The Landscape of Service Orientation in Banking Industry

Abstract

In the current service environment in which banks are under increasing pressure not only increase revenue but also respond quickly to changing market conditions, banks will be successful only if they transform themselves and become on demand businesses. Numerous academic reports on service orientation studies resulted in hardship of its real antecedents and outcome identification of among managers and academics. In this study the service orientation literature will be reviewed and furnished, theoretically, followed by posing discussions on different aspects of service orientation. A review on the service definitions and characteristics commences in advance, and then, an overview of different approaches in implications of the service orientation literature as well as dimensions of service orientation will be provided. The paper finds that the literature offers a comprehensive, yet fragmented, picture of service orientation meaning and its improvement ways.