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The application of a relationship marketing perspective in retail banking

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UNSPECIFIED (2001) The application of a relationship marketing perspective in retail banking. In: 9th Annual Reser Conference, ALCALA DE HENARES, SPAIN, OCT, 1998. Published in: SERVICE INDUSTRIES JOURNAL, 21 (1). pp. 169-194. ISSN 0264-2069.

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Abstract

This article considers the development of relationship marketing in retail financial services. it begins by examining the relationship marketing literature and considering its application to the retail banking industry: Following a discussion of the research methodology, four in-depth retail bank case studies are presented. These cases form the basis of a qualitative analysis of the state of relationship marketing in retail banking. Many banks have already reached a higher level of relationship marketing than businesses in other sectors. Yet generic relationship marketing models such as the one applied in this research do not necessarily reflect these differences. A modified version of a relationship marketing model, which caters for the particular characteristics of retail banks and which may be applicable to other services businesses, is therefore proposed.

Item Type: Conference Item (UNSPECIFIED)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Journal or Publication Title: SERVICE INDUSTRIES JOURNAL
Publisher: FRANK CASS CO LTD
ISSN: 0264-2069
Official Date: January 2001
Dates:
DateEvent
January 2001UNSPECIFIED
Volume: 21
Number: 1
Number of Pages: 26
Page Range: pp. 169-194
Publication Status: Published
Title of Event: 9th Annual Reser Conference
Location of Event: ALCALA DE HENARES, SPAIN
Date(s) of Event: OCT, 1998

Data sourced from Thomson Reuters' Web of Knowledge

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