The role of relationship marketing in the financial service industry : case study of a financial consultancy firm.

The current study is based on our understanding of the evolving needs of the financial community and how it can be met by using a blend of public relations and marketing. Singapore’s business community is getting more involved with the financial industry. This is a good move as the interaction will and can only lead to the better development of both sectors. One of the methods facilitating this exchange of ideas is that of relationship marketing. The increasing emphasis on the role of financial public relations has come about as both large and small companies realize the gravity of losing shareholders’ support, investors’ confidence and analysts’ endorsement. Therefore, we embark on an in-depth analysis of how relationship marketing has developed in relation to the demands of the sector it caters to. The research done on the case-study company, COMPANY A, was conducted during the months we were working there for our professional internship and afterwards, through constant contact with the owner. As relationship marketing is still a relatively new field, most of our references were taken from journals which acknowledge the dearth of research done on it. Presentation of data with regards to COMPANY A is not very detailed due to confidentiality reasons.Bachelor of Communication Studie