.The demand for banking services is directly tied to the economic activity and the level of interest rates. Generally speaking, the profitability of banks depends on effective marketing skills, efficient operations and strong risk management. In this industry, major products are account services, bank loans, brokerage services, credit card and leasing services, trust management and investment services. Banks generate revenue primarily through interest income and service fees. Typically, customers care more about the quality and availability of services than about the cost of services. Because of this behaviour, customers are usually approached by a sales force aiming to maintain log-term relationships with customers, especially commercial customers. Larger banks may also segment their sales force according to the size of potential customers.
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