Authors: Nexhmi Rexha
Drawing on relationship marketing and sales management theories, the role of the keycontact person (KCP) on customer satisfaction, trust and commitment was investigated.The study shows that the KCP becomes the main factor in promoting betterrelationships between the bank and its business customers. Data from this studyprovides empirical evidence that businesses that are assigned a KCP are significantlymore satisfied, have more trust for the bank, and show a stronger commitment tocontinue their relationship with the bank than businesses that are not assigned a KCP.The study found that Australian banks nurture close relationships with most of theirbusiness customers.
Journal: ( – )
Web Address:
Publish Year: 2002
Conference: Perth, Australia (2002)