The management of customer relationships as assets in the retail banking sector created by Andreas Persson

By:

Perrson, Andreas [author]

Material type: Text

TextSeries: Journal of Strategic Marketing ; Volume 19, number 1,Abingdon Taylor and Francis 2011Content type:

text

Media type:

unmediated

Carrier type:

volume

Subject(s):

Online resources:

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Summary: The profitable management of customer relationships is currently a rapidly expanding research area. However, there is a lack of empirical studies examining the current practices of firms specifically with regard to the management of customer relationships as assets. This study contributes to bridging this research gap by exploring the extent to which retail banks in the Nordic region are currently implementing key aspects related to what has been termed customer asset/equity management in the literature. Based on the findings, obstacles to the successful implementation of a customer asset management approach are identified and discussed.

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Item type	Current library	Call number	Vol info	Status	Notes	Date due	Barcode
Journal Article	Main Library - Special Collections	HF5415.13 JOU (Browse shelf(Opens below))	Vol.19, No.1, pages 105-119	Not for loan	For in-house use only

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The profitable management of customer relationships is currently a rapidly expanding research area. However, there is a lack of empirical studies examining the current practices of firms specifically with regard to the management of customer relationships as assets. This study contributes to bridging this research gap by exploring the extent to which retail banks in the Nordic region are currently implementing key aspects related to what has been termed customer asset/equity management in the literature. Based on the findings, obstacles to the successful implementation of a customer asset management approach are identified and discussed.

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