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| Author: | Carson, D. Gilmore, A. Walsh, S. |
| Title: | Balancing transaction and relationship marketing in retail banking |
| Journal: | Journal of Marketing Management
2004 : APR, VOL. 20:3-4, p. 431-455 |
| Index terms: | Banking Relationship marketing Service Models Irish Republic United Kingdom |
| Language: | eng |
| Abstract: | This article describes a study of a service organisation's transaction and relationship marketing (hereafter as: rel-m.) activities. Theory was used in the development of a conceptual model. This model was used as a framework to guide the study and data collection using one retail bank case. The data were analysed in relation to the transaction and rel-m. focus and activities of the bank. The findings indicate that resource investment in some aspects of transaction and rel-m. activities, in practice, was unbalanced compared to the resource investment in a wide range of support activities. |
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