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    STUDIA OECONOMICA - Issue no. 1 / 2003  
         
  Article:   QUALITY AND MARKETING IN FINANCIAL SERVICES SECTOR.

Authors:  JÁNOS FOJTIK, LÁSZLÓ FARKAS.
 
       
         
  Abstract:  The purpose of this article is to give a framework for analyzing correspondence between services quality and marketing on the literature review basis. After defining three types of quality the models for measuring quality and customer satisfaction are discussed with emphasis on financial services. The authors argue that both internal and interactive processes have importance in services marketing. Significant role of relationship marketing and consumer behavior is underlined. Relationship here is partly of personal character, and partly an industry-customer relationship. It is to notice that in financial services is especially important for the customers to perceive that the „front officials" are committed to both the service and the provider at the same time. It is an advantage for quality of customer relationships, because it continuously increases authenticity and helps the development of mutual trust, if the provider’s staff behaves as a customer within the company. Strategies are proposed for reaching different customer groups.  
         
     
         
         
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