The primary aim of the article is to point to the importance of information technologies, in particular CRM systems, in the process of creation long-term and effective relations with customers by cooperative banks. Keeping in mind a changing environment on financial services market, the author focuses on the role that customers fulfill in activities run by cooperative banks. The need of using relationship marketing and building long-lasting relations by cooperative banks in order to hold their position on a very competitive market (other cooperative banks, commercial banks etc.) was stressed in the article. Finally, the results of market research run by the author were presented. They deal with benefits, which CRM systems offer to banks as far as long-term relations are concerned, the activity of cooperative banks in implementing CRM systems, their awareness of the nature of the systems and the scope of using them by cooperative banks.

Keywords: financial services market, relationship marketing, relations with customers, CRM systems, new technologies.

  Edyta Rudawska, Managing Relations with Customers at Cooperative Banks - plik pdf; (256 KB)