A broader concept of relationships: Identifying new forms of consumer–provider interactions in Egyptian financial services

Abstract

This paper revisits the ‘relationship analogy’ in its aim of developing a broader concept of relationships in marketing. In doing so, it provides a dyadic point of view, critically examining the different layers of meaning of relationships as experienced by both consumers and their banks. By analysing 41 in-depth interviews with consumers and bank personnel, it develops a segmented approach to these different relationships, identifying new forms of interactions and their dimensions. Findings suggest that consumer–bank relationships are multifaceted and dynamic experiences made up of ‘fluid’ dimensions. Unpacking these relationships, two key types of interaction emerged: ‘utilitarian interactions’ and ‘communal interactions’. Within each type, a further set of interactions were identified. Overall, the study illuminates the richness and complexity of the relationship concept in consumer markets and explores the implications of a segmented approach for relationship marketing theory and practice. The study also underscores the importance of an in-depth understanding of the cultural context in which relationships are formed and nurtured, with a particular emphasis on the role of friendship in shaping commercial relationships in the Eastern context.

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