Integrated communication in the client-bank relationship

Irina Bena
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Irina Bena: Academia de Studii Economice Bucuresti

Management & Marketing, 2006, vol. 1, issue 4

Abstract: In a time of globalization and ongoing evolution towards the new economy, the Romanian banking sector is obligated to adapt to these changing conditions as well as to impose its own new rules. An important aspect of this evolution is the management of the communication process - as handling information in a client friendly manner plays a vital role in the marketing of banking services. The present paper focuses on the way banks communicate to retail clients information regarding the cost of a loan. From the client perspective inadequate information means dissatisfaction and a shift to another bank. Thus, communication becomes a defining factor of the client-bank relationship.

Keywords: relationship marketing; banking; communication; customer relationship management (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:eph:journl:v:1:y:2006:i:4:n:4

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