The application of a relationship marketing perspective in retail banking

Research output: Contribution to journalArticlepeer-review

77 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)169-194
Number of pages26
JournalThe Service Industries Journal
Issue number1
Publication statusPublished - 2001
Externally publishedYes

ASJC Scopus subject areas

  • Management of Technology and Innovation
  • Strategy and Management


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