Purpose: Consumers are increasingly connected to, and make use of, a multitude of technologies in their daily lives. The exponential growth in the use of Internet of Things (IoT)-based services is ushering in a new era of e-services, in which the service experience is becoming autonomous...

Competitive pressures as well as the search for fee‐based incomes, mainly derived from cross‐selling, have forced commercial financial institutions to redefine their marketing strategies and to focus on “relationship marketing”. Identifies the major problems raised by the implementation...

This study was designed to assess the theoretical and managerial implications of relational norms in two distinct business contexts within the same service industry. The relationship between commercial banks and client‐companies was studied using matched pairs of account managers and company...

The bank commercial market is less homogeneous than the retail market which justifies the development of differentiated marketing activities to meet the distinct needs of subgroups of commercial clients. A two‐stage segmentation approach to the bank commercial market is presented. The...