The literature proposes that the relationship marketing approach remains a critical issue in the financial services context (Athanassopoulou 2006; O‘Loughlin et al. 2004). Relationship marketing stresses the development and maintenance of long-term relationships between the firm and its customers (Sheth and Parvatiyar 1995). As a result of the intangible nature and complexity of the characteristics related to service delivery across multiple service channels in the financial services industry, combined with the fiercely competitive environment, it is important for banking firms to adequately manage relationships with customers (Liu and Wu 2008). Importantly, relationship quality is considered as an overall assessment of the strength of a relationship (Garbarino and Johnson 1999) and captures the essence of relationship marketing (Ural 2007).
2nd International Workshop on Business Education. Conference Proceedings: 2nd International Workshop on Business Education and Research (Kuala Lumpur, Malaysia 10-12 November, 2010) p. 125-130