L’impact de la qualité d’accueil sur le service bancaire

Abstract EN

Recognized as a vector of customer satisfaction and as a factor of efficiency, profitability and differentiation, reception is part of the overall communication policy of the organization and is entrusted to professionals, many organizations use Information and communication technologies to strengthen their reception function.

It is in this context that banking marketing intervenes using strategies such as the RCMP and the benchmarking approach, which today's bank must introduce, in order to cope with a market characterized by a strong Competition, and on the other hand by a very demanding clientele..

As a result, each society must focus on appropriating technologies according to its specific development priorities and needs rather than adapting them to being part of a defined information society, advanced.

On the one hand, the information society must be understood as a fundamentally human process and, on the other, that information must not be reduced to its economic function and considered as a simple Source of profit.