Conceptual arguments favouring a relational rather than a transactional approach to the study of buyer‐seller relationships are now well understood. However, attempts to quantify the factors contributing towards relationship quality have been held back by the complexity of the underlying...

The advantage of relationship marketing strategies over discrete transactional activity is now widely recognized in banking and financial services markets. This has triggered research to identify the factors perceived by customers to be important in the development of ongoing relationships with...

The development of effective customer relationships is increasingly recognised as an important component of marketing strategies, particularly in the case of service industries. Developing and maintaining satisfactory customer relationships can help to reduce perceived risk, reduce transactions...