Book description
This book uses insights from services marketing to illustrate how financial service providers should utilize service marketing concepts to provide customers with quality, satisfaction, and memorable experience.
Marketing has been traditionally goods oriented with a business to customer focus. However, it is established that financial service organizations also need a focused marketing strategy in the business to consumer space.
This book uses insights from services marketing to illustrate how financial service providers should utilize service marketing concepts to provide customers with quality, satisfaction, and memorable experience. This book is particularly useful to managers in financial organizations, executives enrolled in a management course, faculty and post graduate students of a management course.
Table of contents
- Cover
- Half-Title Page
- Title Page
- Copyright
- Description
- Contents
- Chapter 1 An Overview of Consumer Financial Products and Service-Oriented Marketing
- Chapter 2 Distinctive Features of Retail Financial Products as Services and Consumer Decision Making
- Chapter 3 Managing Customer Expectations
- Chapter 4 Customer Perceptions of Financial Service Products, Service Quality, and Customer Satisfaction
- Chapter 5 Implementing a Relationship-Oriented Service Plan for a Financial Service Product
- References
- Appendix 1 Financial Goals Worksheet
- Appendix 2 Customer Service Sample Voice Prompts for Banks and Related Financial Services
- Appendix 3 When Serving Customers Became Tough?
- About the Author
- Index
- Backcover
Product information
- Title: Marketing of Consumer Financial Products
- Author(s):
- Release date: February 2023
- Publisher(s): Business Expert Press
- ISBN: 9781637424315
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