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摘要：本文是一篇市场营销留学论文。当今世界，全球化和多样化已经成为其主要特点。在全球化贸易中，客户和消费者都接受过良好的教育，见多识广，消息灵通。这在一定程度上增加了公司和组织之间的竞争。竞争提升了客户的议价能力和交换能力，能更高效更快速地选择最好的产品和服务。本文简要分析时代竞争中客户关系的特点和影响力。

ER 4; CONTEXT

Chapter 4 deals with the information about Lloyds Banking Group.

CHAPTER 5; FINDINGS

This chapter deals with the result of primary data.

CHAPTER 6; ANALYSIS

Analysis part deals with findings in the context of literature review in chapter 2.

CHAPTER 7; CONCLUSION

This chapter includes the overall conclusion of the research. This chapter produce the conclusion compared and contrasted with the finding of the research and the literature review. It summarises the aims and key findings and acknowledges the limitation of the works.

CHAPTER 8; RECOMMENDATIONS

This chapter is the last chapter of the research. This chapter provide the recommendation for the managerial implication in the Lloyds Banking Group. At the end, chapter provide recommendation for the future research.

CHAPTER 9; REFERENCES AND BIBLIOGRAPHY

This chapter includes a systematic list of books, web site and other works such as journal, magazine etc which have been used as secondary data or as reference in this research.

CHAPTER 10; APPENDICES

This chapter contain all questionnaires and some graphs, chart and tables which have been made on the basis of customer survey.

2.0 LITERATURE

REVIEW

This chapter contains a review of literature relevant to the research. This literature review deals with, about CRM, the history and goals of an integrated banking CRM, the technological factor of CRM, the process cycle in banks, data warehouse technology, data mining process, how to analysis the data, customer segmentation process, communication strategies of bank to the customers etc.

2.1 CUSTOMER RELATIONSIP MANAGEMENT

Existing research states that ‘relationships are the base to the successful development and edition of new business viewpoint, though business have taken care of relationships with their customers for many centuries' (Gronroos, 1994). Sheth and Parvathiyar, (1995) said that relationships demand much more than mere transactions. Rather, they symbolize strategic and tactical issues based on a new philosophical move that geared in the direction of long-term organisation survival.

According to Storbacka, (1994) relationship marketing got popular in 1990s but it has a long history under different names. In its starting, one-to-one marketing appeared in the mid 1990s, which transformed into Customer Relationship Management.

Parvatiyar and Sheth gave a static definition of CRM. “Customer Relationship Management is widespread tactic and process of acquire, retaining and partnering with careful consumers to create better-quality value for the business and the consumer” (Parvatiyar and Sheth 2000, p.6)

2.2 THE HISTORY AND GOALS OF AN INTEGRATED BANKING CRM

According to Puccinelli (1999) the financial services industry as entering a new era where personal attention is decreasing because the institutions are using technology to replace human contact in ma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。