Transactional versus Relational Customer Orientation: Developing a Segmentation Tool in the French Banking Industry An exploratory study

The authors conduct an exploratory study in order to develop a measurement scale of customers' transactional/ relational orientation. The study is implemented in the context of French industry in both B.-to-C. and B.-to-B. environments. They show that transactional/ relational orientation can be measured following four dimensions: affective, technical, short-term and long-term dimensions. This scale is the first in this field and further research is necessary in order to improve its applications and functions. Moreover, this work remains limited in application to the French banking industry