A financial holding company in an emerging market, with
successful customer relationship management, is selected as the case study object. The authors
interviewed the management and distributed questionnaires to positions equivalent to or higher than
the junior sales manager within two divisions of the corporate banking group. A total of
80 questionnaires were distributed, with a valid return rate of 73.75 per cent. The total number of
subjects is 59 and the partial least squares method was adopted to examine the causal relationships
between the different aspects of customer capital.