Relationship marketing and its application to retail banking has become a common theme in managerial and academic literature. This article argues that the rhetoric of relationship marketing has been used to obscure banks' real strategic objective, cost reduction. Those cost reductions have been...

As competitive liberalisation and the application of technology in the creation and distribution of financial services have increased consumer choice in the UK personal financial service industry, so consumer choice in the UK personal financial services industry, so consumer behaviour has...