Customer Acquisition: Variables affecting exchange relationship initiation at a Danish bank

This thesis is a case study of a newly acquired Danish bank with branches across the country. Theories on how to acquire customers are explored focusing on relationship marketing, the six-markets model, customer relationship management, and theory of interorganizational relationship exchange. The aim of the study is to explore how a corporate department of a bank in Denmark tries to win new customers, and how a bank can improve the success rate of successful acquisition of new customers.

Author dc:creator

• Snorri Danielsen 1983-

Contributors dc:contributor

• Háskólinn í Reykjavík

• Alþjóðaviðskipti
• Markaðssetning
• Neytendur
• Bankar
• Meistaraprófsritgerðir
• International business
• Marketing
• CRM (Customer Relationship Manangement)
• Banking

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/1946/16347

OAI identifier oai:identifier

oai:skemman.is:1946/16347