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Marketing relationnel by Harikishan Reddy Dhanireddy

Marketing relationnel

by Harikishan Reddy Dhanireddy
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Book cover type: Paperback
  • ISBN13: 9786208618865
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Editions Notre Savoir
  • Publisher Imprint: Editions Notre Savoir
  • Publication Date:
  • Pages: 232
  • Original Price: GBP 44.0
  • Language: French
  • Edition: N/A
  • Item Weight: 318 grams
  • BISAC Subject(s): Production & Operations Management

Le secteur bancaire indien a subi des changements radicaux en raison des mesures de libéralisation et de mondialisation prises depuis 1991. Les banques sont confrontées à une concurrence acharnée et se concentrent désormais sur des stratégies centrées sur le client afin d'obtenir un avantage concurrentiel et de fidéliser les clients rentables. Avec l'augmentation du nombre de banques, de produits et de services et des coûts de changement pratiquement nuls, les clients changent facilement de banque lorsqu'ils trouvent de meilleurs services et produits. Les banques éprouvent des difficultés à attirer de nouveaux clients et, plus important encore, à conserver les clients existants. Pour conserver les clients fortunés et obtenir un avantage concurrentiel, les banques doivent se concentrer sur la gestion des relations avec les clients. L'objectif de cet ouvrage est de comprendre la perception des clients à l'égard des pratiques de marketing relationnel et l'impact du marketing relationnel sur la satisfaction et la fidélité des clients. La présente étude considère le lien, la confiance, la communication, la gestion des conflits, l'empathie, la personnalisation, la réciprocité et l'engagement comme les éléments du marketing relationnel. Ce livre permet aux universitaires et aux praticiens de mieux comprendre les pratiques de marketing relationnel du secteur bancaire.

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