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Commerce Bank

Decent Essays

Nova Southeastern University
H. Wayne Huizenga School of Business & Entrepreneurship

Assignment for Course: OPS 5095, Service Operations Management

Submitted to: Dr. Joseph Chavez

Submitted by: Xiaoyan Jiang N01438073

Date of Submission: 5/5/2013

Title of Assignment: Commerce Bank

CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have also cited any sources from which I used data, ideas or words, either quoted directly or paraphrased. I also certify that this paper was prepared by me specifically for this course.

Student 's Signature: Xiaoyan Jiang …show more content…

to Boston (Frei, 2006).
Problem Statement
Commerce Bank was to stay ahead, who wants to leave a clear impression in customer’s minds. It paid more attention on its service, not price. Retailtainment is the mean idea of Commerce Bank.
Analysis
For Commerce Bank, the good relationship between bank and customers is the most important thing, who wants to keep a high customer loyalty, than care about the profitability.
Although Banking industry paid more attention on on-line bank, but for Commerce Bank, who training their employees at University center, and prepare for a good service of face to face. Commerce Bank was focusing on providing the good service for each customer, which is totally different than other competitors. It put a large amount investment into its special service, or “Retailtainment” for customers, therefore it ignored to improve the products. At Commerce Bank’s front door, every customer were served as same as feeling at home. Most of people like it with this special business strategy, on the other hand, some people will complain about the service is too much, there is lack of tellers. There also has a really good system in Commerce Bank, which called “WOW”, and this program also make its profits increased from 1998 to 2001.
For this unique Commerce Bank, its customers are categorized as personalizing and convenience customers. The personalizing customers who very enjoy the good and special service experience,

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