Open AccessRelationship Banking: A Multinational Bank’s Application of Relationship Marketing
Author(s) -
Sanjay S. Mehta,
Balasundram Maniam,
Subhash Mehta
Publication year - 1970
Publication title -
journal of business strategies
Language(s) - English
Resource type - Journals
eISSN - 2162-6901
pISSN - 0887-2058
DOI - 10.54155/jbs.16.2.121-134
Subject(s) - marketing , relationship marketing , business , bandwagon effect , marketing strategy , marketing management , customer relationship management , marketing research , political science , law
We are witnessing a paradigm shift in the focus of marketing from one that has been transaction-oriented to one that builds a value-enhancing relationship with the customer. One of the earliest industries to jump onto the bandwagon of "relationship marketing" has been the banking industry. This paper investigates a multinational bank's use of relationship marketing by using McKinsey & Co.'s Seven-S framework. The study identifies internal marketing, service quality, human resource system, information technology, and the role of the account manager as key factors in implementing a relationship marketing strategy.