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The close relationship strategy: Corporate brand development in banking
KTH, School of Architecture and the Built Environment (ABE), Centres, Centre for Banking and Finance, Cefin.
KTH, School of Architecture and the Built Environment (ABE), Centres, Centre for Banking and Finance, Cefin.
2009 (English)In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 17, no 4, 289-300 p.Article in journal (Refereed) Published
Abstract [en]

The purpose of the paper is to analyze how different dimensions of the relationship between banks and small to medium-sized enterprises (SME) influence the SMEs’ loyalty towards the banks. A survey was administered to 1024 CEOs of Swedish SMEs. In the questionnaire, a number of aspects of the relationship with the bank were examined, especially how banks contribute to the development of the SMEs, and how this affects the SMEs’ loyalty. This paper posits The Close Relationship Strategy, which implies that by being more active in the relationship, banks could create more satisfied and loyal SME customers. The study has relevance for banks that are trying to develop their corporate brands through a closer relationship with SMEs. The paper provides a framework for understanding how banks can achieve customer loyalty and develop their brands by focusing on important aspects of the relationship with their SME customers. This study provides important insights into SMEs’ perceptions of their banks’ capacity to deliver meaningful advice, and how a positive relationship can create more loyal customers.

Place, publisher, year, edition, pages
2009. Vol. 17, no 4, 289-300 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kth:diva-50722DOI: 10.1057/bm.2009.8Scopus ID: 2-s2.0-76849092377OAI: oai:DiVA.org:kth-50722DiVA: diva2:462476
Note
QC 20111207Available from: 2011-12-07 Created: 2011-12-07 Last updated: 2017-12-08Bibliographically approved

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