Quality of service and employee participation/focus is called for now, more than
ever before. Consumers are increasingly aware of the alternatives on offer and rising
standards of service. Their expectations of service and quality are elevated and they
are increasingly critical of the quality of service experienced. Quality of service and
customer care are key components of the marketing strategy that need to be adopted
by banks and in general by service organisations. Central to that is an emphasis on the
importance of the employees’ role in achieving competitive differentiation.