The Royal road to service quality in banking

A case history read at the AMSO Annual Conference, 1993. It describes how the Royal Bank of Scotland, following a radical change in objectives and strategy, set up and benefited from a more subtle research programme to monitor customer satisfaction, including mystery shopping.

The Royal road to service quality in banking

John Murphy and Ann Morgan

Managements concerned to improve their levels of customer service need to understand something of the levels and causes of satisfaction or dissatisfaction with the existing services. That sounds a simple enough task, but in an area which is inevitably somewhat nebulous it is by no means easy to get it right. This paper, read at the AMSO conference, describes how the Royal Bank of Scotland, following a radical change in objectives and strategy, moved to a more subtle approach than it had used hitherto.

The Royal...

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