Relationship Marketing in Private Banking in South Africa
International Journal of Bank Marketing
ISSN or ISBN
Deals with the success of relationship marketing in the private banking sector. A comprehensive literature review of relationship marketing was undertaken. A study was undertaken among a sample of 118 high net worth individuals, 53 with personal bankers, and 65 without, to establish whether relationship marketing was working in this banking sector. The results show that relationships are an important criterion in the selection of a privatebank. A comprehensive analysis of the various stages a client has in a relationship with a bankare discussed. Lastly, the implications for the private banking industry are dealt with in a comprehensive manner.
Abratt, Russell and Russell, Joy, "Relationship Marketing in Private Banking in South Africa" (1999). HCBE Faculty Articles. 956.