The Application of a Relationship Marketing Perspective in Retail Banking

Sally Dibb · Maureen Meadows

130 citations0/0 files storedService Industries Journal

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Service and Product Innovation

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.

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References

1987Developing Buyer-Seller Relationships 1995Relationship Marketing of Services--Growing Interest, Emerging Perspectives 1992The Changing Role of Marketing in the Corporation 1995Relationship Marketing in Consumer Markets: Antecedents and Consequences 1984Strategic Management and Marketing in the Service Sector 1993Loyalty-based management.1995Building Service Relationships: It's all about Promises 2010How to research

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