Line Ricard

Relationship Marketing and Commercial Banking: A Critical Analysis

Competitive pressures as well as the search for fee‐based incomes, mainly derived from cross‐selling, have forced commercial financial institutions to redefine their marketing strategies and to focus on “relationship marketing”. Identifies the major problems raised by the implementation of an effective relationship approach. From this critical analysis, concludes that relationship banking is a major corporate issue, not the sole responsibility of front‐line people (account managers) – marketing and strategic issues are merging.

Online relationship quality: scale development and initial testing

Purpose – The purpose of this paper is to propose a reliable and valid integrative scale for online relationship quality based on both the relationship marketing and electronic commerce literature. Design/methodology/approach – The scale was developed using the approach put forward by Churchill (1979). The scale development and validation process includes a qualitative exploratory phase, three pre-tests and a final study using an online questionnaire (476 members of a consumer panel). Findings – The findings support a third-order integrative model of online relationship quality composed of three dimensions (trust, commitment and satisfaction). The final scale is composed of 21 items. Research limitations/implications – The study shows a lack of discrimination between satisfaction and trust, which other studies have also found. As the scale is validated in only one sector, online banking, it should be tested and replicated in other contexts (e.g. insurance). Practical implications – An instrument for asses...

The Potential of Information Technology in Facilitating Relationship Marketing

Abstract The aim of this paper is to explore the role of information technologies in facilitating a relationship-marketing orientation. On the basis of conceptual and empirical contributions, we propose that while the use of IT can improve customer knowledge, it does not facilitate me acquisition of me other elements required to develop long-term relationships with customers and clients (i.e., trust, commitment and personalization). Our survey of top managers supports our contention that the use of IT does not suffice to facilitate marketing orientation.

E-relationship marketing: a cognitive mapping introspection in the banking sector

Purpose – The aim of this paper is to explore and better understand e-relationship marketing and to identify elements (key concepts) that are predominant to ensure success via the internet. Design/methodology/approach – The exploratory cognitive mapping technique (Cossette, 2004) employs three types of respondents, namely a banking expert, online banking customer and academic expert. Findings – The study points up similarities with traditional relationship marketing (e.g. satisfaction, commitment by bank) and identifies several new concepts spawned by the web-based environment. More precisely, the study highlights the importance of the simplicity and ease of the customers web experience. Research limitations/implications – The exploratory and qualitative nature of this study opens the door to validation with a broader sample using a self-administered questionnaire developed based on the cognitive mapping technique. Practical implications – In addition to guaranteeing customer satisfaction, it is importan...

Online Relationship Quality: Testing an Integrative and Comprehensive Model in the Banking Industry

ABSTRACT This article examines online relationship quality as a multidimensional, integrative construct comprising trust, commitment, and satisfaction. Important antecedents of the construct identified in traditional relationship marketing and e-commerce literature (classified respectively under “relationship characteristics” and “website characteristics”) are also investigated. A Web-based questionnaire is administered to 476 online banking users who are members of a large consumer panel. Findings demonstrate that website characteristics (in order of importance: ease of use, website design, information quality, and security/privacy) are especially important for fostering online relationship quality in the banking sector. The moderating effect of gender and age are also examined while highlighting telling differences (greater impact of perceived relationship benefits for men and Generation Y, communication for women, ease of use for women and security/privacy for Baby Boomer).

OCL: Online Customer Loyalty in the Service Industries: Scale Development and Validation

ABSTRACT In todays competitive electronic environment, online customer loyalty (OCL) represents a high-profile concept that has strategic importance for many service companies. The present research offers a conceptualization of OCL, develops a reliable scientific instrument that captures its various dimensions, carefully validates the OCL scale in different contexts and in a structural equation model, and proposes how the OCL scale can be used as a strategic tool for business managers aiming to improve their customer retention strategies.