Business Commons^™

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 …