The Relationship Marketing Era for the Romanian Banking Institutions: Could It Bring Something Different
This paper is aiming to suggest some opportunities the marketing could offer for the improvement of the performances of the banking institutions. Our research points out that the banks should practice relationship marketing rather than transaction marketing. With that end in view we have worked out and implemented a model which shows the particularities of the operations in every stage of the lifecycle of the relationship between the bank and the customer. By means of this theoretical model we have identified the current situation of the relationship between the local banks and their customers. At the same time we have suggested some ways for the improvement of this relationship within the framework created by the objectives of attraction and maintaining of the banking customers.
Volume (Year): 12 (2009)
Issue (Month): 32 ((2))
|Contact details of provider:|| Postal: |
Web page: http://www.rei.ase.ro/
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:rej:journl:v:12:y:2009:i:32:p:3-20. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Radu Lupu)
If references are entirely missing, you can add them using this form.