Determinants and Antecedents of Relationship Marketing Orientation: The Impact of Bank Ownership Style on the Bank’s Orientation towards Relationship Marketing

Ahmed Abdelkader, Howard Jackson and John Cook
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Ahmed Abdelkader: Mansoura University, Egypt
Howard Jackson: Huddersfield University, UK
John Cook: Huddersfield University, UK

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2010, vol. 1, issue 4, 22-43

Abstract: This study investigates the extent of Relationship Marketing Orientation (RMO) in the banking sector of Egypt. The need to deliver a superior value to bank customers has assumed paramount importance as competition intensifies at a fast pace and local consumers become more demanding. This study attempts to answer whether the bank’s ownership style will influence the extent of the bank’s relationship marketing orientation. This empirical study of 32 Egyptian banks is based on the antecedents and determinants of RMO elected from the literature. Findings suggest that different ownership of a bank may exert a different emphasis on RMO. The study reports that RMO is determined by ten antecedents of relationship marketing.

Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:1:y:2010:i:4:p:22-43

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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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