Alexander, Nicholas and Colgate, Mark (2000) Retail financial services : transaction to relationship marketing. European Journal of Marketing, 34 (8). pp. 938-953. ISSN 0309-0566
Full text not available from this repository.Abstract
Presents the findings of a survey carried out among the financial directors of leading retail companies in Australia, Ireland, New Zealand and the UK. The purpose of the survey was to determine those factors that influence the development of financial services within retail organisations. Considers the introduction of financial services, within the context of retailers’ relationships with their customers, and retailers’ ability to build closer relationships with existing and potential customers. Financial service provision is, therefore, considered in the context of the relationship marketing paradigm. Considers the opportunities which financial services provide for retailers to move from a transactional to relationship approach to marketing.