Improving bank’s customer service on the basis of quality management tools

Abstract

In the current market conditions, when the difference between the characteristics of services is becoming less noticeable, for saving their leading positions and improving competitiveness the loan companies should pay more attention to the relationship with different customer groups. The problem of obtaining service requirements from the customers, the necessary information about the quality of work with services and bank departments, the need for conducting the surveys and studies, analysis of comments and suggestions are especially relevant for the Russian regional banks. This article focuses on the application of quality management tools for improving the process of bank’s customer service. The article presents results of the study conducted by the authors in 2011 and 2015 and aimed to confirm the hypothesis that the use of the tools of quality management in banking activities of customer service improves the competitiveness of the bank, due to better satisfaction of customers’ requirements. The application of QFD and SERVQUAL methodologies is emphasized, the methods of questionnaire and expert survey were used in the process of the study, the satisfaction of different customers’ categories was assessed. The object of the study was regional banks of Russia, located in the Republic of Mordovia. The study resulted in practical recommendations for improving the process of customer service in the regional Russian banks, as well as the proposal of the scheme of process management for customer service at the bank on the basis of various quality management tools.