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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 …
National Irish Bank: Coping With A Crisis And Beyond, Gerard Mortimer
National Irish Bank: Coping With A Crisis And Beyond, Gerard Mortimer
Case studies
As March 1998 drew to a close, management at National Irish Bank (NIB) would have been forgiven for believing that the bank’s situation could not get any worse. The bank had just issued a robust defence of its position in relation to an off shore bond scheme which had been the subject of much media and political debate for the previous two months. In particular, it had severely criticised RTE, the state owned television and radio corporation, and the two RTE journalists who had broken and dominated the story.
An Exploration Of Firm-Customer Relationships In Retail Banking, Ian Clancy
An Exploration Of Firm-Customer Relationships In Retail Banking, Ian Clancy
Masters
Establishing relationships with consumers as a means of overcoming the anonymous nature of many business transactions, is not a new concept. However, its implementation as a distinct direction in marketing (Relationship Marketing), is a relatively new phenomenon. Nevertheless, its focus and direction remains unclear. Indeed, it has been argued that the proliferation of relationship marketing literature and business practice has focused largely on what the firm perceives a relationship to be, while ignoring the distinct viewpoint of end consumers. This study attempts to address this by exploring genuine relationship development from the consumer’s perspective, in retail banding. It takes an …