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Relationship marketing in private banking in South Africa

Russell Abratt (The FNB Professor of Marketing, Graduate School of Business Administration, University of Witwatersrand, Johannesburg, South Africa)
Joy Russell (Graduate Researcher, Graduate School of Business Administration, University of Witwatersrand, Johannesburg, South Africa)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 February 1999

6706

Abstract

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 private bank. A comprehensive analysis of the various stages a client has in a relationship with a bank are discussed. Lastly, the implications for the private banking industry are dealt with in a comprehensive manner.

Keywords

Citation

Abratt, R. and Russell, J. (1999), "Relationship marketing in private banking in South Africa", International Journal of Bank Marketing, Vol. 17 No. 1, pp. 5-19. https://doi.org/10.1108/02652329910254000

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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