A relationship marketing perspective in electronic banking: evidence from Greece

Argyriou, Evmorfia and Melewar, T. C. and Meadows, Maureen (2005) A relationship marketing perspective in electronic banking: evidence from Greece. Journal of Euromarketing, 15 (1). pp. 47-73. ISSN 1049-6483

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Abstract

The article focuses on the application of a relationship marketing model in electronic retail banking. According to a study, a generic relationship marketing focus has been insufficient for defining electronic banking as relationship marketing focused. It has been suggested that a distinction should be made between virtual relationship marketing focus and generic relationship marketing focus. A model for electronic banking has been proposed which may be relevant in the context of other electronic services industries.

Item Type: Article
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 13352
Useful Links:
Depositing User: Devika Mohan
Date Deposited: 27 May 2014 08:12
Last Modified: 13 Oct 2016 14:30
URI: http://eprints.mdx.ac.uk/id/eprint/13352

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