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The impact of the relationship manager for investment decisions in financial products for retail customers
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The level of investments for Brazilians is quite low. We expect that the bank relationship managers (RM) influence on customers’ decision to invest in bank products. Through longitudinal data analysis with 80,916 retail customers from a Brazilian bank, we empirically assess the positive impact of frequent RM contact with customers on customer investment in that bank. Additionally, we find that the length of relationship negatively moderates this relation, which suggests that contacts should be implemented early in the relationship since the benefits of RM contact dissipate over time. This reinforces the role of the RM in supporting customer to allocate their investments more appropriately to their needs by reducing information problems and minimizing customer uncertainty.
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Relationship marketing Relationship manager Investment decision Saving behaviour