APPLICATION OF INDEXMODELS FOR MEASURING CUSTOMER SATISFACTION IN CORPORATE BANKING
HRISTINA HRISTOVA
Abstract
For modern banks customer satisfaction meaning acquires a strategic success factor. Its measurement enables bank management to identify factors that lead to the departure of customers and reduce their appearance. Information on satisfaction helps to detect potential market opportunities and provide competitive advantage. Elevated levels of customer satisfaction provoke many positive consequences for the banking business: increasing sales, making the second purchase, improve corporate image, reduce customer complaints, lower marketing costs, reduce business risk, lower price elasticity, prevent this market share from competitors. Given these positive effects deriving satisfaction as a key business objective for banking institutions is understandable and logical.
Key words
Customer satisfaction, corporate banking, index models
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