Purpose – This paper aims to investigate the different types of perceived relational benefits in the bank‐retail customer relationship. It further seeks to assess the influence of these benefits on satisfaction with the bank and on three behavioral outcomes, word‐of‐mouth, intention to...

Purpose – This article demonstrates the application of geodemographic segmentation to the service industry by using commercial banking as a case example. Design/methodology/approach – Data were collected through self‐administered questionnaires. Two sets of variables were used to profile...

Purpose – Hitherto, assessments of the effectiveness of Indian microfinance institutions in achieving their economic and social goals have largely identified only limited success. Critics of Indian regional rural banks (RRBs) and their prevailing culture have argued that a product‐focused...