Considers the dehumanization and weak service performance in thebanking industry as it seeks to increase its efficiency. Argues thatsince customers are demanding more humanized banking, banks must narrowthis gap between supply and demand by evaluating their marketingdeficiencies and becoming more proactive. Considers a model fordeveloping a banks effectiveness and improving customer satisfaction,thus developing a competitive edge.
Journal of Services Marketing – Emerald Publishing
Published: Jan 1, 1992