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Customer Service Strategies in Financial Retailing

Customer Service Strategies in Financial Retailing This article aims to help bankers and managers of financialinstitutions to understand the importance of customer service. It showsthat poor customer service is a cancer and that service quality is nowmore important than the 4Ps of the marketing mix. Foursteps of a customer service strategy are outlined establish commitmentto the key components of customer service identify relative importanceof service components to customers identify market segments by servicerequirements design customer service policies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Customer Service Strategies in Financial Retailing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/02652329110001882
Publisher site
See Article on Publisher Site

Abstract

This article aims to help bankers and managers of financialinstitutions to understand the importance of customer service. It showsthat poor customer service is a cancer and that service quality is nowmore important than the 4Ps of the marketing mix. Foursteps of a customer service strategy are outlined establish commitmentto the key components of customer service identify relative importanceof service components to customers identify market segments by servicerequirements design customer service policies.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Mar 1, 1991

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