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

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Author(s): Ahmed Abdelkader (Mansoura University, Egypt), Howard Jackson (Huddersfield University, UK)and John Cook (Huddersfield University, UK)
Copyright: 2012
Pages: 22
Source title: Successful Customer Relationship Management Programs and Technologies: Issues and Trends
Source Author(s)/Editor(s): Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/978-1-4666-0288-5.ch015

Keywords: Business & Management / Business Science Reference / Consumer Management / E-Business

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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.

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

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