THE CONTRIBUTION OF QUALITY TO THE CUSTOMER SATISFACTION AND THE PROFITABILITY OF A CONSUMER BANK IN BAHRAIN (CASE STUDY)

Abstract

ABSTRACT : This study attempts to highlight the perceived impact of the Quality in the Service and the Processes in a Consumer Bank on the Customer Satisfaction and Loyalty and consequentely its contribution to the Profitability of the Bank. -Customer Driven Quality To identify the frameworks, values and concepts of the quality model, a case study approach was used. The criteria that builds the values and the concepts are: -Employee participation and development -Strategic planning -Leadership -Continous Improvement and Learing -Information and Analysis Analysing the annual customer satisfaction surveys for 1996 and 1997 that were conducted by the selected Bank in the case study, the conclusion arrived at is that quality have to be an explicit element of the organization's strategic planning process to ensure the acheivement of the goal of high profitability.