This paper is a continuation of our research effort to develop a new approach to total relationship management. It is a theoretical and conceptual one, providing marketing and management ideas on how to integrate total quality management (TQM) and total relationship management (TRM) in order to...

Purpose – A 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...