Imagine you are a consultant and you have been asked to give a seminar to bank employees on how they can use the five dimensions of service to improve customers' perceptions about the quality of the bank's service. What ideas would you give them to better customers' perception of each of the bank's service dimensions?

Question

What will be an ideal response?

Answer 1

All students must list and address all five dimensions, but how this is done will vary from student to student. The following are possible answers.
RELIABILITY: The customer's new checks were ready when the bank said they would be ready and they are correct. The loan papers were ready to be signed when they were supposed to be ready. Appointments with bank personnel are kept on schedule. The bank provides needed information about its services when requested.
RESPONSIVENESS: The waiting lines are either short or non-existent. Phone calls are returned as soon as possible. Requests are answered on a personalized basis rather than in a bureaucratic manner.
ASSURANCE: The staff is knowledgeable and well-trained and where possible have credentials to indicate their training. The bank has a reputation as a financially strong institution. The bank and its employees are seen as trustworthy.
EMPATHY: The bank employees acknowledge customers by name and remember previous problems and preferences. The bank understands some people have special needs and tries to anticipate those customer needs. The bank employees practice good listening.
TANGIBLES: The bank is decorated with furniture that is perceived as solid, long-lasting, traditional and not ostentatious and a good value. Awards or articles about the bank could be posted in the lobby or entry hall. Brochures and pamphlets are well-designed and user-friendly.