A relationship marketing perspective in electronic banking: evidence from Greece
Argyriou, Evmorfia, 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 [Article]
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: | https://eprints.mdx.ac.uk/id/eprint/13352 |
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