Abstract:

South Africans perceive all major banks as offering the same range of products. Hence, one of the few areas for differentiation between banks, is the quality of service each provides. Traditionally, however, banks have emphasised technical skills and paid scant attention to quality of customer service. This has resulted in a Service Quality Gap experienced by many customers; a condition exacerbated by increased competitiveness.This paper describes in detail, the effective implementation of this unique system and its value, in a pilot project, in significantly improving the customer-perceived quality of service offered in 8 bank branches.