Customer satisfaction impact on banking services and relationship management innovation
Customer satisfaction impact on banking services and relationship management innovation

Summary/Abstract: As changing the culture of the organization is one of the main assessments in a global competing environment, this paper has researched the importance of the customer satisfaction and relationship management in corporate policy of an financial institution, bank from Serbia. For that purpose are presented the core values of the customer satisfaction index and theories, on which the framework of the research is based. Customer Satisfaction Survey was carried out throughout the 2014, targeting all client segments and covering geographical regions where bank operates, based on a random sample, including 700 loan clients of the bank. As the part of the survey an investigating of clients' drop out reasons, has been realized too. Main findings supported the importance and the possible impact of the Satisfaction customer research results on deign of future services, innovations in products and relationship management of the bank has adopted Client Experience Standards after the survey, as well as Corporate Social Performance policy as framework documents for further permanent improving of customers conditions, access to financial services, relationship management and social responsibility of the institution, and contribution to the society.

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