Abstract

This case study is about a loan applicant and the problems he faces because of the lack of product knowledge, clarity, & customer service on the part of the bank officials.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To understand the important elements of a successful marketing activity.
• To discuss and understand the importance of customer satisfaction / delight and its effect on business.
• Highlight the importance of product knowledge in Marketing: clarity in communication
• customer response
• follow-up, and timely closure of deals.

Keywords

Service marketing, Marketing of financial products/services, customer satisfaction, delight, product knowledge, customer response