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Paper Topic:

Does Relationship Marketing Improve Customer Satisfaction and Loyalty in UK Retail Banking?

Since , investment across all customer segments will not give up the same returns (Zeithaml , V .A . et al , 2001 . Most of the time RM is directed only for most profitable segments (Abratt , R . and Russell J , 1999

Therefore , the focus of dissertation will be on RM strategy of retail banking , in to find out whether the implementation of RM strategy is improving the customer satisfaction and loyalty as expected by the bank

The research objectives of the dissertation are the following

To know the reason for Lloyd TSB , Barclays and HSBC

's RM activities

To identify the similarities and differences between the RM activities of Lloyds TSB , Barclays and HSBC

To know if the RM that Lloyds TSB , Barclays and HSBC 's RM strategies are effective in terms of attaining customer satisfaction and brand loyalty .To investigate the impact of four underpinnings of RM such as trust commitment , communication and conflict handling on customer satisfaction and loyalty

To know the relationship between customer satisfaction and brand loyalty

To know the relationship between the four underpinnings of RM and customer satisfaction

To know the relationship between the four underpinnings of RM and customer loyalty

1 .3 Purpose of the Study

The aims of the research are the following

To identify UK banks such as Lloyd TSB , Barclays and HSBC and their RM programmes

To identify what are the similarities among Lloyd TSB , Barclays and HSBC 's RMs

To know the effectiveness of Lloyd TSB , Barclays and HSBC 's RMs

To know the perspectives of Lloyds TSB , Barclays and HSBC clients in terms of the formers RMs

To know the relationship of the four RM principles , Customer Satisfaction and Loyalty

1 .4 Structure of the Study

The study is divided into five parts and takes a Quantitative Approach The primary data was...

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