This exploratory research, designed with a grounded theory method, was conducted to reveal the current relationship marketing challenges and strategies in retail banking in an emerging economy, namely, Türkiye.
The data were collected through semi-structured interviews with 25 bankers and then analyzed with a qualitative approach.
The research findings highlight four main challenges for relationship marketing in retail banking industry: omnichannel approach powered by digital transformation, artificial intelligence, new customer experience, and the expansion of financial services ecosystem.
Our research identifies new challenges in the field of relationship marketing, especially regarding strategies in the post Covid-19 pandemic era, specifically from the bank employees’ points-of-view.
