RELATIONSHIP BANKING MARKETING AND ITS IMPLICATIONS ON PIRAEUS BANK

Oana Preda
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Oana Preda: Romanian American University Author-Name: Emanuela Avram

Romanian Economic Business Review, 2009, vol. 4, issue 2, 95-100

Abstract: Transformation of the European Union in accordance with the objectives proposed by the Lisbon strategy in the most competitive and dynamic economy based on knowledge, able to provide jobs, sustainable development and ensuring social cohesion, involves the development of various institutions of personalized relationships with customers aiming for their loyalty. It shapes such relationship marketing which has the main purpose to develop long term relationships with the clients in order to retain them and therefore attract new ones.

Keywords: relationship marketing; bank; clients; satisfaction; dimension (search for similar items in EconPapers)
Date: 2009
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