Key account management programs have priority in the banking sector, conditioned by the drive to achieve competitive advantage while securing customer loyalty. Employees must manage these programs with demonstrated relationship- and ethics‐based attributes, and devote themselves fully to...

Purpose – The aim of this paper is to explore and better understand e-relationship marketing and to identify elements (key concepts) that are predominant to ensure success via the internet. Design/methodology/approach – The exploratory cognitive mapping technique (Cossette, 2004) employs...