Santykių rinkodaros ypatumai teikiant finansines paslaugas
Relationship Marketing in Financial Services

Summary/Abstract: Concentrated competition pose difficulties and challenges for financial service providers – there is a necessity to understand customers, their need to endeavour at loyalty by improving direct interaction and human resource. In this case relationship marketing is supposed to be one of the most effective instruments to achieve these goals. Relationship marketing can be defined as long-term, mutually useful relationship, which is characterized by such attributes as confidence, cooperation, communication, commitment, dependence and etc., development and maintenance. Relationship between financial service providers and their customers is determined by such factors as trust, emotions, involvement, perceived value, service convenience, service quality and so on. Customers who are content with service quality and its price and who believe to be important to financial service provider, prefer the existing financial services provider to its competitors and embrace other financial services proposed by it. Thus relationship marketing permits to offer better value for customers, to enhance relationship with them and profit from their loyalty.

• Details
• Contents