Data analysis

In this case study research, the analysis of data adopts within and cross case analysis outlined in Breidbach et al. (2013) and Miles and Huberman (1994). According to Yin (2011), within and cross case analysis is one of the acceptable forms of data analysis in multiple case studies. It represents examination of cases individually and then examines them collectively at cross case analysis for similarities or differences. In multiple case studies, while using within case analysis, the researcher explores constructs, subcategories and categories in a single case in more details, which enables detail analysis of individual cases before comparing them as whole. As argued by

Ayres and Knafl, (2003) using cross within-case and across-case techniques of data analysis produces contextually based findings, retaining the integrity of each interview and taking into account the context of other interviews.

Although other qualitative methodologies, content analysis, ethnography and grounded theory have been used for qualitative data analysis and provide researchers with justification for the analytical decisions made. These approaches to qualitative data analysis have several advantages such as analysis of data to report an individual’s experiences and meanings; examination of events

or meaning linked to phenomenon under investigation and provide readily understood and less consuming research methods in the case of content analysis (Saunders et al., 2012, 2015).

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Likewise, the use of grounded theory can result in robust theory based on its emphasis on detail description of codes and categories (Bryman, 2012). However, the methods mentioned above looked at the study as a whole. Thus, their ability to provide details of individual cases involve in a multiple case study was questioned by scholars (Breidbach et al., 2013; Miles & Huberman, 1994). Although they provide ground for analysis of qualitative data but failed to advocate concentration on a single case at a time and then making comparative analysis of cases in an effort to ensure details and context base assessment of data through within and cross case analysis. For Eisenhardht (1989), Yin (2011), within case analysis provides a detailed description of each case and themes within it. Then, cross-case analysis is carried out to analyse themes across the cases to identify similarities and differences. One of the major criticism of within case and cross case is that the method consume time when multiple case studies involve quite a number of cases.

However, Eisenhardt (1989) counter this criticism and argued that the benefit of analysing case individually allows expected theory to be grounded in the data that may results in robust theory, which multiple case studies aim to achieve. In addition, Miles and Huberman (1994) argued that within case analysis draw researcher to individual case and their peculiarities and based on that individual theme that form important subject in a single case is identified. Later, cross case is employed to strengthen research validity and trustworthiness, as only themes that have high presence across multiple cases are selected as theme.

4.8.1 Within case analysis

Although thematic analysis is not the main data analysis techniques of the study, the researcher use its principles in the analysis of individual cases (Table 4.10). Collected data was assembled, verified, sorted and stored in NVivo 10 software, as first stage of the data analysis process. Memo, interview transcription and other primary data was stored in NVivo 10. However, the analysis of data is done manually. Thus, the role of NVivo is for data management only. Likewise, final audio recorded interviews were transcribed and carefully examined and read over and over again as many times as possible (Marshall & Rossman, 2011). The researcher also made minor necessary edits and corrections of spelling mistakes (Marshall & Rossman, 2011). This process of reading and rereading gave the researcher more insight into the data and enabled him to become aware of what data is more and less important to the research (Saldaña, 2012). As outlined by Braun and Clarke

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(2006) and supported by Saunders et al. (2016) (Table 4.10), this process continued with the transcribed data being coded.

The coding process comprises disassembling of data (first level coding) and reassembling of data (second level coding). At first stage coding, coding methods that allows participant inspired word or researcher-inspired word based on the literature knowledge is used. According to Saldaña (2012, p. 74), “this coding methods is appropriate for virtually all qualitative studies and is convenient for novice qualitative researchers”. At this stage, data is disassembled into codes. The process is done through breaking down of the transcribed interview into units. This lead to encoding of phrases or sentences in a systematic way covering the entire data set. Phrases or sentences with similar meaning were assigned codes and examined closely for further analysis. A word in sentence that depict what is significant is used as a code to summarise phrase, sentence or sentences; most cases participant inspired word are used as code, while in some case, researcher inspired words are used. At this stage, the researcher engage in identifying ideas that are both implicitly and explicitly relevant to research objectives within the data.

As the coding process continues, codes were analysed to establish similarities or differences among codes. At this second level of coding, codes that emerge in the first stage coding were compared, analysed and some were repositioned. Codes that share related meanings were grouped into subcategories to identify key themes. As potential categories and themes emerged from the early stage of data analyses, review of codes content: within and between categories to confirm and validate emerged themes, was conducted (Miles and Huberman, 1994). Table 4.8 outline the within case process.

Table 4.8 Sample of level 1 (opening coding) level 2 axial coding in within case analysis Extract from the transcripts Codes Sub-themes Themes

“Once in a while you call the person. If you know the place of residence of this customer you go there”.

“The same thing most retail customer that is the market people they believe in everyday

Customer

call _{Interpersonal} channels use

Interpersonal relationships

124 visitation. That’s why you see

marketer everyday going out. If you don’t go every day to visit them they will say ahh!!! This bank, you people are no longer interested about us”.

“When is doing adversary appear there with a cake. So that is how you build relationship. It is only when you built relationship and trusts that customer will open his mind and tell his needs”

Customer visitation Relationship and trust Trust building effort

“There are specific days that we wear normal dress because of the location we feel we should go today. They (customers) accept us better if they see us almost the same dress with them”.

“Sometimes it depends on the individual attitude. There are customers that if you say hello good afternoon how are you they will look at you strangely. But if you say asslamau alaikum (Islamic greating) they will welcome you”.

“You see xxxxx is an indigene. If me and xxxx should go…if we should go to a customer and talk to the person, he will not listen to me the way they will listen to xxxx because he is indigene and speak their language. He has more confidence on him this is his brother. Anything he will tell him he will not lie to him”.

Shared dress Religious greetings Shared language Religious affiliation Ethnic affiliation

Religious and ethnic influences

“Yes we have oracle software that draws practically everything we do. This software generates reports on customer information,

Technology generated report

125 critical customer information, on

daily basis. For instance, I need a report for people that make lodgement and withdrawals on daily basis”.

“But now the same app we have use it to know any customer that pays money to a certain limit into his account you get an alert. Sometimes, even before the customer get an alert”.

“We have a software on the system we log issue and complains. Whatever department the complaint of the customer you just log it”.

Customer data generation Customer complaint Customer database creation Complaint management Technology/informa tion system use and complain

management

“That’s why banks are investing in human capital development training so that you can have people that are competent. People that will be able to influence people and build on that personal relationship you have with them”. “It was part of the in house training we do online that anything you do to satisfy a customer is not an interruption to your work because customer is the reason why we are here”. “So if you want succeed in business is not what you think up, but what do you customer s think about you. How do they feel about you? If they are not happy then don’t deceive yourself that you are doing well. ”

Staff training/hum an development Training and Customer orientation Customer oriented philosophy Staff training Customer orientation

Staff training and Customer

orientation (People related factors)

“Retail bank comprises different segment. Under retail we have SME (Small and Medium Enterprises), we have mass retail account of individual like

Small medium and artisan segment Income based segmentation. Segmentation process

126 teacher’s artisan famers and

school teachers, individuals generally (GB1)”.

“In the bank we have the personal banking segment. We have the tier 1 for personal banking. We have personal banking tier 2 (GB5)”.

“No there is what we call mass market. You go any customer you get you grasp. By the time you grasp like hundred then, after three months you assess them. You now apply what we called Pareto principles. Pareto principles is about giving eighty per cent of your time to 20 percent of you customers that gives you eighty percent of your target”

Tier one and two segment Pareto principle Performance based segmentation

“Poor technology penetration is also a challenge. Of cause the number of internet users is growing we are still not there yet. So, that is also another challenge especially in our mass retail segment.”

“There are a lot of tedious processes. You approach a court of law (with customer case), the case will be adjourned, and the judgement will be delayed for month if not years and others. So this kind of delays affects customer patronage and respond to customer complains”.

“Literacy in terms of level of education is a major challenge. That is challenge to customer engagement effectively. Some customer you have to interpret

Weak internet penetration Justice delay Illiteracy Weak technological capital and legal framework Low Literacy level Weak legal framework /Institutional challenges

127 every bit of what you do to them.

Every corresponds you have to sit down and interprets to them”.

4.8.2 Cross case analysis

At cross case analysis, emerged themes at individual cases were further reviewed and compared (Eisenhadht, 1989). As potential categories and themes emerged from the within case stage of data analyses, a back and forth procedure, within and between themes/abstract among study cases to confirm and validate emerged themes was conducted. Even though managers across the cases reported congruent view on the research problem, themes with similar abstraction form final theme of the study (See Table 4.9) (Breidbach et al., 2013; Miles & Huberman, 2013). Thus, the researcher select themes with high presence in the data as findings of the study. As final themes emerged, further clarification and understanding of collected data were strengthened by revisiting various literature on customer relationships (Crotty, 2014; Mark et al., 2016; Marshall & Rossman, 2014).

Table 4.9 Cross case analysis process Themes Extracts

Interpersonal relationship

“The same thing most retail customer that is the market people they believe in everyday visitation. That’s why you see marketer everyday going out. If you don’t go every day to visit them they will say ahh!!! This bank, you people are no longer interested about us (ZM6)”. “We do customer visiting especially for tier one and tier two. We don’t want rely on emails. Some of them prefer email they don’t want see people. But a lot of them want see people coming to visit them and all that (GB3)”.

“Sometimes you relate with customer on the personal level to built trust and make him happy to continue to bank with the bank (FY6)”. Ethnic and

Religious

“You see xxxx is an indigene If me and xxxx should go, if we should go to a customer and talk to the person, he will not listen to me the

128 Affiliation

influence

way they will listen to xxxx because he is indigene and speak their language (ZM5)”.

“For instance, we have a particular customer, a very good customer, who does not relate well with women. He is an Ustaz (person with strong adherence to Islamic teaching). Like my team here the two RMs are women. I am a woman. So what we do there is guy (a person) in operations department called Ibrahim. We always go there with Ibrahim to see customer with him. This customer relate well with men sss(FY4)”.

“Once a customer told that he needs someone who is from his religion to manage his account because the transaction will involve personal relationship (GB3)”.

Technology use “Anytime customer uses any bank products it will show in his account. And any time you access his account you will see it. If a customer transfer money through internet banking you will see it (ZM5)”.

“There is opening time and the closing time. The time that they supposed to attend to that complain and respond to that branch. That is part of their scorecard. That if they don’t resolve the issue and revert back, it counts against them negatively (FY3)”.

“Yes we have oracle software that draws practically everything we do. This software generate reports on customer information, critical customer information, on daily basis. For instance, I need a report for people that make lodgement and withdrawals on daily basis (GB5)”. Customer

Segmentation

“Every one of us has an income target. I have customers that give 75 per cent of my income. I have customers that give 25 per cent of my income. So I am segmenting my customers into two those customers that do big volume transaction that give 75% of my income. But those that give small percentage I know them and I can’t ignore them (ZM7)”.

“You have also segmented the retail market into different segment. Now if you take retail for instance, in the bank we have the personal banking segment. We have the tier 1 for personal banking. We have personal banking tier 2 (GB5)”.

People related factors (Staff training and

“Training is the critical success factor of relationship management. You can never get it right without the proper training. You can never

129 Customer

orientation

(People related factors)

get your CRM process without proper training of your employees (GB2)”.

“It was part of the in house training we do online that anything you do to satisfy a customer is not an interruption to your work because customer is the reason why we are here (ZM11)”.

“Don’t make customer to look as a source of revenue to your bank. But look at the customer at a partner in progress (FY6)”.

Weak system- based-trust and institutional forces influence

“That is what told you. I told you the bank is campaigning for the customers to use online channels, because it can decongest our banking hall but they are not using them……who know may be because of the challenges from the external environment (FY1)”. “We have a justice system that is not effective and efficient. There are instances where bank need protection from customer or need redress for customer. For instance, customers who attempt to make a fraud in the system that even affect some of your customers. The judicial system does not confer banks in Nigeria the advantage of easily bringing those kinds of characters to justice…There are a lot of tedious processes. You approach a court of law, the case will be adjourned, and the judgement will be delayed for month if not years and others. So this kind of delays affects customer patronage and respond to customer complains (GB5)”.

“Technology enabled channels, ATM card, point of sales terminals are not totally trusted In Nigeria given the challenge with internet connectivity (EFInA, 2016 p. 9)”.

Table 4.10 Stages of thematic analysis

Stage Activity Description

1 Familiarization with data: Transcribing data (if necessary), reading and rereading, noting down initial idea.

2 Generation initial code: Coding interested future of the data in systematic fashion across the entire data set, collating data relevant to each code.

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3 Selecting the themes: Collating codes into potential categories and themes. Gathering all data relevant to each potential theme.

4 Reviewing themes: Checking of the themes in relation to code extracts (level one coding) and the entire data set (level two coding).

5 Defining and naming themes:

Ongoing analysis to refine the specifics of each theme and the overall story the analysis tells, generating clear definitions and names of each theme.

Sources: Braun and Clarke (2006, p. 87)

Figure 4.1 Transcribed interviews and field notes uploaded into Nvivo 10