The influence of customer relationships on the market value of a bank – a methodological perspective
Received wisdom is that customer relationships play a strategic role in creating the value of a company. According to Berry (1995) there are three levels of relationship: financial, social and structural. The purpose of this paper is to study the impact of relationship levels on a bank's
value. The results of the study indicate that customer relationships have a positive influence on the market value of banks. The research presented in the paper also confirms that the significance of these relationships in creating a bank's value depends on the level of relationships that
a bank is able to create. The analysis has indicated that relationships on the structural level have a positive (and the strongest) influence on a bank's value. This study differs from other studies in so far as it shows how the three different levels of relationship, rather than the relationships
themselves, influence a bank's value.
Keywords: BANKS; COMPANY VALUE; CUSTOMER LOYALTY; CUSTOMER RELATIONSHIPS
Document Type: Research Article
Publication date: 01 June 2011
- From 2022, the home of readable radical research. Focussing on the fields of marketing, branding and customer/consumer behaviour, jcb publishes poems, short stories, opinion pieces and articles with attitude.
- Terms & Conditions
- About
- Curation
- Information for Creators
- Ingenta Connect is not responsible for the content or availability of external websites
- Access Key
- Free content
- Partial Free content
- New content
- Open access content
- Partial Open access content
- Subscribed content
- Partial Subscribed content
- Free trial content