| Autor: |
Adamson, Ivana, Chan, Kok-Mun, Handford, Donna |
| Předmět: |
|
| Zdroj: |
International Journal of Bank Marketing; 2003, Vol. 21 Issue 6/7, p347-358, 12p |
| Abstrakt: |
The article examines the commitment and trust dimension of the relationship-marketing paradigm in the Hong Kong's corporate banking sector. The findings show that the Hong Kong banks' marketing strategy and a long-term orientation were positively correlated with customer commitment and trust. To continue to be successful in the corporate sector, smaller banks must invest in the long-term relationship marketing infrastructures to support a customer-oriented approach. To enhance the corporate customers' confidence, the banks must develop parallel communication channels with their customers and show flexibility in their dealings. |
| Databáze: |
Complementary Index |
| Externí odkaz: |
|
