On the Business Relationship between Small and Medium Enterprises which Attempt to Business Innovation and the Regional Financial Institutions Based on the Relationship Marketing Concept

Abstract

For Small and Medium-Sized Enterprises, it is very important to have a good relationship to Banks. This paper is to verify a model which is constructed of Involvement, Friendship, and Long-term transactions between Small and Medium-Sized Enterprises and Banks, in accordance with the concepts of Relationship Marketing. Consequently, We verify that Involvement effect on Friendship on Long-term transactions.