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.

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.

Data sourced from Thomson Reuters' Web of Knowledge

Request changes to a record

Actions (login required)

View Item