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Centralization of Authority, Market Orientation, and Customer Relationship Management in the Banking Sector: A Study in India

Author

Listed:
  • Jose VARGHESE

    (Cochin University of Science and Technology, India)

  • Manoj EDWARD

    (Cochin University of Science and Technology, India)

  • Babu P GEORGE

    (Fort Hays State University, USA)

Abstract

Buyer-seller exchange relationship in the personal selling context is a topic of great interest in the financial services sector. In today's highly competitive scenario where market offers are largely homogenous, an organization's relationship orientation is found to have a significant impact on the extent to which relationships are developed between salespeople and the customers. Customer oriented selling approach benefits both the salesperson and the organization since it has got positive associations with customer relationships. The strength of the relationship between market orientation and salesperson's customer orientation can, however, be affected by the organization's decision to regulate authority. This paper attempts to understand the influence organization's regulation of authority on orientation at an individual and organizational level in the financial services industry.

Suggested Citation

  • Jose VARGHESE & Manoj EDWARD & Babu P GEORGE, 2017. "Centralization of Authority, Market Orientation, and Customer Relationship Management in the Banking Sector: A Study in India," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 2(1), pages 90-100, June.
    • Handle: RePEc:rom:merase:v:2:y:2017:i:1:p:90-100
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    More about this item

    Keywords

    Customer orientation; Competitive orientation; Centralization of authority; Sales management; Financial services; India.;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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