Tabachnick, B.G. & Fidell, L.S. (2007). Using multivariate statistics (5th Edition). Boston: Pearson Education Inc.
Journal Title: MANTHAN: Journal of Commerce and Management - Year 2017, Vol 4, Issue 1
Abstract
The paper discusses the emergence of ‘relationship marketing approach’ and highlights its importance in today’s highly competitive world with special reference to financial services sector. The thoughts of various management thinkers on relationship marketing approach have been also incorporated along with the recent attempts to create a platform for the execution of Relationship Marketing Philosophy in Indian financial services. The present paper also enlists some of the challenges that a modern marketer has to face in its path to implementing relationship marketing in financial service industry. Relationship Marketing is not about implementing better technology; it is about building the process that fosters longer, more profitable customer relationships. Various relationship building tools and programs have been also highlighted to provide an overview of the execution of this philosophy in the financial services sector.
Authors and Affiliations
Anurag Mittal
Keywords
Related Articles
- EP ID EP623361
- DOI 10.17492/manthan.v4i01.9608
- Views 230
- Downloads 0
Employee Perception of Human Resource Management Policies: A Study of Insurance Sector in Rajasthan
Modern age is of significant cut-throat competition where companies in almost every sphere especially service sector are attempting hard to gain the confidence of customers by rendering them value added service and quali...
Modelling Volatility of BSE Realty Index using Conditional Heteroscedasticity Models
This study empirically examines the nature of volatility in BSE Realty Index using daily closing price of BSE Realty Index for five and half years period from January 2011 to June 2016. The study employed conditional het...
Pivotal Facets of Distribution Channels in Travel Insurance: A Qualitative Reportage
Travel insurance as an ancillary service emerged few decades ago. In the present day, it has been bolstered up as a core function owing to the tremendous surge experienced by the global travel and tourism industry couple...
Determinants of Agricultural Productivity in India: An Econometric Analysis
The main aim of this paper is to examine both short run and long run effects of various factors on agricultural productivity in India. The present study used the annual time series data covering the time period from 1980...
The Evolving Framework of Determinants of Foreign Direct Investment: A Review of Literature
The last two decades have witnessed intense competition among countries, particularly developing economies, to attract foreign direct investment (FDI). This is because FDI fills the gap between desired investment and dom...