Since 2002, SABB has implemented a strategic plan called "Putting Customers First". Under this plan, customers would be the primary focus of the bank instead of giving more priority to products and services. The plan called for a total internal re-organization of the Bank to train employees to be focused and to align the delivery of its services to both corporate and personal customers (SABB 2002: 14).
SABB's confidence that the plan will deliver benefits to its customers, the shareholders, and the Bank as part of its vision to be the leading financial services group in Saudi Arabia is shown by the successful increases in net income from SAR 830 million to 2.5 billion, assets from SAR 41.92 to 65.9 billion, and deposits from SAR 31.5 to 48.5 billion from the end of 2001 to the end of 2005 (SABB 2006: 16-17).
SABB is the leading provider of value added and innovative Islamic financial product and services in Saudi Arabia. This is achieved while following principles of Shari'a whose core investment and market guidelines are to follow the Islamic Shari'a, honesty and integrity, professionalism, strong customer focus, and excellent reputation (SABB, 2006: 9).
The main reason is that SABB is a service organization that relies on customer contact and satisfaction for its business. ...