ABSTRACT . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
I. INTRODUCTION . . . . . . . . . . . . . . . . . . . . 3
Statement of the Problem . . . . . . . . . . . . . . 3
Importance of the Study . . . . . . . . . . . . . . 7
II. UNDERSTANDING RELATIONSHIP BANKING . . . . . . . . . 8
Relationship Banking: Definition and Explanation . 8
Elements Required for the Successful
Implementation of the Relationship
Banking Concept . . . . . . . 9
Market Segmentation . . . . . . . . . . . . . . . . 9
Core Services . . . . . . . . . . . . . . . . . . . 14
Relationship Pricing . . . . . . . . . . . . . . . . 20
Personal Account Representative . . . . . . . . . . 23
Communications Management . . . . . . . . . . . . . 25
III. IS RELATIONSHIP BANKING REALLY NECESSARY? . . . . . 26
IV. COST-CUTTING AND RELATIONSHIP BANKING . . . . . . . 28
V. SUMMARY . . . . . . . . . . . . . . . . . . . . . . 30
VI. CONCLUSION . . . . . . . . . . . . . . . . . . . . . 33
REFERENCES . . . . . . . . . . . . . . . . . . . . . . . . . . 34
This study examined the concept of relationship banking as a strategy for the 1990s. Specifically, this study sought an answer to the following question: In the dynamic contemporary banking environment, which is characterized in part by volatile interest rate margins, can the relationship banking concept be implemented as a successful strategy to enhance a bank's market position and profitability?
Within the relationship banking concept, customers are viewed as clients. Where the customary emphasis is on the acquisition of new clients, client retention and improvement receives equal attention in relationship banking. Thus, relationship banking may be said to be attracting clients, and maintaining and enhancing client relationships.
There are obvious advantages to the banking institution to...