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AN ANALYTICAL STUDY OF CUSTOMER SATISFACTION IN
BANKING SERVICE INDUSRY WITH REFERENCE TO CHENNAI CITY
INTRODUCTION
Business firms realize that marketing is a core element of management
philosophy and key to its success lies in focusing more and more on the customers
oriented. It is the customer who decides where the firm is hedging. Thus, the main
challenge before the marketers is to identify what would appeal and convince the
customer and ensure that customers need, desire & demands are satisfied. Now day’s
customer looks out value for money, therefore Marketers are trying to enhance the
concept or value through unique delivery methods. They realize that product services,
characteristics, customers aspirations & perceptions and the availability of competing
alternatives can be used to check customer satisfaction.
CUSTOMER SATISFACTION
Increasing competition (whether for-profit or nonprofit) is forcing businesses to
pay much more attention to satisfying customers, including by providing strong customer
service. It may help the reader to notice the role of customer service in the overall context
of product or service development and management
The golden words of Warren Buffet said it best:It takes 20 years to build a reputation
and five minutes to ruin it. If you think about that, you’ll do things differently. “

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DIMENSIONS OF SERVICES QUALITY
The dimensions of customer satisfaction of services quality was originally introduced by
Parasuramn A., Valerie Ziethaml and Leonard L. berry in 1995 in the arc of service
quality. SERVQUAL was developed based on the view of the customers assessment.
This assessment was conceptualized as a gap between customers expectations by way of
SERVQUAL from a class of services providers and their evaluation of the performance
of a particulars service provider. SERVQUAL are widely used in variety of studies that
include public services, higher education, hotel, banking, consulting, tourism, marketing,
hospital and telecommunication industry
1. PHYSICAL FACILITIES
Physical facilities refers ‘representing service to the customer by physically’. In it
modern looking visual equipments are available at present in the banking industry, like
pamphlets/ proformas/statements are involved. All these physical facilities are used by
the customers to evaluate the quality of service.
2. RELIABILITY
Reliability means ‘delivering of promises to the customer ’. Reliability can be
defined as the ability to perform the promised services accurately and timely. Customers
want to do business with these consumers who keep their promises and time, especially
promises about their core business services.
3. RESPONSIVENESS
Responsiveness means ‘willing to help the customers’. Responsiveness can be
defined as Employees willing to help the customers and giving the services promptly and
within time. This dimension emphasize on attentiveness and promptness in dealing with
customers request, question complains and problems.

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AN ANALYTICAL STUDY OF CUSTOMER SATISFACTION IN BANKING SERVICE INDUSRY WITH REFERENCE TO CHENNAI CITY INTRODUCTION Business firms realize that marketing is a core element of management philosophy and key to its success lies in focusing more and more on the customers oriented. It is the customer who decides where the firm is hedging. Thus, the main challenge before the marketers is to identify what would appeal and convince the customer and ensure that customers need, desire & demands are satisfied. Now day's customer looks out value for money, therefore Marketers are trying to enhance the concept or value through unique delivery methods. They realize that product services, characteristics, customer's aspirations & perceptions and the availability of competing alternatives can be used to check customer satisfaction. CUSTOMER SATISFACTION Increasing competition (whether for-profit or nonprofit) is forcing businesses to pay much more attention to satisfying customers, including by providing strong customer service. It may help the reader to notice the role of customer service in the overall context of product or service development and management The golden words of Warren Buffet said it best: "It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently. " DIMENSIONS OF SERVICES QUALITY The dimensions of customer satisfaction of services quality was originally introduced by Parasuramn A., Valeri ...
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