Explaining and evaluating the implementation of organizational relationship marketing in the banking industry: clients' perception

Article Abstract:

Issues related to relationship marketing and its successful implementation are examined using data from a survey of 300 decision-makers in the banking industry. Analysis shows that the main contingency factors relate to the existence of a customer culture in the supplier organization, the presence of an atmosphere of trust, and the salesperson's knowledge of the customer. Relationship length, the perceived fairness of a relationship, and the customer's ability to adapt within the relationship are identified to be the most important dimensions of a customer relationship.

Banking Institutions, Depository Credit Intermediation, DEPOSITORY INSTITUTIONS, Banks (Finance)

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Customer satisfaction cues to support market segmentation and explain switching behavior

Article Abstract:

Research on Greek retail banking is examined in detail, with a focus on customer satisfaction. A framework for assessing customer satisfaction is developed and explored.

Management Theory & Techniques, Greece, Management

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Measuring and modeling the effects of the long term. Buyer-seller relationships in corporate financial services markets

Article Abstract:

The effect of long-term relationships on a company's sales is examined in detail, with other factors taken into account. The focus is on the banking industry.

Marketing

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