Centralization of Authority, Market Orientation, and Customer Relationship Management in the Banking Sector: A Study in India
Centralization of Authority, Market Orientation, and Customer Relationship Management in the Banking Sector: A Study in India

Summary/Abstract: Buyer-seller exchange relationship in the personal selling context is a topic of great interest in the financial services sector. In today’s highly competitive scenario where market offers are largely homogenous, an organization’s relationship orientation is found to have a significant impact on the extent to which relationships are developed between salespeople and the customers. Customer oriented selling approach benefits both the salesperson and the organization since it has got positive associations with customer relationships. The strength of the relationship between market orientation and salesperson’s customer orientation can, however, be affected by the organization’s decision to regulate authority. This paper attempts to understand the influence organization’s regulation of authority on orientation at an individual and organizational level in the financial services industry.

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