Relationship Marketing
Relationship marketing is a particular form of marketing that enables both customers and sellers to focus on value enhancement and also, so the provider can ensure the long term values of keeping customers and providing them with the best services without having to be direct. Providers can aim to develop strong relationships with stakeholders such as suppliers, public organisations and the media, as well as customers. Developing strong relationships with customers ensures that the customer will not feel the need to change their bank to another one because they have developed a long term relationship with the provider, and are satisfied with what is being provided to them.
First Direct carries out relationship marketing through good customer service and they also try to ensure that each customer is satisfied.
First Direct also aim to build a relationship with it's customers in order to retain them in the long term. First Direct know how people tend to change their banks quite often due to being unsatisfied or feeling as though it's not personal enough, therefore building a relationship is essential.

Comments

[ebitnow.com]

May need to think about why FD wants to build a long standing realtionship with it's customers? Think about how many times people tend to change their bank?