Effects of Strategic Positioning of Service Delivery on Customer Satisfaction - a Case Study of FINA Bank
International Journal of Scientific and Research Publications, Volume 5, Issue 5, May 2015 1 ISSN 2250-3153 Effects of Strategic Positioning of Service Delivery on Customer Satisfaction - A Case Study of FINA Bank Asaph Ngetha Kamau *, Moses Kimani Wafula ** * Transactions officer Guaranty Trust Bank Mombasa-Branch, P.O Box 90089-80100 ** Senior Assistant Librarian Jomo Kenyatta University of Agriculture and Technology Mombasa CBD, P.O Box 81310-80100, Mombasa Abstract- This paper investigates the effects of strategic banking, seven-day and anywhere banking, internet banking, positioning of service delivery on customer satisfaction a case of extended business hours, ATM network, corporate banking, Fina Bank Mombasa. Several publications, reference materials as mobile banking etc to remain competitive in the market. Today, well as some unpublished literature are used to compile the customers are increasingly becoming aware of the options and literature review with discussion on the topic under study. At the offers banks provide in retaining them as potential customers. time of study, the population comprised of customers and the (Krishnaveni & Divya Prava, 2004, Sachdev & Verma, 2004, staff totaling to 250 respondents. The researcher issued out 250 Aurora and Malhotra, 1997). questionnaires and received 67. Respondents were grouped into Positioning can be defined as collection of creative activities strata’s under their departments. Data collection was through that manipulates the consumers’ mind in favor of the brand. The questionnaires. Both qualitative and quantitative techniques were emphasis was that positioning starts with a product and ends up used to analyze the data collected. Majority the respondents creating a space and occupying it in the consumers’ minds.
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