Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Relationship marketing and the management of corporate image in the bank-SME relationship
KTH, School of Architecture and the Built Environment (ABE), Centres, Centre for Banking and Finance, Cefin.
2011 (English)In: Management Research Review, ISSN 2040-8269, E-ISSN 2040-8277, Vol. 34, no 3, 325-336 p.Article in journal (Refereed) Published
Abstract [en]

Purpose: This study analyzes the nature of relationships between banks and small and medium-sized enterprises (SMEs) by drawing on the theory of relationship marketing (RM) and the concept of corporate image (CI). More specifically, the main purpose of this study is to investigate the relationship between a bank and its SME customers and to examine how the bank's management of customer relationships influences its CI. Design/methodology/approach: A dyadic approach was adopted in this study. Hence, data were gathered via interviews with three bank managers employed in the same bank. An additional 17 interviews were performed with the case study bank's SME customers. Findings: This study indicates that the bank's image will be dependent on the way the bankers manage the relationships with their SME customers. The ability of bankers to understand and meet the SMEs' specific needs highly influences their relationships, which subsequently affects the image of the bank as perceived by their SME customers. Hence, CI reflects the SMEs' overall perceptions of how well the bank has been able to manage the relationship. Originality/value: Although there is a clear theoretical and practical understanding of the importance of RM strategies within banking and the effect of CI on the performance of banks, few studies have taken into consideration the dynamic link between these two concepts and their effect on bank-SME relationships.

Place, publisher, year, edition, pages
2011. Vol. 34, no 3, 325-336 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kth:diva-11544DOI: 10.1108/01409171111116330Scopus ID: 2-s2.0-79952803942OAI: oai:DiVA.org:kth-11544DiVA: diva2:277632
Note

Updated from Accepted to Published. QC 20140922

Available from: 2009-11-19 Created: 2009-11-19 Last updated: 2017-12-12Bibliographically approved
In thesis
1. Understanding bank-SME relationships: the influence of adaptation and fairness on customer satisfaction
Open this publication in new window or tab >>Understanding bank-SME relationships: the influence of adaptation and fairness on customer satisfaction
2009 (English)Doctoral thesis, comprehensive summary (Other academic)
Place, publisher, year, edition, pages
Stockholm: KTH Royal Institute of Technology, 2009. 235 p.
Series
TRITA/KTH/CEFIN-DT, ISSN 1654-9376 ; 2009:03
Keyword
SMEs, banks, adaptation, fairness, customer satisfaction, relationships
National Category
Business Administration
Identifiers
urn:nbn:se:kth:diva-11549 (URN)978-91-976270-9-2 (ISBN)
Public defence
2009-12-11, Sal V3, Teknikringen 72, KTH, Stockholm, 10:00 (Swedish)
Opponent
Supervisors
Note

QC 20100813

Available from: 2009-11-20 Created: 2009-11-19 Last updated: 2013-11-11Bibliographically approved

Open Access in DiVA

No full text

Other links

Publisher's full textScopus

Search in DiVA

By author/editor
Vegholm, Fatima
By organisation
Centre for Banking and Finance, Cefin
In the same journal
Management Research Review
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 70 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf