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Agent banking as a relationship marketing tool by banks in Bangladesh
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

With growing number of adult people not owning a bank account,efforts are being made to bring banking services to the unbanked populations.Relationships marketing plays a crucial role in  establishing and sustaining beneficial relationship in the banking industry.

This study sought to explore the link between agent banking and relationship marketing through an exploratory qualitative approach.The findings show that agent banking as a fairly new phenomenon relies on the integration of different functions within the bank with a strong emphasis on the role of technology,processes and personnel to delivder services that can be acceptable to the customers so as to create long lasting beneficial relationships.

Through semi-structured interviews with employees of 6 banks that offer agent banking in Bangladesh,this study contributes a key reflection document on implemenation of agent banking for other banks that intend to start offering agent banking services in Bangladesh.

Place, publisher, year, edition, pages
2019. , p. 67
Keywords [en]
Agent banking, relationship marketing, correspondent banking, branchless banking, unbanked, financial inclusion, Bangladesh, CRM, e-CRM
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:lnu:diva-89775OAI: oai:DiVA.org:lnu-89775DiVA, id: diva2:1365084
Subject / course
Business Administration - Marketing
Supervisors
Examiners
Available from: 2019-10-23 Created: 2019-10-23 Last updated: 2019-10-23Bibliographically approved

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Agent banking in Bangladesh(1153 kB)9 downloads
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ba4c5fd9d60833c9eb5f606c8bfe7406d2473316380e7e3f6de787fe875ae21201be1055677dccfe7d3056ba8afad123bd9051dc433a548b705bfcd161531b14
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf