Managing the bank service encounter: A conceptual model

Abstract

In financial services marketing, especially among banks, there are a limited number of chances to impress the customer, since the services are becoming more automated. Since personal interactions with customers are becoming less numerous, customers are expecting higher quality contacts and more individual treatment. This paper proposes a service encounter management model which may impact on the customers service experience. By matching service employees with customers, the effects of certain human resources strategies may be ascertained through the customers perception of the employee service quality and the overall service quality.

Opsomming
Daar is 'n beperkte geleenthede om die finansiele dienste klient, veral die in banke, te beindruk, aangesien dienste al meer ge-outomatiseer raak. Seinde persoonlike kontak met kliente al minder word, verwag kliente hoer gehalte kontak en meer individuele behandeling. Hierdie artikel stel 'n bestuursmodel vir diensontmoetings voor wat 'n impak op kliente se dienservarings mag he. Deur dienswerknemers met kliente te verbind kan bepaalde menslike hulpbronstrategie-effekte vasgestel word, deur middel van kliente se persepsie van werknemer-diensgehalte en algemene diensgehalte.