Relationship Marketing in the Banking Industry: A Case from Nigeria

摘要：

In the banking industry it has become necessary to include relationship marketing in order to build customer loyalty.It also enhances the ‘banker-customer relationship.This research focuses on the necessity of relationship marketing in banking.Its implementation in enabling banks achieves customer retention,customer satisfaction through performance and innovations which translate to the banks profitability.The use of secondary data and a case study from Nigeria will form the methodology of this research.

关键词： Customer relationship marketing Performance Marketing strategy

作者: Kehinde Adekusibe Ariyo Yuan Guohua

作者单位: School of Management,Wuhan University of Technology,Wuhan,P.R.China,430070

会议类型: 国际会议

会议名称: 第三届产品创新管理国际会议(The 3rd International Conference on Product Innovation Management)

会议地点: 武汉

会议语种:英文

在线出版日期: 2008-10-26（万方平台首次上网日期，不代表论文的发表时间）