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.
MCB UP Ltd
Copyright © 1991, MCB UP Limited