The application of a relationship marketing perspective in retail banking
UNSPECIFIED (2001) The application of a relationship marketing perspective in retail banking. In: 9th Annual Reser Conference, OCT, 1998, ALCALA DE HENARES, SPAIN.Full text not available from this repository.
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|
|Number of Pages:||26|
|Page Range:||pp. 169-194|
|Title of Event:||9th Annual Reser Conference|
|Location of Event:||ALCALA DE HENARES, SPAIN|
|Date(s) of Event:||OCT, 1998|
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