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Customer Service Banking in Branches - Essay Example

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Summary
Services industry in general has undergone a sea change in recent years. The main reason for this change is the undercurrent of globalization which empowered the market forces to the extent that not only the policies of companies but economies also started depending upon the market forces for cues…
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Customer Service Banking in Branches
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Download file to see previous pages Therefore, while the headquarters of banks are to decide about policies and strategies for different countries and regions, the role of branches becomes very crucial for attracting customers. Though internet banking has also arrived on the horizon, an average banker still prefers banking with the branches in the neighborhood. Customer services form the key factor in making the banking experience enjoyable for a retail customer. Today value addition and management of quality are the buzzwords not only for the manufacturing sector but for services sector as well. Therefore it is an emerging subject with potential of having a long term impact on the business prospects and profitability on the services sector. In fact if we take a look at some of the international banks, it becomes all the more clear when we see the way they have evolved over the years, while spreading their reach to countries and regions outside their home ground. Taking good care of customers happens to be one of the key focus areas of these banks. In fact, at times banks go overboard in order to please the customer and keep rolling their finances. Perhaps this sense of urgency is one of the factors behind the sub-prime crisis that has shaken the economies around the world. In any case, the study will be limited to study and analyze the customer care aspect of bank branches without going much in detail on the sup-prime aspects.

Research Questions and Objectives
The main intention of the study is to develop an understanding of the concepts of services sector in general and banking industry in particular. During the study an effort will be made to observe the general working at couple of branches of at least two different banks to seek answers to the following key objectives.
Establish a well studied relationship between the economic prospects and banking industry. The relationship has in effect undergone rapid changes in view of the fast spreading effects of globalization
Analyze some of the progressive banks and compare their growth with some of the leading industries/ companies. This will help in finding out the attractive factors making the sector unique.
Analyzing the impact of e-commerce and e-banking in the overall banking business and the segment or percentage of people making use of such advance facilities.
Some of the steps initiated by banks in order to reduce the turnaround time and making the banking experience of customer at the branches less tiring.
Analyzing the broader perceptions of customers towards facilitation of banking at branches.

Research Methodology
Research approaches and methods radically influence the research content and, consequently, the policies designed in response to that content. Research philosophy is a belief about the way in which data about a phenomenon should be gathered, analyzed and used. This thesis is a qualitative case study which focuses on an analysis of the policies being adopted by banks to cater to the needs of the customer at their branches. To carry out such a study in general we resort to two main approaches;
Deductive reasoning, which works from the more general to the more specific subjects. Sometimes this is informally called a "top-down" approach. In such approach we take up the 'theory' and then try ...Download file to see next pagesRead More
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