Abstract
ABSTRACT The size of the corporate customer is one of the generally used segmentation variables in marketing. But how does customer size influence the relationship per se between business actors? In this article the relationship between banks and their corporate customers in Sweden (companies with over 200 employees) is analysed. The article deals with how the relationship between the company and the bank is influenced by the size of the company in terms of five dimensions: economic, technical, organisational, reciprocity of knowledge and social bonds. The results indicate, contrary to what was expected, the relatively low impact of the customer's size on the dimensions of the interfirm relationships.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
