Customer satisfaction management in Italian banks

Abstract

Purpose -The purpose of this paper is to present the results of a survey that aimed to analyse the state of organisational and operative evolution of the functions and activities overseeing customer satisfaction in Italian banks. Design/methodology/approach -The research was conducted by questionnaire, to which 92 banks responded, representative of 77 per cent of the total assets of the Italian banking system. Findings -The analysis of the results makes it possible to highlight the current approaches aimed at managing customer satisfaction, as well as the extent of integration between this and other management processes within the banks surveyed. The authors found that in these banks customer satisfaction is no longer a staff activity but increasingly a line activity, it involves the responsibility of top management and is a key indicator in staff incentive schemes. Originality/value -The research aims to contribute to the literature on customer satisfaction on the one hand, by verifying if and how banks measure and manage some of the customer satisfaction cause-effect relationships investigated by studies on the subject and, on the other hand, by focusing attention on organisation and internal processes aimed to support the assessment and improvement of customer satisfaction.

The relationship among customer satisfaction, loyalty and financial performance of commercial banks

“…Compliance with the consumers' needs and requirements (Bilan, 2013), comprehensive customer care and the bank customers satisfaction is currently in the centre of attention of researchers and bankers (as it represents an important marketing variable for most of the companies (Munari et al, 2013).…”

“…Arguably the most frequently used methodology is a regression analysis framework (e.g., Murugiah & Akgam, 2015;Kheng et al 2010;Wang & Wallendorf, 2006). Descriptive and simple inferential analysis are widely used as well (Chavan & Ahmad, 2013;Munari et al, 2013;Bena, 2010). Association between qualitative factors in contingency tables is analysed by Pearson's statistics (Belás, Cipovová, & Demjan, 2014).…”

Which Clients Use More Banks and Banking Products?

“…Many authors examine the issue of satisfaction of banks' customers in the context of bank management, for example Munari, Ielasi and Bajetta (2013); Chavan and Ahmad (2013); Grigoroudis, Tsitsiridi and Zopounidis (2013).…”

“…Compliance with the consumers' needs and requirements (Bilan, 2013), comprehensive customer care and the bank customers satisfaction is currently in the centre of attention of researchers and bankers, as it represents an important marketing variable for most of the companies, especially those working in the most competitive markets (Munari, Ielasi, Bajetta, 2013;De Matos, Henrique, and De Rosa, 2013).…”

Factors for Customer Satisfaction and Customer Dissatisfaction in Commercial Banks

“…Based on Munari et al (2013), customer satisfaction surveys are the main source of information to set strategies aimed at meeting needs or understanding of customer perceptions, most importantly showing relationships and possible areas of improvement for customers. A total of 537 questionnaires were circulated to bank customers of top five banks in Kenya through bank branches and the internet (social media).…”