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Theoretical and Applied Economics
No. 4 / 2014 (593)

Banking relationship management – A new paradigm?

Vasile DEDU
Bucharest University of Economic Studies, Romania
Dan Costin NIȚESCU
Bucharest University of Economic Studies, Romania

Abstract. In this paper, we briefly present the new trends in the banking industry related to customer relationship management. In the first part we realize a brief introduction about the past and present approach related to bank customer relationship management, outlining the importance of rethinking the banking infrastructure towards developing more robust and resilient banking business models and restoring trust among customers. In the second part of the paper, we insist on the idea that crisis shall be seen as a genuine opportunity for banks to change the approach towards their traditional role and refocus on human based banking distributions channels and key means to cultivate loyalty and advocacy among customers. In the last two parts of the paper we mention about the limits of conventional approach and the manners in which behavioral economics, finance and neurosciences may help banks to reduce inefficiency, seize opportunities and manage risks.

Keywords: banking management, banking industry, banking business models, banking distributions channels.

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