Customer Service Operations Term Paper Example | Topics and Well Written Essays - 2000 words

Customer Service Operations - Term Paper Example In order to carry out qualitative research into the issue, the essay will follow an investigative mode. In this regard, the paper will be based on the case study of ICICI which is a leading bank in Asia, with a strong focus on enhancing its international base as well. It started to operate under the name ICICI in 1994 and has gone on to become the second largest bank in India. (www.icici.com) My choice for this bank came from the fact that globalization is a major trend that has put various countries on the map in terms of trends and customer satisfaction. With a bank like ICICI, it will be easier to study progress from the perspective of a developing bank in terms if it model of customer support systems. In this regard, the literature I have made use of is exhaustive. To begin with, there are texts on customer satisfaction like A Chakrabarty's paper titled Barking up the wrong tree - Factors influencing customer satisfaction in retail banking in UK. This paper has important methodologies that are imperative for the measurement of customer satisfaction. Further, the Cruickshank Report is another important work by Don Cruickshank, which was published in March 2000, for the HM Treasury. This paper is important to the basic structure in terms of its notes on customer satisfaction and rising competition in this sector. In this regard, Morris' paper on the same theme is both a criticism as well as a summation of this paper which further helped evolve the conception and strategies for customer satisfaction i