Развитие на релационен маркетинг в банките за повишаване на лоялността на потребителите в банковите услуги

Резюме:

The relationship between the customer and the bank is particularly important in contemporary economic conditions and needs to be continuously maintained to ensure customer loyalty and to develop long-term relationships with them. Attracting new customers can be more expensive than maintaining existing ones, the loyalty of the existing customer being a primary objective of customer management. Contemporary banks are increasingly concerned with identifying and effectively managing the long-term competitive advantages they offer to their customers in order to slow down the migration process to competitors and to retain their existing customers. Relational marketing becomes a mandatory condition of the banks’ activity in the conditions of economic and social changes, increasing the degree of technologicalization, the inclination towards the online environment and the optimization of communication channels. The competitive environment leads to different perspectives on approaching the customers, performing a series of activities designed to create, develop and maintain customer relationships. The purpose of this paper is to identify the need to develop relational marketing in the bank in order to gain and retain loyal customers and those attracted from competing financial institutions, by promoting long-term relationship with them.

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