Perspectives on service quality enhancement through Customer Relations.

      Аннотация: Service Quality was confined to randomised perception which was too heterogeneous to standardize and strategise until the advent of relationship management which ensured a paradigmatic shift towards perceiving service quality based on relationship dimensions. Banking services in India was constrained to manual operation and silos-based functional legacy. Service quality was erratic without a degree of minimum control. When State Bank of India was going through an operational face-lift by elevating it to technological platform, some were of the opinion that it was like an elephant forced to run. The skepticism around the operational reinforcement was demystified once the panacea of relationship management philosophy was embedded with its operating system. A combination of technology and human relationship philosophy rewrote the dimensional attributes of perceived service quality. Technology proved to be the driver and customer relationship management (CRM) was the spirit that fueled the banking services reach to a level of international standard.

Ключевые слова: Bank, Customer Relationship Management, Service Quality, relationship marketing