Antecedents And Consequences Of Relationship Marketing For Internet Banking: A Malaysian Gen-Y Perspective
Banks are competing to grow their Gen Y market share. While internet banking is still the primary banking channel for Gen Y, Internet banking lacks physical interaction with banking employees, thus limiting any relationship-building effort with their customers. Therefore, bank needs a different sets...
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| Format: | Thesis |
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2016
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| Summary: | Banks are competing to grow their Gen Y market share. While internet banking is still the primary banking channel for Gen Y, Internet banking lacks physical interaction with banking employees, thus limiting any relationship-building effort with their customers. Therefore, bank needs a different sets of Relationship Marketing (RM) efforts to address Gen Y. This research focuses on nurturing online relationship marketing with Gen Y in the Internet banking sector. In specific, this study aims to examine the factors (antecedents) that build relationship marketing (relationship quality) and the outcomes (consequences) of nurturing relationship marketing for the Internet banking especially among Gen Y. |
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