Relational norms and client retention: external effectiveness of commercial banking in Canada and Mexico

This study was designed to assess the theoretical and managerial implications of relational norms in two distinct business contexts within the same service industry. The relationship between commercial banks and client‐companies was studied using matched pairs of account managers and company representatives in Canada and Mexico. This research indicates that: relational as well as short‐term economic variables are important for successful commercial banking; front‐line personnel may not accurately assess the client’s reality; contextual differences are important with regard to both the theory and practice of management in banking.