Triggering transition to relationship marketing : the case of Interbank

Turkish Banking, with the developments in the economy, has faced many changes during the last 10 years. Turkish banks, when compared to the banks in the western countries, seem very competitive in financial products. However, it is evident that Turkish banks have been implementing sales techniques in their relations with customers instead of marketing concept. In order to impose relationship marketing concept to a bank which has adapted to sales approach, an organized and systematic change program should be developed. This study deals with a transition attempt of a major Turkish bank. Interbank, to relationship marketing from sales approach. The thesis analyzes a relationship marketing oriented change program offered by a university for Interbank. The study includes the analysis of the process of the program and its impact on Interbank's culture. The impact analysis has been made with the help of the observation of changes occurred in Interbank in an eight month period starting from the competition of the program.