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Journal cover: International Journal of Retail & Distribution Management

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Online from: 1973

Subject Area: Industry and Public Sector Management

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The Role of Customer-contact Personnel in the Marketing of a Retail Bank's Services


Document Information:
Title:The Role of Customer-contact Personnel in the Marketing of a Retail Bank's Services
Author(s):Craig C. Julian, (Curtin University of Technology, Perth, Australia), B. Ramaseshan, (Curtin University of Technology, Perth, Australia)
Citation:Craig C. Julian, B. Ramaseshan, (1994) "The Role of Customer-contact Personnel in the Marketing of a Retail Bank's Services", International Journal of Retail & Distribution Management, Vol. 22 Iss: 5, pp.29 - 34
Keywords:attitudes, Australia, Banks, Customer service, Employees, Marketing, Retailing, Training
Article type:Research paper
DOI:10.1108/09590559410067316 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Examines the role and importance of customer-contact personnel in the marketing of a bank's financial services and the importance of customer service in retail banking. Customer-contact personnel from suburban branches of an Australian retail bank identified their level of agreement with statements dealing with customer purchase perceptions, customer purchase behaviour, the personal selling of services and their role and importance in the marketing of the bank's financial services. The results were interesting in that they indicated several key factors that affected service purchase encounters. These factors included the organization's reputation, the role of the customer-contact personnel in the service encounter, level of reward given to the customer-contact personnel for their contribution, the significance of an official sales training programme, word-of-mouth communication and the relationship between the salesperson and the customer.



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