The goal of relationship marketing in commercial bank is to build up customer loyalty, because 80% of the total profit is come from 20% loyal customer.
商业银行关系营销的目标是建立顾客忠诚，因为企业80%的利润来自于20%的忠诚顾客。
It is an appointment agency relationship between the decision body of commercial bank and customer managers. The lack of behavior controlling leads to the appointment agency issue.
商业银行的决策层与客户经理之间是一种委托代理关系，由于决策层对客户经理的行为控制乏力，因而引发了委托代理问题。
Knowledge management; Customer relationship management; Commercial bank.
知识管理；客户关系管理；商业银行。
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