HCBE Faculty Articles

Title

Relationship Marketing in Private Banking in South Africa

Document Type

Article

Date

1999

Publication Title

International Journal of Bank Marketing

ISSN or ISBN

0265-2323

Volume

17

Issue

1

First Page

5

Last Page

19

Description

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.

DOI

10.1108/02652329910254000

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