This book uses insights from services marketing to illustrate how financial service providers should utilize service marketing concepts to provide customers with quality, satisfaction, and memorable experience.
Marketing has been traditionally goods oriented with a business to customer focus. However, it is established that financial service organizations also need a focused marketing strategy in the business to consumer space.
This book uses insights from services marketing to illustrate how financial service providers should utilize service marketing concepts to provide customers with quality, satisfaction, and memorable experience. This book is particularly useful to managers in financial organizations, executives enrolled in a management course, faculty and post graduate students of a management course.
Author(s): Ritu Srivastava
Publisher: Business Expert Press
Year: 2023
Language: English
Pages: 141
City: New York
Cover
Halftitle
Title
Copyright
Description
Contents
Chapter 1: An Overview of Consumer Financial Products and Service-Oriented Marketing
Chapter 2: Distinctive Features of Retail Financial Products as Services and Consumer Decision Making
Chapter 3: Managing Customer Expectations
Chapter 4: Customer Perceptions of Financial Service Products, Service Quality, and Customer Satisfaction
Chapter 5: Implementing a Relationship-Oriented Service Plan for a Financial Service Product
References
Appendix 1: Financial Goals Worksheet
Appendix 2: Customer Service Sample Voice Prompts for Banks and Related Financial Services
Appendix 3: When Serving Customers Became Tough?
About the Author
Index
Adpage
Backcover
