Editorial

Editorial

Article Type: Editorial From: International Journal of Bank Marketing, Volume 31, Issue 4.

It is a well-known fact that financial services organizations rely heavily on the establishment of long-term relationships with their customers in order to achieve profitability. Repeated transactions with customers are believed to generate profitable exchanges and help create contexts for satisfactory service encounters. The generation of satisfying customer interactions is therefore one of the primary pursuits of many financial services organizations. This pursuit is partially motivated by research studies and industry practices that assume a direct relationship between financial performance and customer satisfaction. In addition it...