Research Student Profiles 

Name: Xian (Lily) Wang
Supervisor: Professor Barry Davies
Topic: Conceptualising Service Quality Amongst Customers of China’s Retail Banking

"I chose this topic because there has been lots of research into service quality in retail banking in a Western context but there has been very little done in a Chinese context and there are some significant differences. I have adapted methods used in previous Western research to suit the Chinese culture. I held five focus groups, and used the findings to devise a questionnaire to which I received 500 responses.

I’ve found the topic very interesting and it has been an appropriate follow-up to my MBA, which covered some similar themes. By the end of my studies I aim 1) to identify behaviours that consumers in China (Retail banking sector), used to evaluate service encounters (i.e. the personal interaction component of service transactions); 2) to explore differences in the relevant dimensions and the behavioural measures related to these dimensions in Chinese culture; 3) to examine the relative weights of the dimensions of service quality in Chinese retail banking; 4) to develop a model of conceptualizing service quality, based on the western literature, in a Chinese context.  The most interesting things to me are the complexity of service quality and the differences between service quality in different settings. It’s also very rewarding to know that your work will fill a gap in the literature and can be used to inform banking practice."

Name: Anita Zhao
Topic: An Exploration of Perceived Risk in Young Chinese Consumers’ Internet Banking Services Decisions.

"I’ve been interested in the theory of perceived risk since doing my Masters here. It’s a fascinating topic because it’s very closely connected to our daily lives. It can be related to daily purchase decisions and customer emotions such as buyer regret.

Perceived risk is actually a useful theory in understanding young Chinese consumers’ decisions at the moment. I looked at why they often decide not to use Internet banking and tried to determine the major reasons preventing them from its adoption. Some of the reasons, such as concern about online security, are similar to those found in Western studies. But many of the reasons are actually underpinned by cultural issues. For example, Chinese consumers think that the Chinese government should encourage them to use Internet banking services. I believe that this is due to the recent changes in the Chinese economy from a Government-centred, planned economy model to a more market-driven model.

I have had a very positive learning and research journey at the University of Gloucestershire, particularly in the Business School. The academic staff are very supportive and have challenged me with new ideas. They have also helped me develop myself and the way that I learn.  It’s very helpful having staff-level access to resources such as office space, telephones, photocopying etc. I suspect that I wouldn’t have finished my thesis on time without this support. Having finished my research I have accepted a post in Marketing at the University of Swansea. At the moment I’m preparing teaching materials and trying to extend the good things I’ve got from the University of Gloucestershire to a new institution."