Abstract:

The purpose of this paper is to discuss the importance of the proper management of Customer Satisfaction, in a sector, such as banking, that has seen enormous development in competition over the past few years. The paper will initially examine one or two elements that are characteristic of the Italian scenario and which highlight the effort sustained by the banks in countering the competition. We shall then move on to look at what orientation towards Customer Satisfaction entiais, before finally illustrating a means of successfully managing it, developed as a result of our experience gained in carrying out various surveys in this sector. This approach looks at the possibility of improving a bank's relationship with its customers, on the basis of the constraints and opportunities afforded by the internal structure of the bank and by the external competitive environment within which its outlets operate.