UNSPECIFIED (2001) The application of a relationship marketing perspective in retail banking. In: 9th Annual Reser Conference, OCT, 1998, ALCALA DE HENARES, SPAIN.

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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
Date:	January 2001
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
URI:	http://wrap.warwick.ac.uk/id/eprint/12396

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