Dibb, Sally and Meadows, Maureen
Relationship marketing and CRM: a financial services case study.
Journal of Strategic Marketing, 12(2)
This paper considers the shift towards relationship marketing principles and the implementation of CRM in the retail financial services sector. Many players offering personal banking and related products have now 'bought in' to the concepts behind relationship marketing, and are investing heavily (particularly in new information technology) to enhance customer relationships and improve retention rates. This trend is considered from the perspective of an organisation that is one of those leading the change. An in-depth case study reveals the progress made in recent years towards the company's goals, focusing especially on the introduction of new systems and moves to enhance customer data. However, the analysis also suggests that major challenges remain if the benefits of CRM are to be fully realised. Issues involving the structure of the organisation and its approach to a range of staff issues such as recruitment and training are of particular concerns for the implementation of CRM principles.
||Relationship marketing; services marketing; customer relationship management; financial services; case study
||Open University Business School
||Users 12 not found.
||02 Jun 2006
||02 Dec 2010 19:46
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