| Author | Long Borareaksmey |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | After few-decade absence of the main role being a main financial regulator due to the past
civil war, today the banking system in Cambodia has dramatically drawn back the public
attention and confidence and that is the reasons why the environment has been enhanced
significantly. Basically, this research focuses strongly on the customer relationship
programmes which are believed to be the core banking business strategy. In essence, it is
obvious that ANZ Royal Bank has been the origin of the problem and the main interest of the
research regarding its unbelievable achievements as well as its relationship programmes
implemented in place.
The research is conducted through in-depth interviews with some line managers responsible
for building relationships with customers at ANZ Royal Bank. The author was given chance to
attach in some branches to further observe the real services offered by staffs. Apart from the
primary information, some textbooks, journal, magazines, company's annual reports, and
some other sources of information were used as key inputs in this research.
Finally the author is able to identify the relationship programme implemented at ANZ Royal
and the limits of the current agenda. At the end of this research some recommendations are
given based on the finding of the research justified with some literatures. |
| Year | 2009 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Beise-Zee, Rian; |
| Examination Committee(s) | Donyaprueth Krairit ;Dimmitt, Nicholas J. ; |
| Scholarship Donor(s) | France; |
