1993
DOI: 10.1016/0019-8501(93)90040-e
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The implementation of relationship marketing in commercial banking

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Cited by 87 publications
(52 citation statements)
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“…These institutions must, on the one hand, equip themselves with cutting edge technologies to adapt, and, on the other hand, bring forward plans for a relationship-oriented marketing strategy. The end results will be the establishment of a culture, which prioritizes the customer, generates a climate of trust, and promotes increased knowledge and customer loyalty (Perrien et al, 1993;Ricard & Perrien, 1999). ICT helps the financial organization improve the efficiency of their business processes and to improve their competitive positions (Rust & Kannan, 2002).…”
Section: Introductionmentioning
confidence: 99%
“…These institutions must, on the one hand, equip themselves with cutting edge technologies to adapt, and, on the other hand, bring forward plans for a relationship-oriented marketing strategy. The end results will be the establishment of a culture, which prioritizes the customer, generates a climate of trust, and promotes increased knowledge and customer loyalty (Perrien et al, 1993;Ricard & Perrien, 1999). ICT helps the financial organization improve the efficiency of their business processes and to improve their competitive positions (Rust & Kannan, 2002).…”
Section: Introductionmentioning
confidence: 99%
“…Owing to such changes, during the 1990s many commercial banks placed an increasing emphasis on establishing and maintaining relationships with their customers (Ennew et al 1990;Perrien et al 1992Perrien et al , 1993Crane and Eccles 1993;Trethowan and Scullion 1997). Previously, Turnbull and Gibbs (1987) highlighted the importance of relationships in corporate banking and Eccles and Crane (1988) contended that relationship management was a common and important integrating device in investment banking.…”
Section: Relationships In Financial Servicesmentioning
confidence: 94%
“…Contudo, nem todos os clientes valorizam os benefícios das relações, nem todos lhes atribuem a mesma importância, pelo que os hotéis deverão selecionar cuidadosamente as situações em que o marketing relacional deve ser utilizado (Furash, 1997;Perrien et al, 1993;Vieira, Winklhofer e Ennew, 2014). Com efeito, estudos anteriores demonstraram que a qualidade da relação influencia a propensão de contacto futuro entre comprador e vendedor, o mesmo é dizer, a longevidade das relações entre clientes e hotéis (e.g., Crosby et al, 1990;Boles et al, 2000), mas é necessário averiguar os efeitos da importância da relação na propensão de interação futura, adicionalmente à influência da qualidade da relação.…”
Section: A R T í C U L O Sunclassified