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.
International Journal of Bank Marketing – Emerald Publishing
Published: Mar 1, 1991