Explaining and Evaluating the Implementation of Organizational Relationship Marketing in the Banking Industry: Clients' Perception

The results of a study of the evaluation by more than 300 bank decision-makers of relationship marketing strategies used by their suppliers is presented. The research identifies both explanatory and normative factors of relationship marketing and its successful implementation. The main contingency f...

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Veröffentlicht in:	Journal of business research 1999-06, Vol.45 (2), p.199-209
Hauptverfasser:	Perrien, Jean, Ricard, Line
Format:	Artikel
Sprache:	eng
Schlagworte:	Banking industry Customer relations Marketing Perceptions Relationship marketing Studies
Online-Zugang:	Volltext
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