Return on Quality at Chase Manhattan Bank

Interfaces - Tập 29 Số 2 - Trang 62-72 - 1999
Roland T. Rust1, Timothy L. Keiningham2, Stephen Clemens3, Anthony J. Zahorik4
1Owen Graduate School of Management, Vanderbilt University, Nashville, Tennessee, 37203
2Marketing Metrics, Inc., 305 Route 17, Paramus, New Jersey 07652-2905
3HealthStream, 209 10th Avenue South, Nashville, Tennessee 37203
4Burke Institute, 517 32nd Avenue South, Nashville, Tennessee 37212

Tóm tắt

A method called “return on quality (ROQ)” has been proposed to evaluate the financial impact of efforts to improve service quality. It quantifies the projected net present value of an improvement project and calculates return on investment. During 1995 and 1996, Chase Manhattan Bank applied the method in a controlled experiment with four test branches and four control branches within the retail banking network, with a two-day training program aimed at enhancing service delivery and customer satisfaction. Its primary purpose was to assess the usefulness of the ROQ approach in improving customer service. Largely because of the bank's merger with Chemical Bank, the study was not executed as planned. Despite this, the study showed favorable results from the training effort. The ROQ model facilitated interpretation of the study and appears useful for estimating the financial returns arising from service quality initiatives.

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Interfaces

Tập 29 Số 2

62-72

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