IDEAS home Printed from https://ideas.repec.org/a/rej/journl/v12y2009i32p3-20.html
   My bibliography  Save this article

The Relationship Marketing Era for the Romanian Banking Institutions: Could It Bring Something Different

Author

Listed:
  • Victor Danciu

    (Bucharest Academy of Economic Studies, Romania)

Abstract

This paper is aiming to suggest some opportunities the marketing could offer for the improvement of the performances of the banking institutions. Our research points out that the banks should practice relationship marketing rather than transaction marketing. With that end in view we have worked out and implemented a model which shows the particularities of the operations in every stage of the lifecycle of the relationship between the bank and the customer. By means of this theoretical model we have identified the current situation of the relationship between the local banks and their customers. At the same time we have suggested some ways for the improvement of this relationship within the framework created by the objectives of attraction and maintaining of the banking customers.

Suggested Citation

  • Victor Danciu, 2009. "The Relationship Marketing Era for the Romanian Banking Institutions: Could It Bring Something Different," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 12(32), pages 3-20, (2).
    • Handle: RePEc:rej:journl:v:12:y:2009:i:32:p:3-20
    as

    Download full text from publisher

    File URL: http://www.rejournal.eu/sites/rejournal.versatech.ro/files/articole/2014-04-14/2148/je203220-20victor20danciu.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    relationship banking marketing; relationship development; bank/customer relationship life cycle; customer satisfaction and loyalty; banking marketing mix.;
    All these keywords.

    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rej:journl:v:12:y:2009:i:32:p:3-20. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Radu Lupu (email available below). General contact details of provider: https://edirc.repec.org/data/frasero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.