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The Importance of Customer Relationships and the Need for Competitive Analysis in the Banking Sector

Author

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  • Irina Ianto

    (Ioan Slavici University of Timișoara)

Abstract

The relationship between banks and their customers, especially corporate clients, plays a crucial role in financial stability and business growth. This paper explores the importance of understanding customer behaviour, the benefits of banking services, and corporate decision-making in financial transactions. By incorporating established marketing and service theories (Kotler & Keller, 2016; Zeithaml, Bitner & Gremler, 2018), the study highlights factors that influence banking relationships, corporate customer needs, and decision-making units. Additionally, it discusses the role of strategic partnerships and long-term banking commitments (Grönroos, 2007) in enhancing customer retention and financial performance. The findings demonstrate that a deeper understanding of corporate banking behaviour leads to better financial service offerings and improved customer satisfaction.

Suggested Citation

  • Irina Ianto, 2022. "The Importance of Customer Relationships and the Need for Competitive Analysis in the Banking Sector," BRAND. Broad Research in Accounting, Negotiation, and Distribution, EduSoft Publishing, vol. 13(1), pages 30-35.
    • Handle: RePEc:bra:journl:v:13:y:2022:i:1:p:30-35
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    File URL: http://www.edusoft.ro/brand/RePEc/bra/journl/brand_13_ianto.pdf
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