RESEARCH PROBLEM

Star Bank is a conventional bank with a mission to serve small business owners, especially those on the lower end credit spectrum. Management has an aggressive goal: to expand to 3 branches, with two loans and deposits times in five years. However, there is a shortage of human resources. To achieve it, they want to change operations digitally by implementing a new enterprise system that will significantly reduce workload stafffor example, using AI to automate tasks like calculating prices and credit limits for customers. The system will determine the credit decision.

Since the new system was put in place, employee engagement has fallen, absenteeism has increased, and often employees are thinking that the new system only made them sick and not very useful in their jobs. They have years of experience in this work. Customers are starting to take notice; Net Promoter Score has dropped, and comments in the customer survey included complaints such as "tellers who seem to be a bother" and "managers who don't help." This red flag is brought to the attention of management.

They want to know what to do to resolve this situation. Management approaches you as a consultant management to conduct research. You understand that the first step of the research process is formulate research problems. You need to translate a management problem into a marketing research problem.

a) Formulate a proper research problem for Star Bank management by following these steps

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