A Relationship Marketing Perspective in Electronic Banking: Evidence from Greece

This paper examines the application of a relationship marketing model in electronic retail banking. It illustrates basic concepts of e-business from a relationship marketing perspective. The focus of the study is banking as one of the most information intensive industries, pertinent both to relationship marketing and e-commerce. Three case studies in major Greek retail banks are presented. The findings indicate that a generic relationship marketing focus is insufficient for defining e-banking as relationship marketing focused. The underlying reason is the excessive commitment to physical network relationships and lack of trust in virtual relationships currently exhibited by managers. It is suggested that a distinction should be made between ‘virtual’ relationship marketing focus and ‘generic’ relationship marketing focus. An adapted model for e-banking compensating for this distinction is proposed which may also be relevant in the context of other electronic services industries.