文章基本信息

标题：Integrated communication in the client-bank relationship
本地全文：下载
作者：Bena, Irina
期刊名称：Management & Marketing
印刷版ISSN：1842-0206
出版年度：2006
卷号：1
期号：4
出版社：Economic Publishing House
摘要：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.
关键词：relationship marketing; banking; communication; customer relationship management