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Customer Service Strategies in Financial Retailing

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 March 1991


This article aims to help bankers and managers of financial institutions to understand the importance of customer service. It shows that poor customer service is a cancer and that service quality is now more important than the “4Ps” of the marketing mix. Four steps of a customer service strategy are outlined: establish commitment to the key components of customer service; identify relative importance of service components to customers; identify market segments by service requirements; design customer service policies.



Mon Wong, S. and Perry, C. (1991), "Customer Service Strategies in Financial Retailing", International Journal of Bank Marketing, Vol. 9 No. 3, pp. 11-16.




Copyright © 1991, MCB UP Limited