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The Relationship Marketing Era for the Romanian Banking Institutions: Could It Bring Something Different


  • Victor Danciu

    () (Bucharest Academy of Economic Studies, Romania)


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.

Suggested Citation

  • Victor Danciu, 2009. "The Relationship Marketing Era for the Romanian Banking Institutions: Could It Bring Something Different," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 12(32), pages 3-20, (2).
  • Handle: RePEc:rej:journl:v:12:y:2009:i:32:p:3-20

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    relationship banking marketing; relationship development; bank/customer relationship life cycle; customer satisfaction and loyalty; banking marketing mix.;

    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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