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| Author: | Ricard, L. Perrien, J. |
| Title: | Explaining and evaluating the implementation of organizational relationship marketing in the banking industry: clients' perception |
| Journal: | Journal of Business Research
1999 : JUN, VOL. 45:2, p. 199-209 |
| Index terms: | MARKETING BANKING CLIENTS |
| Language: | eng |
| Abstract: | This article presents the results of a study of the evaluation by more than 300 bank decision-makers of relationship marketing strategies used by their suppliers. The research identifies both explanatory and normative factors of relationship marketing and its successful implementation. The main contingency factors are related to salesperson's knowledge of the customer, the existence of an atmosphere of trust and the presence of a customer-oriented culture. |
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