The Role of Relationship Marketing in Achieving a Competitive Edge in the UK Banking Industry: A Case from Barclays Bank Plc (2013)

This research dissertation investigates the role of relationship marketing in generating a competitive advantage and promoting customer loyalty in the United Kingdom. The research specifically looks at the strategies and approaches taken by Barclays bank to enhance good relationships with the customers in order to remain competitive and successful. In addition, the research explored the dimensions of relationship marketing in Barclays Bank Plc.

A high street Barclays bank in a major city was chosen for the study and interviewees selected randomly to participate in a qualitative study. The research concentrated on content analysis technique in order to identify the strategies used by Barclays to increase relationship with customers. From the research, it was found that maintaining good relationships with the customers is based upon trust and commitment from the bank. Customer loyalty is influenced by the commitment from the bank to satisfy customer needs and to build trust with all the stakeholders.

Barclays bank was found to have effective strategies that improve good relationship, leading to expansion in its market share. From the research, it’s evident that when the bank establish good relationships with the customers, there is mutual benefit that leaves both parties satisfied and with none feeling that the other party is exploiting their resources. Barclays has been in a position of subjecting all its resources towards improving communication, integration, dialogue and collecting customers’ needs. Dissertation objectives;

• To explore the dimensions of relationship marketing in Barclays Bank Plc
• To analyze the impact of relationship marketing programs on competitive edge of Barclays Bank Plc
• To identify the relationship marketing strategies for achieving brand loyalty and competitive edge of Barclays Bank Plc

• 16,000 words – 54 pages in length
• Good use of literature
• Good analysis of subject area
• Includes questionnaire
• Well written throughout
• Ideal for marketing students

1 – Introduction
Background
Rationale
Research Objectives
Research question
Structure of research

2 – Literature Review
Relationship Marketing
Definitions and Dimensions of Relationship Marketing
Relationship Marketing Programs
Relationship Marketing Strategies
Competitive Edge
Brand Reputation and Loyalty
Competitive Advantage
The Role of Relationship Marketing In Competitive Edge
Creating Value for the organization
The six markets model: Building marketing relationships
Gaining a competitive advantage through relationship marketing
Relationship marketing in the Banking industry
How to improve relations with the customers in banking industry

3 – Methodology
Research Philosophy
Research Approach
Research Strategy
In-depth Interview
Limitations of in-depth Interviews
Sampling
Interview Protocol
Data collection process
Data analysis methods
Research Ethic
Summary

4 – Findings and Analysis
Strategies for Attracting and Maintaining Customers
Analysis of Current Marketing Strategies In Relation To Relationship Marketing
Impact of Relationship Marketing On Attaining a Competitive Edge

5 – Conclusion and Recommendations
Barclays bank’s Approach towards maintaining customer loyalty: Its Relation to Relationship Marketing
Communication Level and Its Impact on Barclays Bank
Barclays Bank Application of Relationship Marketing To Attracting, Maintaining and Building Customer Loyalty
Gaining Competitive Advantage through Relationship Marketing
Recommendations
Research Limitations
Suggestions for Further Researches

References

Appendix Section
Questionnaire