Service: the Competitive Edge in Banking
- 1 January 1992
- journal article
- Published by Emerald Publishing in Journal of Services Marketing
- Vol. 6 (1) , 15-22
- https://doi.org/10.1108/08876049210035700
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
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