Customer satisfaction in total quality management and an application in a bank

The increasing competition circumstances of today in the service sector has directed the firms to take measures to increase the quality of service. In order to be able to increase the quality of service, first of all, the factors influencing this should be specified. Therefore, the questions such as, what is quality? what is service quality? what are the elements of service quality? should be answered.In Turkey, several firms are applying today the total quality management. The changes in the market economy of our country have caused the enterprises to be confronted with an increasing competition and due to such reason, the enterprises have been obliged to develop achievement strategies like being able to be adapted, to improve the quality.One of the most significant elements which is a determining element in the service quality is the customer. As contrary to traditional approaches, today, it has been understood that the firms should be directed to customer ? focused approaches, to be able to increase their power of competition. What is important here is to know the clients, to determine their needs and to be able to generate solutions accordingly. Therefore, the firms, first of all, should know their clients closely. The concepts such as, customer ? focused, customer satisfaction must be well understood and applied and by this way the firms should try to achieve a leading position in their own sectors.The customer is the person who receives the results of a work. The quality of the service appears through the client and this is perceived by the client. Therefore, whether a service is of high quality or not is proportional to what the client perceives.