Книга: Customer satisfaction in the banking sector

Among the various fields of management, marketing is perhaps the most ambitious and interesting one. Since long time marketing have evolved from being production oriented to customer oriented. The purpose of this study was to assess one of the components of customer relationship management in the banking sector with relation to the banking services provided, which is customer satisfaction. The data collected for this study was by the means of a survey questionnaire. The aim was to have a better idea of the areas in the banking services, which banks must exploit so that to enhance long term relationship with customers and to attract new customers from competitors. The services in which some amendments must be made are revealed in the discussions and analysis chapter.