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1 2002

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Marketing i jakość - wzajemne związki (na przykładzie instytucji bankowych)

Opolski K.

Problemy Jakości

2002

R. 34, nr 3

37-42

It is much better to be first in "human mind" as on the real market. It is so therefore, because the imagination about an organization or product and firm position, is much more important as factual reality. It evidences the example of banks, presented in published article. The image of organization can be here used as very specific "quality tool" for to attract customers. They act very often emotionally and not rationally. The comparison of 2 big banks, functioning on Polish market, demonstrates very good examples for the people thinking and acting in that way. The market image helps very strongly in the creation of positive reputation of company or organization. But without real care on customer, such achievement is not possible in long-term strategies. Therefore the both, over mentioned elements, should be considered in practical performance. Many interesting observations and conclusions, not only important for bank clerks or managers, are here demonstrated.