Relationship Marketing Strategies In Algerian Banks

Abstract

This article explores the implementation of relationship marketing within the Algerian banking sector, with a particular emphasis on customer retention strategies. It scrutinizes the methodologies employed by both public and foreign private banks in a competitive and evolving landscape. A qualitative survey was executed across five branches in Tizi-Ouzou, utilizing semistructured interviews with branch managers to gather insights. The findings reveal that relationship marketing is less systematically integrated in public banks as opposed to foreign private banks, where it plays a pivotal role. This study further underscores the supremacy of human interactions over the digitalization of banking services and advocates for a balanced approach between centralization and decentralization of marketing strategies to aptly cater to regional nuances.