دراسات إقتصادية
Volume 24, Numéro 2, Pages 161-178
2024-12-31
The Role Of Relational Orientation In Maximizing The Value Co-creation Between Bank And Customer Through The Available Interaction Channels Case Of Algerian Banks
Authors : Ameur Mustapha . Lassoued Radhia .
Abstract
This study aims to highlight the importance of relational orientation in maximizing the process of value co-creation between the bank and its customers in the context of employee interactions with customers. In the context of strong competition in the banking sector, this new concept constitutes a competitive advantage likely to support its differentiation strategy. The analysis showed the imperative need for banks to implement a relational strategy supported by a specific training plan in order to improve the effectiveness of interactions through all contact channels. Also, the diversity of contact channels is a real opportunity for banks to develop the co-creation of value.
Keywords
Relationship marketing, banks, value co-creation
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