In this research customer service excellence in First National Bank in the Port Elizabeth metropole was investigated. From the industry and competitor analysis it can be concluded that banking is a highly competitive industry that is undergoing constant change because of fierce competition. The literature survey was aimed at placing the concept of service quality, excellence and customer loyalty which lead to customer retention into perspective. The concept of total quality management outlining the specific requirements of how the concept can be utilised and how a service quality programme can be implemented was discussed. The purpose of the empirical study was to test customers’ perceptions of service provided by First National Bank and to contribute with useful information to the bank studied. From these findings improvements and recommendations were suggested as a guideline for any bank to follow to improve customer service levels. The empirical study results were satisfactory and informative. The meaningful positive responses that were identified can be utilised as competitive marketing strategies by FNB. The meaningful negative concerns the bank should consider improving upon and attention should be given to the language and SBU differences outlined.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nmmu/vital:10838 |
| Date | January 2000 |
| Creators | Keet, Marius |
| Publisher | Port Elizabeth Technikon, Faculty of Management, Business Administration |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis, Masters, MTech |
| Format | 204 leaves, pdf |
| Rights | Nelson Mandela Metropolitan University |
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