Service: the Competitive Edge in Banking
A. Coskun
(Research professor of marketing at the University of North Florida. He has published extensively in retailing, marketing strategy, and international marketing.)
Cheryl J. Frohlich
(Assistant professor of finance at the University of North Florida. Prior to joining the University of North Florida, she had worked for a number of years in commercial banking.)
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Abstract
Considers the dehumanization and weak service performance in the banking industry as it seeks to increase its efficiency. Argues that since customers are demanding more humanized banking, banks must narrow this gap between supply and demand by evaluating their marketing deficiencies and becoming more proactive. Considers a model for developing a bank′s effectiveness and improving customer satisfaction, thus developing a competitive edge.
Keywords
Citation
Coskun, A. and Frohlich, C.J. (1992), "Service: the Competitive Edge in Banking", Journal of Services Marketing, Vol. 6 No. 1, pp. 15-22. https://doi.org/10.1108/08876049210035700
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited