Search
  Advanced Search
 
Journal search
Journal cover: International Journal of Bank Marketing

International Journal of Bank Marketing

ISSN: 0265-2323

Online from: 1983

Subject Area: Marketing

Content: Latest Issue | icon: RSS Latest Issue RSS | Previous Issues

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Previous article.Icon: Print.Table of Contents.Next article.Icon: .

Relationship marketing: customer commitment and trust as a strategy for the smaller Hong Kong corporate banking sector


Document Information:
Title:Relationship marketing: customer commitment and trust as a strategy for the smaller Hong Kong corporate banking sector
Author(s):Ivana Adamson, (School of Electronics and Engineering, The University of Edinburgh, Edinburgh, UK), Kok-Mun Chan, (Surrey European Management School, The University of Surrey, Guildford, UK), Donna Handford, (The Scottish Institute for Enterprise, The University of Edinburgh, Edinburgh, UK)
Citation:Ivana Adamson, Kok-Mun Chan, Donna Handford, (2003) "Relationship marketing: customer commitment and trust as a strategy for the smaller Hong Kong corporate banking sector", International Journal of Bank Marketing, Vol. 21 Iss: 6/7, pp.347 - 358
Keywords:Banks, China, Customer loyalty, Relationship marketing
Article type:Research paper
DOI:10.1108/02652320310498492 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:After the Chinese takeover of Hong Kong its smaller banks carved out a niche for themselves in the corporate market by embracing relationship marketing as a way of doing business. Examines the commitment-trust dimension of the relationship marketing paradigm in the Hong Kong’s corporate banking sector. The findings show that the Hong Kong banks’ marketing strategy and a long-term orientation were positively correlated with customer commitment and trust; communications and relational norms were positively correlated with trust; relationship benefits were positively correlated with customer commitment; and the banks’ reputation was negatively correlated with trust and commitment. To continue to be successful in the corporate sector, smaller banks must invest in the long-term relationship marketing infrastructures to support a customer-oriented approach. To enhance the corporate customers’ confidence further, the banks must develop parallel communication channels with their customers, show flexibility in their dealings and maximize mutual relationship benefits by minimising drastic recovery actions.



Fulltext Options:

Login

Login

Existing customers: login
to access this document

Login


- Forgot password?
- Athens/Institutional login

Purchase

Purchase

Downloadable; Printable; Owned
HTML, PDF (173kb)Purchase

To purchase this item please login or register.

Login


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian


Marked list


Bookmark & share

Reprints & permissions