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Journal cover: International Journal of Bank Marketing

International Journal of Bank Marketing

ISSN: 0265-2323

Online from: 1983

Subject Area: Marketing

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Bank-corporate client “partnership” relationship: benefits and life cycle

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Title:Bank-corporate client “partnership” relationship: benefits and life cycle
Author(s):Mosad Zineldin, (Associate Professor in Banking and Marketing, School of Management and Economics, Växjö University and School of Business, Stockholm University)
Citation:Mosad Zineldin, (1996) "Bank-corporate client “partnership” relationship: benefits and life cycle", International Journal of Bank Marketing, Vol. 14 Iss: 3, pp.14 - 22
Keywords:Banks, Clients, Companies, Partnering
Article type:Conceptual Paper
DOI:10.1108/02652329610113135 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Describes the concept of the bank-corporate “partnership” relationship, the benefits of this relationship for the bank and the firm, and the life cycle of the relationship. Shows how banks can establish, maintain, and enhance ongoing long-term multi-service partnership relationships with corporate clients. Four stages of the partnership relationship life cycle (PRLC) have been identified and discussed: the early stage, the development stage, and long-term stage, and the final stage or ongoing partnership stage. PRLC suggests strategic guidelines for managing and adjusting the product/service and the relationship through the different stages of the life cycle. It requires the banker to make specific efforts to establish and develop a high quality service/product mix. Suggests that a differential strategy will be of great interest to those banks with the strongest capability to differentiate their product/service mix. The bank should understand the process and stages of the relationship of the life-cycle. Finally, it should continually audit its relationship with each corporate client at each stage in the life cycle.

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