Index of Paper Presentations for the Parallel Sessions - Academy of ...

QuickTime and adecompressorare needed to see this picture.Research Design and Method:Two privately owned banks and one government owned bank were chosen as the site for thisstudy. This study on servicescape was an exploratory study and since qualitative research lendsitself particularly well to exploratory and descriptive research enquiries we decided on obtaininginsight through qualitative interviews of key informants (McGivern, 2006). The interviewprotocol was guided purely by the modified International Servicescape Construct of Hightower(2010) and Service Consumers‘ Symbolically Mediated Perception of Servicescape (Figure 1 andFigure 2). The Bangladesh study is exploratory in nature. Because it was necessary that theresearchers obtain detailed information regarding the individual retail bank client‘s attitude andbehaviour with respect to various attributes of the servicescape, thirty (30) mini-depth interviewswere conducted. Out of the 30 interviews 24 were conducted with retail banking clients and 6were done with the bank employees. The mini-depth interviews lasted for approximately 20minutes with each client as is the norm in conducting mini-depth interviews (McGivern, 2006).The recruitment of the interviewees was done on site: inside the premises of the retail banksunder study. This convenience sampling is also known as ‗outcropping‘ and was used to