Gibson D. Lewis
Center for Business Research and Economic Development
RELATIONSHIP BANKING: A MULTINATIONAL BANK'S APPLICATION OF RELATIONSHIP MARKETING
SANJAY S. MEHTA. BALASUNDRAM MANIAM, AND SUBHASH C. MEHTA
Abstract
We are witnessing a paradi8mshift 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 "relation- ship marketing" has been the banking industry. This paper investigates a multinational bank's use of relationship marketing by using McKinsey & Co. 's Seven-S frame- work. The study identifies internal marketing, service quality, human resource sys- tem, .information technology, and the role of the account manager as key factors in implementing a relationship marketing strategy
Gibson D. Lewis
Center For Business and
Economic Development
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