Citation

Ho, Jessica Sze Yin (2016) Antecedents And Consequences Of Relationship Marketing For Internet Banking: A Malaysian Gen-Y Perspective. PhD thesis, Multimedia University.

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Abstract

Banks are competing to grow their Gen Y market share. While internet banking is still the primary banking channel for Gen Y, Internet banking lacks physical interaction with banking employees, thus limiting any relationship-building effort with their customers. Therefore, bank needs a different sets of Relationship Marketing (RM) efforts to address Gen Y. This research focuses on nurturing online relationship marketing with Gen Y in the Internet banking sector. In specific, this study aims to examine the factors (antecedents) that build relationship marketing (relationship quality) and the outcomes (consequences) of nurturing relationship marketing for the Internet banking especially among Gen Y.

Item Type:	Thesis (PhD)
Additional Information:	Call No.: HF5415.55 .H67 2016
Uncontrolled Keywords:	Relationship marketing
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	30 Oct 2017 11:37
Last Modified:	30 Oct 2017 11:37
URII:	http://shdl.mmu.edu.my/id/eprint/6931

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