1. ABSTRACT
The delivery of Quality Service in the Banking sector has been a key
success factor for financial institutions worldwide. It is even more interesting
and yet challenging to discover how such an organization in Greece of 2011 is
managing Service Quality and takes steps towards Customer Service
Excellence.
In 2010, Greece’s sovereign debt triggered the new financial crisis,
creating a huge discomfort to investors worldwide and moreover to Greece’s
domestic Banks. The research analyzed the current social, political,
economic, technological factors that affect Greek Banks and especially CBA
Bank, by using the appropriate tools (PEST, TOWS Matrix), focused on the
success of the “Customer Journey” project for the improvement of Customer
Service, aiming at achieving Customer Service Excellence. With an effective
Survey design and analysis (Pareto analysis) of the data collected, the
researcher outlined 10 proposals for implementation and the role of the
respective Bank’s Departments in the implementation, as a roadmap to be
followed by CBA Bank.
These final proposals are considered as useful steps that any
financial institution can overtake, when applying niche marketing strategies, in
order to take advantage of the institutions’ internal strengths and seize
external opportunities arising from the current macroeconomic environment,
aiming at increasing clientele base and sales revenues.