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| Tekijä: | O´Loughlin, D. Szmigin, I. |
| Otsikko: | Customer relationship typologies and the nature of loyalty in Irish retail financial services |
| Lehti: | Journal of Marketing Management
2006 : APR, Vol. 22:3-4, p. 267-293 |
| Asiasana: | relationship marketing customers loyalty IRISH REPUBLIC |
| Vapaa asiasana: | financial services |
| Kieli: | eng |
| Tiivistelmä: | The article presents an extensive consumer study of Irish retail banking and describes the key findings of this study. The focus is on the nature of customer loyalty and its effects on relationship preferences and decisions. Drawing on existing exploratory managerial and consumer literature, 50 interviews were conducted among Irish consumers representing different demographic and product-related characteristics. In the analysis of the study, key customer relationship typologies were identified and profiled. These typologies are: transactional experiences, outcome-focused relationships, interactive friendships and personal relationships. In addition, the nature of customer loyalty was examined and key moderating factors were identified and studied. |
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