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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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DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1080/714005011
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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: Journal Article
ISSN: 1743-9507
Keywords: relationship marketing; retail financial services; relationship marketing models; retail bank; case studies
Academic Unit/Department: Open University Business School
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: 02 Dec 2010 19:46
URI: http://oro.open.ac.uk/id/eprint/2042
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