Exploring Service Quality In Bank Customers Face-To-Face Experiences Case 9

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1. Hannah should justify her role as a complete observer by informing Arafat that this would be a way to observe how the customers react in the bank in an unobtrusive way. As a complete observer should would just sit back and observe the customers and how they react without interfering in anything, and not participating in anything. This way the customers don’t have to be nervous, and Hannah can gain the information she needs. It’s like being a fly on a wall. 2. No, because an observer as participant would interact part of the time with the people that are being researched. They would also know they are being researched. As a complete observer you do not participate all you do is sit back and observe without letting anyone know they are being observed. If you are taking pictures people may get suspicious with what you are doing. 3. If the tellers know she is an observer then they may treat the customers even better than if she wasn’t there. This couldn’t definitely impact her research. Her taking pictures will make people nervous of why she is taking their pictures. People may also wonder why she is staring at them, and writing on her recording form. She would really have to be discrete so that people don’t get uncomfortable with her there. Her presence alone could impact the research a lot. 4. First I would tell Hannah to make sure that there isn’t an off-the-shelf coding schedule she could use instead of making her own because these have been tested to work, and there more reliable and valid. She needs to have codes on her form. She needs to ask herself the question in the 9.10 checklist to make sure she has everything right where she can get the most from this form she has made. She has not written down the nature of the activity, and customer response and behavior could overlap too easily. I think she needs to find one that is premade for this

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