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The dark side of relationship marketing in the banking industry
[Le côté obscur de la relation banque-entreprise : les risques du marketing relationnel]

Author

Listed:
  • François Geoffroy

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

  • Pascal Koeberlé

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

Abstract

Relationship marketing has developed as a central issue for researchers and practitioners alike. Over the last decade, a strand of literature has suggested how relationship marketing may actually impede customer relationship. In other words, the dark side may take over. In this paper, we account for a critical analysis of relationship marketing, specifically in the banking industry. Drawing on non-participatory observation in a French bank, the paper conceives of relationship marketing as a myth, and suggests that the banking relationship is a fertile breeding-ground for the dark side of customer relationship management.

Suggested Citation

  • François Geoffroy & Pascal Koeberlé, 2019. "The dark side of relationship marketing in the banking industry [Le côté obscur de la relation banque-entreprise : les risques du marketing relationnel]," Post-Print hal-04086989, HAL.
    • Handle: RePEc:hal:journl:hal-04086989
    DOI: 10.3917/resg.131.0063
    as

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