Write An Essay On The Role Of Customer Orientation In Public Sector

He should not be considered as a rude interruption in work, rather he is the purpose of the work. But for customers, banks may not have any business or work. He is therefore, not an outsider but a part of the bank and its business. Banks are certainly not doing him any favour by serving him; he is doing a favour to the bank by giving it an opportunity to do so. These are the quotes of the Father of the Nation, Gandhi.
During the 1950s and 1960s, the perception of the banks was to serve the customers rather than to satisfy the customers. Service to customers to their satisfaction was absent during that period. After the nationalization of banks in 1969, they were more akin to customer orientation rather than profit orientation. After the financial sector reforms in 1990, the banks have got the onus to gratify the customers to retain them in their fold.
At the moment, banks

That is why now banks interact in a cut-throat competition to provide the quickest and cheapest mode of offering. The public sector banks have been compelled to adopt novel way of advertising to survive in the marketplace which demanded of the bank employees to alter their mindset towards greater progressed services. The future banking will be more technological and innovation-oriented with productivity to more pronounced customer loyalty. These changes have also caused a reduction of profits and a re-orientation of banking strategy towards quality service provision.20 The advent of new private sector and foreign banks had decreased earning margins and sales of banks. All Commercial banks in the marketplace attempt to sell more merchandise, undertake new dynamic advertising and marketing techniques, to develop new modern merchandise and to place extra emphasis on the fine of each the tangible and the intangible aspects of their