Relationship marketing challenges in the Turkish banking industry: an exploratory study

Abstract

Purpose

This exploratory research, designed with a grounded theory method, was conducted to reveal the current relationship marketing challenges and strategies in retail banking in an emerging economy, namely, Türkiye.

Design/methodology/approach

The data were collected through semi-structured interviews with 25 bankers and then analyzed with a qualitative approach.

Findings

The research findings highlight four main challenges for relationship marketing in retail banking industry: omnichannel approach powered by digital transformation, artificial intelligence, new customer experience, and the expansion of financial services ecosystem.

Originality/value

Our research identifies new challenges in the field of relationship marketing, especially regarding strategies in the post Covid-19 pandemic era, specifically from the bank employees’ points-of-view.

Citation

Karageyim, M.A. and Durmusoglu, S.S. (2025), "Relationship marketing challenges in the Turkish banking industry: an exploratory study", International Journal of Bank Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJBM-04-2024-0214