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Determinants and Antecedents of Relationship Marketing Orientation

Abdelkader, Ahmed, Jackson, Howard and Cook, John (2010) Determinants and Antecedents of Relationship Marketing Orientation. International Journal of Customer Relationship Marketing and Management, 1 (4). pp. 22-43. ISSN 1947-9247

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This study investigates the extent of Relationship Marketing Orientation (RMO) in the banking sector of Egypt. The need to deliver a superior value to bank customers has assumed paramount importance as competition intensifies at a fast pace and local consumers become more demanding. This study attempts to answer whether the bank’s ownership style will influence the extent of the bank’s relationship marketing orientation. This empirical study of 32 Egyptian banks is based on the antecedents and determinants of RMO elected from the literature. Findings suggest that different ownership of a bank may exert a different emphasis on RMO. The study reports that RMO is determined by ten antecedents of relationship marketing.

Item Type: Article
Subjects: H Social Sciences > HF Commerce
Schools: Huddersfield Business School
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Depositing User: Sharon Beastall
Date Deposited: 20 Jul 2011 07:53
Last Modified: 28 Aug 2021 11:08


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