systems are at work so that the
banking operations is not grounded to a halt and customers end up left with a
bitter taste on the banking services which can cause them to change to other
banks. Also the bank manager and accountant are involved in both front and back
stage.
In conclusion the services I discussed is commendable but there is also need for
improvement, in the efficiency of the service process so that every participant will
be highly effective especially the workers, thereby maximizing May bank to the
highest quality.
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CUSTOMER RELATIONSHIP AND LOYALTY

According this topic customer relationship and loyalty has been positioned
variously between being a set of service marketing tactics, in which any
interaction between buyers and sellers is described as a relationship, regardless of
the parties, commitment to each other and fundamental marketing philosophy
which goes to the core of the marketing concept through its customer life time
focus.

Customer loyalty is the part of organizations relationship activities and it is

strategic because retaining customers loyalty and getting new ones is the key to
success of any business. Therefore loyalty of customers who are influenced by
such inertia is likely to be very different to that of a customer who strongly
advocates a service and feels emotionally attached to it.

May bank offers to their valid customers following services as tools to improve
customer relationship and give back their loyalty.

You can bank all day

Maybank2u.com offers 24-hour financial services at your disposal.

Fast and convenient

There's no time wasted in traveling to the branch or waiting in queues. customer
can just sit in the comfort of his/her home, office or hotel - practically anywhere
with Internet access - and complete their transactions quickly.
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SMS & Downloads

Until February next year, customer can send SMS at 15 sen per SMS to local and
115 overseas destinations and 380 mobile operators. Do it in style via
Maybank2u.com during this festive period and take advantage of the big savings.

Attractive rates
The Maybank2u.Premier, available for Maybank2u.com users, offers attractive
interest rates and free PA insurance coverage.

Hassle-free bill payment

currently more than 606 corporations accept payments online.

Online stocks and information

Sign up for this facility and customer can buy/sell their own stocks online. And
can also pay online, access real time stock prices, keep track of the movement of
indices as well as other vital market information.

Online Cards
customers can select their preference of May bank Credit Cards by applying
online to enjoy a host of benefits, privileges, convenience and recognition to
name a few. May bank credit cards compliment customer every need and lifestyle

Online Loans
Apply for a housing loan online 24 hours and 7days, and can get a reply within 3
working days -- a Provisional letter of offer if you qualify. Our Maxi home and
BBA Home Financing-i home loans offer competitive and attractive rates.

Online Shopping
Avoid the hustle and bustle of downtown shopping. Simply choose a category on
our Cyber Mall segment and spend your time shopping online at leisure.
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SERVICE ENCOUNTER

Service encounter involves a process through which a customer is a direct

recipient of a service and the service offering provides a high level of tangibility.
This can be described as a high contact encounters.
Service in which guardant represent the most intense type of service
encounters. Customers and service providers must physically meet in order for
the service to be performed.
Service encounters can be classified into four broad categories namely;
• People processing

• Possession processing

• Mental stimulus processing

• Information processing

The banking service encounter that can be categorized as a form of Information

processing.
Information processing refers to the processing of information by machines
but not all information is processed by the use of machines.
Under the banking encounter the following ways are applied in at May
Bank:
 Providing good treatment to customers.

As a banking service, May Bank trains its staff to provide good services to
their customers. This is done by welcoming them with a smile and providing the
necessary help needed by the customer.
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 Save customers time (Providing fast service)

In May bank it is a belief that saving a customers time is the most

important element to attract the customers and improve customer loyalty to a big
extent. This is done through giving the customers numbers to manage them so as
to enable service to all of them one at a time. They also use the 10to20 method
where by their staff is trained to not to keep a customer waiting for over 10 to 20
minutes maximum.
 Providing good facilities and environment

Customers are usually exposed to many physical clues about the

organization because of that May Bank gives a special care to the exterior and
interior design of its building, equipment(such as deposit machine, ATM
machine) and furnishing appearance, also the behavior of :services personnel.
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PRODUCTIVITY AND QUALITY.

Productivity can be defined as the design and implement of creative action. Also
the word quality can means different things to people. According to davide garvin
identifies five perspectives on quality.

The transcendent view of quality

The product –based approach

User-based definition

The manufacturing-based approach

Value-based definitions

In may bank the best definition is user-based definition, it start with the premise
that quality lies in the eyes of the beholder, these definitions equate with
maximum satisfaction, this subjective, demand-oriented perspective recognize
that different customer have different wants and needs. The major and the most
important aspect of May bank is to get the customers satisfaction.
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Quality is the key factor to satisfying and retaining customers. Quality means the
design and implement of corrective actions. Quality can be viewed from different
angle to understand the total meaning. There is functional quality which is the
process of service delivery and technical quality which is the actual output of the
service. The perceived quality of a service is the result of an evaluation process in
which customers compare their perception of service delivery and its outcome to
what they expect. In May bank they give special care about the quality here are
some areas that customer able to evaluate the service quality.

1-security: for the bank customer specifically the female, we chose the locations
of the ATM machines in safe place and high secure to make the customer
confront to widget money at night times. Also we secure the banks
card(ATM,CREDIT CARDS) by system that will block the customer account if
the pin code for the card entered 3 times, in case that the card is lost or stole
Also the bank electronic profiles is highly product and secure, to ensure customer
data and privet information can only accessed by the customer

2. communication: listening to the customers and keeping them informed in

language they can understand , may bank is using these roal very will they make
sure that the staff is speaking servile langue such as Arabic English Malay and
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chins also the communication way is important it have to be respectful way and
nice and smooth

INDIVIDUAL CRITIQUE
NAME – IFIDIORA CHUKWUMA

The negative service management elements practiced within

May Bank are:

a. PRODUCTIVITY AND QUALITY; (Poor website and easy access to

information); The May bank website is poor user friendly which makes it
hard for customers and users to be able to use it. The level of information
available on the website is poor and shallow, and it cannot provide some
useful information on the basic activities of the bank. While most
companies website now are packaged well with useful information about
their products and services. My suggestion is that they equip and update
their website to with the right and useful information, and make the
access to useful information about them easy and fast.

b. SERVICE ENCOUNTER (Wasting time in giving bank services,): the

amount of time spent by customers before getting there transaction done
takes long. Some customers spend hours before they can get there
transaction done and there are also long que. These can affect some
customers and make them to change to other competitors.

c. CUSTOMER LOYALTY(Transfer takes time, high interest rate); the

time taken by customers to receive money transfers from abroad for
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example international student is very long and the process very
complicated it can take more than five working days, unlike other money
transfers like Western union money transfer that takes less time like
hours. This has led to some changing to better money transfers to get
their money. Therefore they should try and make the time taken for
money transfer for their customers very less and efficient to maintain
customer loyalty. Also the rate of the banks interest rate is high
compared to that of other banks, to encourage more customers the
interest rate should be conducive and discount and rebate should be given
to customers that have remained loyal to the bank in form of interest and
other encouraging ways.

d. SERVICE PROCESS :( sluggish workers, language barrier); the workers

of the bank are sluggish and slow in their duty and this can irritate
customers and most importantly there is a high language barrier because
most of the time the workers use local Malaysian language of which not
everybody can understand. Basically the best thing to do is to mix the
language as in use both local and English because not everybody
understands them both, so there should be a balance

Also the amount of money used in opening balance in the bank is high compared
to most other banks; they should reduce it to encourage more customers to join
them.

CONCLUSION
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From some of the issues raised in the above critique it is very important that the
May bank management and staff should re- invent and renovate some of their
service process to be more efficient and more effective. When these are done it
will be seen that more customers will come and the old ones will also be retained.
This is the most effective way for high productivity for the bank because the
strength of your customers determines your strength.
INDIVIDUAL CRITIQUE

NAME – IMESHA MADHAVEE MALLAWA ARACHCHIGE

Today more people in the world earn a living from producing services than
making manufactured goods. As a group assignment about service management
based on May bank in Malaysia, in my opinion, the negative service management
elements with the may bank are as following topics,

• Service processes
• Customer relationship and loyalty
• Service encounter
• Productivity and quality

According this group assignment research based on may bank, the main purpose
of this organization is to provide better service to their valid customers and fulfill
their needs. Somehow there are some situations has negative element which was
merge with customers. Now days customers they like to have particular service ,
and all of the information available at one contact point without being passed
around from department to department and from the nameless person to another
person.
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According may bank service process which has long hierarchy to controlling their
service process some times make their customers confused. Customer wants save
their time and fulfills their financial needs but unfortunately sometimes it was not.
As a suggestion who done this research about May bank , the hierarchy chart
which is showing branch service processing system such as management office ,
and other department with correct location map is helps to customer satisfaction.

May bank offer some programs to continue their relationship and loyalty with
customers, because they know their main asset is customers The promotion
programmers which they offers to their customers such as low interest rates, and
giving free gifts and discount vouchers are they concern certain customer group.

Example: this offer veiled for customers who exceed their account above
xxxx RM

So in this kind of situation customers who do not belong to that particular group
might be disappointed about bank. As a suggestion I can propose, to improve
their customer relationship and loyalty to offering more promotion schemes to
their lower level customers.

Service encounters we can describe as interface with bank and customer. Beyond
new technology may bank offer to their customers fast and more effectively
service. High technology makes everything easier, but according service
encounters may bank provide may bank desk top banking service, cash and
cheque deposit machines not fulfilling their customer needs. Especially old
citizens not using much technology than young people. So when they are dealing
with bank they need human encounter with loyalty. And there’s no enough
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counters in branch, in fact many people waiting in the bank to take their turn. As
a solution they can open new counters or multi task counters

Accordingly productivity and service quality in may bank merge with direct
customer satisfaction. In fact of customer needs, their services and products such
as outdoor banking services should be more efficient. But sometimes their
outdoor services are not much quality like indoor services. Especially their ATM
machines can suddenly breakdowns or run out of cash and it takes long time to
reprocess the machine.

Example: We can see long quie people who waiting to withdraw money in public
Area like shopping complex and mega malls

In my opinion to improve their service quality and productivity in outdoor, they

can provide phone which near by machine can complain when machine
breakdown. And they can provide extension numbers which can easily memorize.
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INDIVIDUAL CRITIQUE

NAME – RANIA OMER

As we know that all companies and banks we dell with have negative things but
there is kind of its u know the negative things it have and still dell with it because
of the good the positive things it will give for you witch it have to be more than
the negative may bank is one from this banks it give to you positive things but
also have negatives we can start from

1-Service process in may bank although may bank trying very hard to recruit The
perfect. Staff and the most Experian's but they still can't control some of things in
pros sing the work which is making the customer getting angry and lost so they
start to complain about it.

2- our second thing is customer relationship and loyalty this one have a lot of
positive thing but still have other side because of the way of some people from
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the staff behave in it with the customers they are making the connecting between
them and the customer hard and slow also not all of the price are good for the
costumer and not all of the dell are good and working for them about the sms and
download it also make problem for the customer because of some connection
error so not all of the service they offer are good and helpful l to the customers.

3- The next topic is about service encounter I don't think that this service is good
in may bank it still have to improve not all the customer like it because they are
not offer to them what they disserve as customer such as good service when they
come to the bank they don't have chair and comfortable means to serve the
customer while they are waiting for them turn also they may take a long time
waiting without any one come and apologies for them about the late and after all
this waiting they may meet the person and he doesn't give them the good service
or maybe he face or act be nervous witch it make the customer feel angry and
herbal about the bank and the service.

4- the last topic is about the productivity and quality in may bank we will take the
productivity I don't see that they are giving enough productivity to the customer
they have to do something new the business is changing and improving every
second so they have to follow this changes and change with it because the
customers need that because it is the bank they dealing with so it is something
have strong relation to them business
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The quality, in the quality we can talk about the communication with the
costumer it is very important thing to listen to the customer complaining
carefully and meet them with smile and respect their idea because it is important
to know what the customer's needs and wants so they can improve their bank to
be more then what the customer expect but this doesn't happen in may bank
exactly.

INDIVIDUAL CRITIQUE

NAME – AYMEN AZIZ

1. In many of May bank branch ,customer specially the foreign customer

they do not get the right direction from the bank staff or the receptionist ,
the process of the customer transaction needs goes too slow ,that’s
because not all employee do them duty in the way that they should. Many
of customer get unsatisfied because the lack of treatment and the
environment around them. The system failure or lack of connection to the
bank electronic system shows that the IT technical staff facing many
problems or they are not enough professional to make system for huge
organization such May bank

The transaction for cash from or to an account in my bank is taking more

the usual, it’s should be like other banks or the standard period (2days )
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2. May bank has been trying to improve or attracting more customer and that
by giving benefits to it customer more than anther banks for example
,customer who having the may bank credit card (golden card) interest rate
is 0%, May bank online purchase card ,customer will get discount from 5-
10%. That’s can be good benefits, but in the same time differentiates
between the customers by giving benefits to the high earning customer is
not satisfying customer and will decries them loyalty.

3. Service encounter is like the heart of the organization, encounter will

make the customers to determine where they deal with this organization or
not, May bank is trying hard to provide the encounter that’s satisfy the
customer but some point that they have to take care of .

Bank is high contact with the customer ,and when there is punch of customer
waiting in along quie ,for hours sometimes , for doing transaction will take few
mints ,not more than 10mints ,that’s will make the costumers unhappy because
customer time is been wasted in aquie that will make the customer leave the
counter with all hate to the person in front of him in the counter, that’s might be
because not all the staff will be in the counters ,even you can notice that they is
more than 4-5 counters ,but only 1-2 are handling the business . the consequences
will be that the bank will lose customers and it will be hard to attract new
customer ,when customer tell anther customer about certain organization
specially friends .customer trust his friend more than the service provider
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Refrencing

Lovelock, C. Wirtz ,J. 2007

Services Marketing, People, Technology, Strategy. 6th Edition
Pearson International edition.

Zeithaml, V. Bitner. M 1996.

Services Marketing, International edition. McGraw-Hill.

Palmer, A 2001
Principles of service marketing, 3rd edition
Mcgraw-hill international edition.

Fitzsimmons, M. Fitzsimmons, J. 1998

Service management, Operation, strategy and Information technology
2nd Edition McGraw-Hill International Editions
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http://www.maybank2u.com.my/ viewed in 14, 18,28, July

May bank broachers

GROUP TASK REPORT

Group Members:

1) IFIDIORA CHUKWUMA

2) IMESHA MADHAVEE

3) RANIA OMER

4) AYMEN AZIZ

Area of Responsibility Name and Signature of

Member

Ifidiora Chukwuma
1. Collecting information
2. Gathering information
3.Elaborating
4.Preparing assignment
Imesha Madhavee

1. Collecting information
2. Gathering information
3.Elaborating
4.Preparing assignment
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1. Collecting information Rania Omer
2. Gathering information
3. Elaborating
4. Preparing assignment

1. Collecting information Ayman Aziz

2.Gathering information
3.Elaborating
4.Preparing assignment