Customer retention through service quality.: An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on January 1, 1994. The length of the article is 1922 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Customer retention is a major concern for banks given the growing competition for the number of customers. One bank that is doing very well in this area is the National Bank of Middlebury in Middlebury, VT. The bank owes its success in retaining customers to its team-based quality service program. The goal of this program is to open lines of communication between the bank and its customers to obtain the latter's views, ideas and suggestions. To achieve this, the bank implemented a call program, under which bank employees telephone randomly selected customers to inquire if the bank is meeting their needs. Additionally, questionnaires are placed in branch lobbies and market surveys are conducted. Because of the customers' feedback, the National Bank of Middlebury extended its banking hours and introduced several new products. The bank has succeeded in raising its checking account deposits by nearly 10% in 1992-1993 while the actual dollars in these accounts grew by 6%.

Citation Details
Title: Customer retention through service quality.
Author: Cathy F. Merrill
Publication:Bank Marketing (Magazine/Journal)
Date: January 1, 1994
Publisher: Bank Marketing Assn.
Volume: v26 Issue: n1 Page: p15(4)

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