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| Author: | Barnes, J. |
| Title: | Closeness, strength, and satisfaction: examining the nature of relationships between providers of financial services and their real customers |
| Journal: | Psychology and Marketing
1997 : DEC, VOL. 14:8, p. 765-790 |
| Index terms: | MARKETING PSYCHOLOGY CUSTOMERS |
| Language: | eng |
| Abstract: | This article presents the results of the analysis of data collected in a telephone survey of retail customers of banks and other financial institutions. The objective of the research is to identify various dimensions of the customers' relationships with their principal financial institution and to ascertain the factors that contribute to the types of close relationships that are likely to lead to customer retention, referrals , and long-term profitability. A survey of 400 adult retail bank customers provided data for analysis. |
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