Assistant Professor, Center For Marketing Excellence Gujarat Technological University
Online published on 2 May, 2018.
This article reviews the existing literature in the field of Relationship marketing for the banking sector. This review has been undertaken to study the meaning of relationship marketing and their impact on the Banking/service sector. Starting with the overview of banking sector and definition of Relationship marketing. Further, the article discusses dimensions like trust, commitment, satisfaction, communication, switching barriers and conflict handling.
Banking Industry, Commitment, Conflict handling, Switching Barriers, Relationship Marketing, trust
