Relationship as a strategy for banks: satisfaction of car dealers with a bank financial service

Abstract

Relationships between commercial organizations endeavor to develop long lasting, mutually satisfactory ties, where both parties perceive the value of the services inherent in the operations. It is a competitive strategy for excellence in commercial relations. The relationships between a multinational bank agency, very well regarded in the segment of car financing and car dealers were studied to verify bank adjustment to dealer expectations and moreover to understand dealer comprehension of bank efforts. The level of dealer satisfaction with services and aspects to be developed was identified, so that in practice, the importance of Relationship Marketing is better perceived by both parties. Suggestions were formulated including a formal Relationship Marketing Program, an intensive training program and implementation of a knowledge management process.