Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Integrating The Activities Required To Recruit And Retain Profitable Customers In Contemporary Retail Banking, Susan Walsh
Integrating The Activities Required To Recruit And Retain Profitable Customers In Contemporary Retail Banking, Susan Walsh
Articles
Today’s high street retail bank faces a major challenge in integrating the marketing activities required both to recruit new customers and to retain existing profitable ones. The challenge involves a judicious mix of “transaction marketing” – mainly aimed at winning new clients – and of “relationship marketing”- largely aimed at retaining present ones. Evidence from a detailed qualitative study of marketing practice in a UK high street bank, a subsidiary of an Irish headquartered bank, demonstrates just how problematic achieving this balance can be. The date indicates that this bank underinvested in a number of activities that are of primary …