Marketing Bank Services: An Analytical Model for a Trust Referral Programme

A marketing programme for the financial services industry is presented and, specifically a model developed which could be used to market trust services in the banking industry. A trust referral programme provides financial institutions with the opportunity to direct personal selling efforts at customers who have made a previous commitment to the bank. A properly structured referral programme will ot only benefit the trust department, but also provide a higher service level for the financial institution as a whole.