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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) | ||||
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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: |
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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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