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

Damianos Giannakis, Michael J. Harker

Research output: Contribution to journalArticle

8 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)396-419
Number of pages14
JournalJournal of Strategic Marketing
Volume22
Issue number5
Early online date6 Feb 2014
DOIs
Publication statusPublished - 6 Feb 2014

Keywords

  • relationship marketing
  • Greece
  • financial services
  • human capital chief enabling officer
  • strategic alignment
  • human resource management

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