Focuses on the relationships and interactions between banks and corporate clients. Explores the possibility of approaching the bank‐company relationship from a different angle. Today banks are facing more aggressive competition and unlimited opportunities. It has become of paramount importance for banks to restructure the relationships with their corporate clients. Our theoretical framework can be traced back to two major theoretical models from outside the bank marketing literature, i.e. the Interaction Approach and the New Concept of Marketing. Empirical data were collected by means of questionnaires. A total of 300 questionnaires were mailed to a random choice of different companies in Sweden. Responses were received from 179 companies (60 per cent). Identifies a large number of factors which influence the interactive relationship between banks and companies.
International Journal of Bank Marketing – Emerald Publishing
Published: Mar 1, 1995
Keywords: Banks; Conflict; Corporate finance; Financial services; Marketing; Sweden
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