Improving the customer feedback mechanism of ABC Bank-Trust Banking Group

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Business Administration


Ramon V. Del Rosario College of Business


Decision Sciences and Innovation

Thesis Adviser

Frances Jeanne L. Sarmiento

Defense Panel Chair

Rachel A. Quero

Defense Panel Member

Jaime T. Cempron
Patrick Adriel H. Aure
Maria Victoria P. Tibon
Brian C. Gozun


In ABC Bank Trust Banking Group (TBG), we regularly seek our clients viewpoint through a customer feedback. This action research will address the passive feedback mechanism of TBG by providing effective mechanisms to increase customer feedback that will result to uncovering customers expectation of service, changes in the needs of clients, market practices and any weakness in TBG operations that need improvement, change or modification. The first cycle intervention of this insider action research is an implementation of a Sequential Mixed Mode Strategy where an Online Customer Survey is followed by a Mail Survey or text follow up. Though the number of feedback increased, the intervention was not enough to meet the teams target. Therefore, a second cycle intervention which involves a Mediated Customer Feedback Method that focused on a deeper relationship of the employees to clients for them to be more comfortable in sharing their feedback was necessary. This intervention improved the number of clients who participated in the customer feedback initiatives of TBG. Scheins ORJI, Argyris Ladder of Inference, and data triangulation were used to gather relevant information. Frameworks on stakeholder theory, customer satisfaction improvement cycle, and change management were also used in this study. Overall, human interaction is the best way to gather feedback from our clients.

Abstract Format






Accession Number


Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.


Customer services; Customer relations--Management

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