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Essay / Research Paper Abstract
6 pages in length. The future of customer satisfaction within the banking industry hinges upon astute marketing tactics and continued technological advancements such as automation, ATM's and debit cards; clearly, the human element is becoming less and less important in order for the industry to successfully move forward in its never-ending quest to attract and retain clientele. Bibliography lists 8 sources.
Page Count:
6 pages (~225 words per page)
File: LM1_TLCBankCust.rtf
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Unformatted sample text from the term paper:
is becoming less and less important in order for the industry to successfully move forward in its never-ending quest to attract and retain clientele.
The importance of services marketing has come to redefine the way in which the global economy operates, clearly illustrated with the knowledge that services account for approximately three-fourths of
all developed nations employment and GDP (Murthy, no date). Moreover, the ever-growing trend toward services-related employment has created a decidedly top heavy concentration of opportunities throughout these countries.
As such, services marketing has become both a mainstay and significant presence in virtually all industries, not the least of which includes banking, inasmuch as there is hardly a sector
of commerce that does not in some way require a level of customer satisfaction. "...Studying services marketing is indispensable regardless of the industry one chooses to work in, as
services pervade the world around us, from banking and financial services to logistics, healthcare, transportation, hospitality and tourism, e-commerce and other web-based services and consulting, to name just a few....In
services, there is no boundary between marketing and other functions such as operations, finance and human resource management" (Murthy, no date). The
fundamental objective of services marketing is to "design, deliver and communicate a superior value proposition to your service customers while effectively maintaining a robust bottom line" (Phillips, 2000). Recognizing
what to do is the first challenge; however, knowing how to implement the process is what ultimately separates successful businesses from failures. Targeting specific markets is a critical component to
establishing a secure consumer base throughout the banking industry; however, it is becoming more and more difficult to define the ever-blurring line of clear-cut barriers when it comes to customer
...