Improvement of Customer Satisfaction in Mortgage Banking: A Customer Satisfaction Audit on Commonwealth Bank of Australia
Seminar paper from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7 , Murdoch University (Murdoch University Business School), course: Services Marketing, language: English, abstract: Customer Satisfaction - darum geht es in dieser Arbeit. Anhand einer führenden australischen Bank zeigt diese Arbeit, wie Kundenzufriedenheit entsteht, wie man sie beeinflusst und verbessern kann. Dies umfasst die Problemerkennung, Situationsanalyse, Ermittlung von diversen Strategien zur Behebung des Kundenzufriedenheitsproblems, Evaluierung der Strategien auf Realisierbarkeit und Erfolgsprognose, sowie Anweisungen zur Umsetzung im operationellen Geschäft. The objective of this report is to increase customer satisfaction of Commonwealth Bank of Australia’s (CBA) first homebuyers mortgage. In regards to this, CBA currently has a low level of customer satisfaction in comparison with the other main banks. Based on the conceptual framework, customers tend to feel dissatisfied with the mortgage service provided by CBA due to the period of time for the mortgage’s approval process as well as the lack of convenience and flexibility of CBA’s services. In an effort to increase satisfaction, the current situation is reviewed resulting in access points to CBA’s weakness in customer satisfaction. Several potential strategies are introduced to tackle the problem. The most promising ones are describes and evaluated in terms of costs and effectiveness to increase customer satisfaction. Finally a “one-stop mortgage centre”-strategy is recommended for implementation in order to decrease customers’ non-financial costs and increase their convenience in first home buyer mortgages.
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