The regulatory challenge to relationship marketing in UK banking

John K. Ashton; Andrew Pressey

doi:10.1108/02652320410559358

The regulatory challenge to relationship marketing in UK banking

John K. Ashton, Andrew Pressey

Management

Research output: Contribution to journal › Review article › peer-review

Abstract

Within the academic marketing literature the importance of government policy and regulatory judgement receives far less scrutiny than is justified. To illustrate the importance of government regulation broadly and the new UK competition law framework specifically, a single regulatory case is examined: the Competition Commission assessment of the provision of banking services to small and medium-sized firms. The report aims to promote more “arm's length” or transactional approaches to managing SME bank customers, effectively reducing banks' abilities to build relationships with its SME customers. It is proposed that relationship marketing for banking services to SMEs, a subject of considerable academic attention in recent years, has been severely curtailed in its present form by this recent regulatory judgement. The discussion also provides broader implications for policy analysis and marketing.

Original language	English
Pages (from-to)	453-464
Number of pages	12
Journal	International Journal of Bank Marketing
Volume	22
Issue number	6
DOIs	https://doi.org/10.1108/02652320410559358
Publication status	Published - 1 Oct 2004

Keywords

Banking
Regulation
Relationship marketing
United Kingdom

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10.1108/02652320410559358

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AB - Within the academic marketing literature the importance of government policy and regulatory judgement receives far less scrutiny than is justified. To illustrate the importance of government regulation broadly and the new UK competition law framework specifically, a single regulatory case is examined: the Competition Commission assessment of the provision of banking services to small and medium-sized firms. The report aims to promote more “arm's length” or transactional approaches to managing SME bank customers, effectively reducing banks' abilities to build relationships with its SME customers. It is proposed that relationship marketing for banking services to SMEs, a subject of considerable academic attention in recent years, has been severely curtailed in its present form by this recent regulatory judgement. The discussion also provides broader implications for policy analysis and marketing.

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The regulatory challenge to relationship marketing in UK banking

Abstract

Keywords

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