P/M/500. Dissertation. Role of relationship marketing in UK banks customer retention

The dissertation aims to investigate the role of relationship marketing (RM) in customer retention in the UK banking industry providing a review of literature on the history and definitions of RM, the benefits of RM in the financial services industry, the issues of customer loyalty, etc. Research methods include collection and analysis of secondary data; qualitative and quantitative primary data (interviews and questionnaires) was collected from professional staff within three different IT organizations. Conclusions are made about the correlation between RM and customer loyalty, and the factors determining a positive relationship between banks and their customers.