This study introduces the concept of relational attractiveness of the customer (RAC) which is defined as the attitude of the supplier towards the customer firm in order to maintain and/or to improve an existing business relationship. Social Exchange Theory explains relational exchanges in...

Trust is an element of crucial importance in bank marketing and is becoming a differentiating factor due to the effects of the financial and economic crisis. Trust is a strategic factor in creating a balanced and persistent operation for both individual banks and the banking sector on the whole....