In today’s competitive environment relationship marketing is critical to banking
corporate success. Banking is a customer oriented services industry and banks realized
that business depends on customer service and the satisfaction of the customer.
This is compelling them to improve customer service and build relationships with
customers in every possible medium like branch banking, online banking, online emails
promotions, SMS promotions and social networking feeds.
The blend of three banking relationship dimensions, traditional services, multi
channel banking and internal banking, which lead to customer satisfaction survey in great
extent, these were identified through factor analysis. A perceptual customer satisfaction
index score is generated using the haapi™
framework and CHI®
Express business intelligence solutions. And these solutions helped to
identify how each bank was positioned in the customers’ minds.