Abstract : The goals of this paper are to present some of the retail marketing strategies that influences the retail industry. The paper contributes to a better understanding of retail industry and to enhance the scientific literature regarding marketing strategies in this field. This article considers the development of relationship marketing in retail financial services. It begins by examining the relationship marketing literature and considering its application to the retail banking industry. Following a discussion of the research methodology, four in-depth retail bank case studies are presented. These cases form the basis of a qualitative analysis of the state of relationship marketing in retail banking. Many banks have already reached a higher level of relationship marketing than businesses in other sectors. Yet generic relationship marketing models such as the one applied in this research do not necessarily reflect these differences. A modified version of a relationship marketing model, which caters for the particular characteristics of retail banks and which may be applicable to other services businesses, is therefore proposed.
Keywords : Financial Services, Retail Banking, Digital Marketing, Fashion industry.
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References :
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