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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Bibliographic Details
Main Author:	Ho, Jessica Sze Yin
Format:	Thesis
Published:	2016
Subjects:	HF5410-5417.5 Marketing Distribution of products
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id	my-mmu-ep.6931
record_format	uketd_dc
spelling	my-mmu-ep.69312017-10-30T11:37:22Z Antecedents And Consequences Of Relationship Marketing For Internet Banking: A Malaysian Gen-Y Perspective 2016-10 Ho, Jessica Sze Yin HF5410-5417.5 Marketing. Distribution of products 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. 2016-10 Thesis http://shdl.mmu.edu.my/6931/ http://library.mmu.edu.my/diglib/onlinedb/dig_lib.php phd doctoral Multimedia University Faculty of Management
institution	Multimedia University
collection	MMU Institutional Repository
topic	HF5410-5417.5 Marketing Distribution of products
spellingShingle	HF5410-5417.5 Marketing Distribution of products Ho, Jessica Sze Yin Antecedents And Consequences Of Relationship Marketing For Internet Banking: A Malaysian Gen-Y Perspective
description	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.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Ho, Jessica Sze Yin
author_facet	Ho, Jessica Sze Yin
author_sort	Ho, Jessica Sze Yin
title	Antecedents And Consequences Of Relationship Marketing For Internet Banking: A Malaysian Gen-Y Perspective
title_short	Antecedents And Consequences Of Relationship Marketing For Internet Banking: A Malaysian Gen-Y Perspective
title_full	Antecedents And Consequences Of Relationship Marketing For Internet Banking: A Malaysian Gen-Y Perspective
title_fullStr	Antecedents And Consequences Of Relationship Marketing For Internet Banking: A Malaysian Gen-Y Perspective
title_full_unstemmed	Antecedents And Consequences Of Relationship Marketing For Internet Banking: A Malaysian Gen-Y Perspective
title_sort	antecedents and consequences of relationship marketing for internet banking: a malaysian gen-y perspective
granting_institution	Multimedia University
granting_department	Faculty of Management
publishDate	2016
_version_	1747829651888144384

Antecedents And Consequences Of Relationship Marketing For Internet Banking: A Malaysian Gen-Y Perspective

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