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A business without customers is no business.TQM has been popularized by quality gurus yet it still remains elusive.This book focuses on the application of TQM on customer services in commercial banks taking an empirical perspective.Bankers,service marketers and scholars can benefit from the use of emphasis curves,time and motion log and servqual instruments.The author noted that there is a "wheel of banking"where TQM application is higher when banks are still small and new.As they grow their adherence to quality principles decline yet they now have more resources to spare.