The Factors Contributing to Effective Relationship Management within the Banking Sector

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Khreish, Luay (2014) The Factors Contributing to Effective Relationship Management within the Banking Sector. PhD thesis, Victoria University.


Four major players, touted as the Big 4, dominate the banking industry in Australia. The National Australia Bank (NAB), Commonwealth Bank of Australia (CBA), Westpac Banking Corporation (WBC) and Australia and New Zealand Banking Group (ANZ) dominate the Australian banking industry. However, their products and services are not largely dissimilar. Therefore it is imperative that they differentiate themselves via their service propositions. Paradoxically however, banks seem to be opting for service models that aim to reduce banker/customer face time so as to free bankers up for new business acquisition. Whilst this is an important activity that banks need to engage in, care needs to be taken not to alienate existing customers in the process. This thesis examines the relationship between the bank, its relationship manager and the end customer, and studies the dynamics within this relationship and the main factors contributing to the success of the said relationship which is critical to business success.

Item type Thesis (PhD thesis)
Subjects Historical > FOR Classification > 1502 Banking, Finance and Investment
Current > Division/Research > College of Law and Justice
Keywords finance, relationship marketing, sustainability, banks, business-banking relationship manager, trust, relationship quality, relationship life-cycle, consumers, customers, Australia
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