The Measurement and Importance of Service Quality in the Retailing of Recreational Services

ABSTRACT

In this article it is argued that the dealings between small companies and their banks consist of a number of relationship elements. Because today most banks employ some kind of relationship banking, there is a need to further conceptualise the relevant dimensions in implementing such an approach. In a study ten small companies in the Stockholm area were interviewed. The results indicate that the account manager in the bank proved to be the crucial person in the customer-bank relationship and that banks should organise their activities and promotion in a supportive way. There is a large potential for improvements in banks regarding their relationships with small companies.