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

Irina Ianto
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Irina Ianto: Ioan Slavici University of Timișoara

BRAND. Broad Research in Accounting, Negotiation, and Distribution, 2022, vol. 13, issue 1, 30-35

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.

Keywords: banking marketing; corporate customers; decision-making units; financial services; customer retention; service quality; financial strategy. (search for similar items in EconPapers)
Date: 2022
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