search query: @author Bukh, P. N. D. / total: 2
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| Author: | Bukh, P. N. D. Mols, N. P. |
| Title: | European customers' choice of cash management bank and bank strategies |
| Journal: | Journal of Euromarketing
1999 : VOL. 7:3, p. 27-41 |
| Index terms: | Banking Cash management Relationship marketing Customers Europe |
| Language: | eng |
| Abstract: | This article provides evidence of the criteria for choice of a cash management bank adopted by European corporate customers. The results indicate that service quality is the most important criterion for choice of bank followed by pricing and relationship. Based on these findings, relationship- and transaction-oriented strategies are discussed. |
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