ABSTRACT
This chapter focuses on the difficulties of differentiation within the financial services sector and reached the conclusion that, since the majority of the components of the marketing mix can be imitated with reasonable ease, it may be that organizations within the sector need to focus on the provision of excellent service quality if they are to achieve the differential advantage that their customers are seeking. The chapter reviews this proposition through trying to understand what service quality is and how it can help to generate customer satisfaction and it have also looked at the components of service quality. Moving on then to look at the topic from a more practical point of view, it have examined the concepts of relationship marketing and customer relationship management and their application within the management of financial services. Therefore, customer relationship management has been a key feature of banking and other areas of the financial services sector for a number of years now.
