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Relationship marketing and the management of corporate image in the bank-SME relationship

机译：关系营销与银行与中小企业关系中的企业形象管理

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摘要

Purpose - This study analyzes the nature of relationships between banks and small and medium-sized enterprises (SMEs) by drawing on the theory of relationship marketing (RM) and the concept of corporate image (CI). More specifically, the main purpose of this study is to investigate the relationship between a bank and its SME customers and to examine how the bank's management of customer relationships influences its CI. Design/methodology/approach - A dyadic approach was adopted in this study. Hence, data were gathered via interviews with three bank managers employed in the same bank. An additional 17 interviews were performed with the case study bank's SME customers. Findings - This study indicates that the bank's image will be dependent on the way the bankers manage the relationships with their SME customers. The ability of bankers to understand and meet the SMEs' specific needs highly influences their relationships, which subsequently affects the image of the bank as perceived by their SME customers. Hence, CI reflects the SMEs' overall perceptions of how well the bank has been able to manage the relationship. Originality/value - Although there is a clear theoretical and practical understanding of the importance of RM strategies within banking and the effect of CI on the performance of banks, few studies have taken into consideration the dynamic link between these two concepts and their effect on bank-SME relationships.
机译：目的-本研究通过关系营销理论（RM）和企业形象（CI）概念，分析了银行与中小企业（SME）之间关系的性质。更具体地说，本研究的主要目的是调查银行与其中小企业客户之间的关系，并研究银行的客户关系管理如何影响其CI。设计/方法/方法-本研究采用二元方法。因此，通过采访同一家银行的三名银行经理来收集数据。对案例研究银行的SME客户进行了另外17次采访。调查结果-该研究表明，银行的形象将取决于银行家管理与中小型企业客户关系的方式。银行家理解和满足中小企业特定需求的能力在很大程度上影响了他们之间的关系，从而影响了中小企业客户所感知的银行形象。因此，CI反映了中小型企业对银行能够很好地管理这种关系的总体看法。原创性/价值-尽管对RM策略在银行中的重要性以及CI对银行绩效的影响有清晰的理论和实践理解，但很少有研究考虑这两个概念之间的动态联系及其对银行的影响-中小企业关系。

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