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首页> 外文期刊>Journal of Business Research >Positive and negative consequences of a relationship manager strategy: New Zealand banks and their small business customers
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Positive and negative consequences of a relationship manager strategy: New Zealand banks and their small business customers

机译：客户关系经理策略的正面和负面影响：新西兰银行及其小型企业客户

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摘要

This study analyses the impact of a relationship strategy in a business-to-business context. Specifically, we examine the influence of a relationship manager on the quality of the relationship between small businesses and their main provider of banking services. Importantly, we compare the overall relationship quality between those businesses that are assigned a relationship manager to those who are not. Results from 879 small business customers reveal that when a relationship manager performs well many benefits accrue—compared to those firms without a relationship manager. When a relationship manager performs inadequately, however, difficulties arise indicating that it is not the existence of the relationship manager that makes a difference but the execution of the strategy. The paper concludes by analysing two banks that are part of the study, one that has implemented their relationship manager strategy successfully and one that has encountered problems. This case analysis leads to recommendations regarding the execution of a relationship manager strategy.
机译：这项研究分析了企业对企业环境下关系策略的影响。具体来说，我们研究了关系经理对小企业与其主要银行服务提供商之间的关系质量的影响。重要的是，我们比较了分配了客户关系经理的企业与未分配客户经理的企业之间的总体关系质量。来自879个小型企业客户的结果表明，与没有关系经理的公司相比，当关系经理表现出色时，会产生许多收益。但是，当关系管理器执行不当时，就会出现困难，这表明不是关系管理器的存在会有所作为，而是策略的执行。本文通过分析研究中的两家银行来结束，其中一家银行已成功实施其客户关系经理战略，而另一家银行则遇到了问题。该案例分析可提供有关执行关系管理器策略的建议。

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