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Title: Relationship concept and customer services: A case study of corporate banking
Authors: Mehta, S.C. 
Tambe, H.
Keywords: Corporate banking
Customer service
Relationship marketing
Seven-S framework
Success factors
Issue Date: 1997
Citation: Mehta, S.C.,Tambe, H. (1997). Relationship concept and customer services: A case study of corporate banking. Journal of Retailing and Consumer Services 4 (2) : 129-134. ScholarBank@NUS Repository.
Abstract: The main objective of this paper is to investigate the application of relationship marketing in the context of corporate banking using McKinsey's Seven-S framework of shared values, strategy, structure, systems, staff, skills, and style. Personal interviews with 42 account relationship managers from a large multinational bank in Singapore, with a strong niche in corporate banking, provided the inputs for this investigation. The analysis leads to the identification of major conditions, which should be present for the implementation of the relationship marketing concept in an organization. © 1997 Elsevier Science Ltd. All rights reserved.
Source Title: Journal of Retailing and Consumer Services
ISSN: 09696989
Appears in Collections:Staff Publications

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