Purpose – The purpose of this study is to develop a model that investigates the antecedents and the consequences of buyer‐seller relationship quality in the financial services. Design/methodology/approach – Data were collected from a survey of more than 400 dyads (414 financial advisors...

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...