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Abstract
In today’s globally competitive environment, relationship marketing has been identified as a critical factor to the success of a service enterprise such as the banking sector. Though the banking sector has traditionally been a customer focused services industry, regional banks have only recently started to build their capacity for offering new services as some of the large banks currently do. However, regional banks, unlike their large counterparts, have limited resources especially in the financials. Hence, the allocation for recourses into customer service programs is very critical.