Strategic alignment between relationship marketing and human resource management in financial services organizations

Giannakis, Damianos and Harker, Michael J. (2014) Strategic alignment between relationship marketing and human resource management in financial services organizations. Journal of Strategic Marketing, 22 (5). pp. 396-419. ISSN 0965-254X (https://doi.org/10.1080/0965254X.2013.876082)

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Abstract

This paper notes the critical importance of financial services firms being able to successfully implement services and relationships orientated marketing strategies. Through summarizing recent literature and outlining strategic practice the necessity of aligning human resource management policies with relationship marketing to achieve and sustain corporate goals is demonstrated. The results of a set of case studies and managerial interviews with senior retail banking executives from the Greek financial services sector are used to develop a framework by which this might be done. Specifically, the role of the strategically significant Human Capital Chief Enabling Officer as a link between HRM and RM is proposed and defined.

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