摘要：The environment within which organisations function continues to change with respect to customer expectations and customer service. In the case of retail financial services, changes brought about by new entrants, technology and customer sophistication have required that organisations build relationships with their customers. Relationship building requires extensive inputs on the part of the organisation. The organisation is required to interact proactively with the customer, provide customised service and differentiate the services for their various customers as part of this relationship-building process. This process can result in long-term benefits, both for the organisation (by improving marketing productivity) and for the customer (by delivering better quality products). The purpose of this study was to investigate the ways in which the four steps in implementing a one-to-one relationship marketing programme are perceived by customers of a specific retail financial services company. The study found that customer relationship management and marketing productivity are important to organisations, and that improving customer services is an integral part of this relationship-building activity.
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