Wielokryterialna analiza czynników strategii konkurencyjnej banków na przykładzie wybranych oddziałów banków małopolskich
Multi-Criteria Analysis of Factors of Banks’ Competitive Strategy on the Example of Selected Lesser Poland’s Banks’ Branches
Author(s): Leszek Michalczyk Subject(s): Business Economy / Management, Organizational Psychology, Financial Markets, Marketing / Advertising
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: relational marketing; AHP method; banks of Małopolska (Lesser Poland);
Summary/Abstract: This article aims to establish a model of ideal consumer and employee relations in a bank as seen from the perspective of relational marketing. The paper analyses individual elements of the relational marketing framework and reviews empirical data via the AHP technique. The material in use was acquired from customers and employees of banks and quasi-banks. In the study, we embraced intentional as well as random criteria.
Journal: Handel Wewnętrzny
- Issue Year: 2012
- Issue No: 4
- Page Range: 93-108
- Page Count: 16
- Language: Polish