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Literature Review on Factor Influencing Relationship Marketing in The Banking Sector Dr. Krishnabavaghela Assistant Professor, Center For Marketing Excellence Gujarat Technological University Online published on 2 May, 2018. Abstract This article reviews the existing literature in the field of Relationship marketing for the banking sector. This review has been undertaken to study the meaning of relationship marketing and their impact on the Banking/service sector. Starting with the overview of banking sector and definition of Relationship marketing. Further, the article discusses dimensions like trust, commitment, satisfaction, communication, switching barriers and conflict handling. Top Keywords Banking Industry, Commitment, Conflict handling, Switching Barriers, Relationship Marketing, trust. Top | |
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