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The regulatory challenge to relationship marketing in UK banking

John K. Ashton (School of Management, University of East Anglia, Norwich, UK)
Andrew Pressey (School of Management, University of East Anglia, Norwich, UK)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 October 2004

Abstract

Within the academic marketing literature the importance of government policy and regulatory judgement receives far less scrutiny than is justified. To illustrate the importance of government regulation broadly and the new UK competition law framework specifically, a single regulatory case is examined: the Competition Commission assessment of the provision of banking services to small and medium‐sized firms. The report aims to promote more “arm's length” or transactional approaches to managing SME bank customers, effectively reducing banks' abilities to build relationships with its SME customers. It is proposed that relationship marketing for banking services to SMEs, a subject of considerable academic attention in recent years, has been severely curtailed in its present form by this recent regulatory judgement. The discussion also provides broader implications for policy analysis and marketing.

Keywords

Citation

Ashton, J.K. and Pressey, A. (2004), "The regulatory challenge to relationship marketing in UK banking", International Journal of Bank Marketing, Vol. 22 No. 6, pp. 453-464. https://doi.org/10.1108/02652320410559358

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited