Exceeding customer expectations
Abstract
Provides insights into NatWest Bank′s approach to managing service quality. Discusses how the bank views service to customers as the fundamental way to differentiate itself in the market place. Describes the adoption of TQM and how NatWest is actively engaged in designing quality processes based on its customers′ expectations. Describes the quality service programme. Contends the importance of product knowledge resulted in a reassessment of service delivery. Concludes that quality of service is the differentiator.
Keywords
Citation
Goodstadt, P. (1990), "Exceeding customer expectations", The TQM Magazine, Vol. 2 No. 2. https://doi.org/10.1108/EUM0000000003029
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited