School of Economics, Business Administration and Legal Studies, Executive MBA
Prof. Argouslidis, Paris
It’s undiscutable that nowadays the service industry and especially banks are facing an
increasing competitive enviroment. In such conditions, differentiation is not only
necessary but vital and this differenatiation is based on the marketing approache of bank.
The paper presents some research results based on the CRM model proposed by
Lancaster, G. & Reynolds, P. (2005). In Management of Marketing. Oxford, UK . The
CRM model presented here was also debated and extended by Gerstner, D. (2002) in his
work „Are CRM strategies within a community’s bank reach?”
The paper is mainly focusing on the question “Can a bank achieve differentiation in a
competitive market by focusing on CRM?” . And, in order to achieve this, the paperwork
analyses the CRM model mentioned above in two major banks present on the Romanian
market: BRD Group Societee General and Raiffeisen Bank Romania.
In a constant changing market, banks are concentrating more and more on knowing all
there is about their clients and learning what are thier expectations and habits. Nowadays,
the customers are a fundamental active issue of the banks, a main key to determine its
succes. Thus, banks are trying consequently to gain new customer and also to keep the
existent ones by building a long term relationship with both categories.
As shown in this paper the model of CRM introduced by Lancaster, G. & Reynolds is
based on services quality and introduces four factors: Customer Care, Internal Marketing,
Total Quality Management (TQM) and Relationship Marketing. Further, as a research
result conducted, the paper useses an extended model by using Gerstner, D. three
aditional P’s (People, Presentation and Process), focusing on the most important one –
In this thesis the topic was approached from the point of view of the banks leaving out
the point of view of the customers.
By using information collected from people working in the two banks mentioned
above (which identy has to remain anonymous due to confident policies the two banks
have), the paper analyses the four initial factors entending and examining their
relationship with the fifth one - People.