Implementation of relationship marketing in Hong Kong: commercial banking industry.

by Mak Ho-Cheung Joseph.Thesis (M.B.A.)--Chinese University of Hong Kong, 1997.Includes bibliographical references (leaves 81-83).ABSTRACTS --- p.iTABLE OF CONTENTS --- p.iiLIST OF TABLES --- p.ivLIST OF ILLUSTRATIONS --- p.viCHAPTERChapter I. --- INTRODUCTIONBackground --- p.1Commercial Banking Industry --- p.3Marketing in Commercial Banking --- p.4Competitive Environment --- p.6Other Problems of Commercial Banks --- p.9Relationship Marketing : A Solution --- p.10Chapter II. --- LITERATURE REVIEWSConcepts of Relationship Marketing --- p.11Relationship Marketing Banking : Emphasizing on Bank-Client Relationships --- p.16Role of Relationship Managers --- p.21Chapter III. --- OBJECTIVES AND METHODOLOGYObjectives of Study --- p.26Description of Methodology --- p.27Hypothesis --- p.31Preliminary Model --- p.35Chapter IV. --- ANALYSIS AND DISCUSSIONSDescription of Relationship activities --- p.37Test for Hypothesis One --- p.43Test for Hypothesis Two --- p.44Test for Hypothesis Three --- p.47Test for Hypothesis Four --- p.55Adjustments to Proposed Model --- p.63Chapter V. --- RECOMMENDATIONS --- p.65Chapter VI. --- LIMITATIONS AND FURTHER RESEARCH --- p.76Chapter VII. --- CONCLUSION --- p.80BIBLIOGRAPHY --- p.81APPENDIXChapter Appendix A : --- Chronological table of terminology usedin quoted articles --- p.84Chapter Appendix B : --- Summary of in-depth interview --- p.85Chapter Appendix C : --- Descriptive statistics of questionnaire respondents --- p.88Chapter Appendix D : --- Sample Questionnaire --- p.9