Subject The article considers ways to perfect the customer service quality of commercial banks. Objectives The study aims to formulate theoretical principles for creating the quality management system in a bank, and to develop and implement relevant practical recommendations. Methods We applied logic simulation to underpin the urgency of improving the customer service quality, primarily of individual customers, and compared methods for service quality assessment (scope of application, advantages and disadvantages). The performed statistical analysis enabled to reveal the correlation between service quality and eventual result of bank's financial operations. Results We disclosed criteria and indicators characterizing the quality of customer service; described the substance of bank quality management; analyzed the topics of customer inquiries filed with Sberbank of Russia and causes of complaints; reviewed major measures taken by Sberbank to improve its service quality, and formulated proposals for data processing program modernization. The study proves that bank's economic activity depends on service quality, and presents the customer satisfaction rating of the world's biggest banks. Conclusions Under the current crisis in the banking sphere, it is crucial to perfect the quality of customer service. For this purpose, there is a good methodological framework and ICT base forming the foundation of quality management and enabling some Russian and foreign banks to achieve high performance. However, it is still necessary to improve the customer complaint management program, information and communication technologies for remote banking, and product line.
Keywords: quality, service, marketing, management, bank
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