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The application of a relationship marketing perspective in retail banking

Dibb, Sally and Meadows, Maureen (2001). The application of a relationship marketing perspective in retail banking. Service Industries Journal, 21(1) pp. 169–194.

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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: Journal Item
ISSN: 1743-9507
Keywords: relationship marketing; retail financial services; relationship marketing models; retail bank; case studies
Academic Unit/School: Faculty of Business and Law (FBL)
Faculty of Business and Law (FBL) > Business
Interdisciplinary Research Centre: Innovation, Knowledge & Development research centre (IKD)
Item ID: 2042
Depositing User: Users 12 not found.
Date Deposited: 31 May 2006
Last Modified: 04 Oct 2016 09:46
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