Quality and customer relationship management (CRM) as competitive strategy in the Swedish banking industry

Abstract

PurposeA primary purpose of management and marketing strategy is to develop a competitive advantage. A competitive advantage provides customers with superior value compared with competitive offerings. Banking has traditionally operated in a relatively stable environment for decades. The purpose of the study is to theoretically and empirically develop a better understanding of quality and customer relationship management (CRM) impact on banking competitiveness.Design/methodology/approachThe paper examines the product and service quality and customer relationship factors that influence the customer selection and image of the principal banks.FindingsA bank has to create customer relationships that deliver value beyond that provided by the core product. This involves added tangible and intangible elements to the core products, thus creating and enhancing the “product surrounding”. One necessary condition for the realisation of quality and the creation of value added is quality measurement and control. This is an important function to ensure the fulfilment of given customer requirements. The key ways to building a strong competitive position are through CRM, product/service quality and differentiation.Originality/valueProvides information on important factors to be considered in competitive positioning decisions.