The dark side of relationship marketing in the banking industry

Le côté obscur de la relation banque-entreprise: les risques du marketing relationnel

François Geoffroy () and Pascal Koeberlé ()
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François Geoffroy: CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne
Pascal Koeberlé: CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne

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Abstract: Relationship marketing has developed as a central issue for researchers and practitioners alike. Over the last decade, a strand of literature has suggested how relationship marketing may actually impede customer relationship. In other words, the dark side may take over. In this paper, we account for a critical analysis of relationship marketing, specifically in the banking industry. Drawing on non-participatory observation in a French bank, the paper conceives of relationship marketing as a myth, and suggests that the banking relationship is a fertile breeding-ground for the dark side of customer relationship management.

Date: 2019-10-18
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Published in Recherches en sciences de gestion, 2019, 131 (2), pp.63-87. ⟨10.3917/resg.131.0063⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04086989

DOI: 10.3917/resg.131.0063

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