英语论文网

ted in modeling the value of bank relationships. However, one should take caution in drawing far-reaching conclusions from this study. Our data reveals very little about the actual nature of the relationships. We are unable to observe how the price and quantity of lending change over the course of the relationship and do not know the other types of banking services offered to customers in a bank relationship. Indeed, an ideal extension of this study would be to obtain a time-series of relationship-specific information about banks and their customers and examine the duration of the relationship as a function of relationship-specific variables.

The constant effort of managers to stimulate customer loyalty involves customer integration in the firm value chain as a result of personalised marketing (Vesanen, 2007) aiming at intensifying the relationship between the supplier and its customers and increasing customer loyalty. Customer loyalty can be seen as a result of switching costs, opportunity costs and sunk costs based on technological, contractual and psychological obligations faced by a customer (Jackson, 1985; Riemer and Totz, 2003). All sources of these costs are based on the interaction with a customer during the course of integration. Switching costs increase due to the established trust towards the supplier and its capability to meet promised quality levels. If customers can be persuaded to invest significantly in a specific relationship, then sunk costs increase. Additionally, if customer satisfaction is positively influenced by customisation, then a customer’s opportunity costs increase as a defecting customer risks losing the net benefits of the current relationship (Riemer and Totz, 2003). However, not all companies will be able to draw profits from these saving potentials to a similar extent, regardless of whether they have already realised the existence of these effects.

The degree of customer interaction is influenced by the characteristics of the good being

individualised, such as its complexity, the expenditures and the risks of its utilisation and

customisation.

The paper contributes to the literature in identify new strength and weakness areas concerning the actual range of services offered by retail banks, the re-purchase intentions, the state of relationships with customers, and the competitors’ image positioning.

The findings of this research suggest several implications also for marketing practitioners, as they validate the concept that relationship marketing orientation is critical for business performance. Firstly, since only when the satisfaction with the core service and relationship is high, the commitment will be higher, banks have to ensure that utmost importance is given to attributes like quality, product features, product availability etc. Moreover, the staff role is critical in understanding the customer needs本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。