Corporate Banking: Services and Relationships

Abstract

Describes the reasons for the increased importance of relevant marketing tools for banks. Deregulation, increased competition, and technological development in financial markets have contributed to the emergence of a new situation. In recent years the theory of bank marketing has seen the development of the relationship concept. Outlines a model for relationships between banks and their corporate customers. Divides financial services into subgroups and defines relationships as composed of particular bonds. Applies the model to two sets of empirical data on small and large companies in Sweden. The results demonstrate the difference between small and large companies, and the content of the relationships in the different services.