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one of the more dissembles trends in the financial-service industry in recent times has been the adoption of programs designed to encourage more personalized relationships between an institution's employees and its clients, particularly those who are major depositors. The expression most commonly used to describe the type of program is "relationship banking." A good definition is provided in the 1985 book Marketing Financial Services:
In relationship banking the emphasis is on establishing a long-term, multiple-service relationship; on satisfying the totality of the client's financial need; on minimizing the need or desire of clients to splinter their financial business among various institutions.
Implicit within any definition of relationship banking is recognition that the financial-service requirements of one individual or relationship group. A successful relationship-banking program is, therefore, independent individual in a large part on the de