The fi nancial services industry has been recognized as a suitable context for relationship
marketing. Financial services can be complex, customized and delivered over a continuous
series of transactions (Ennew and Waite 2013, O'Loughlin and Szmigin 2006). Buyers are
relatively unsophisticated; information asymmetries exist and buyers face uncertainty
regarding technical outcomes due to credence qualities (Farquhar and Meidan 2010). There
are alternative suppliers in the marketplace, in most cases the buyer controls selection of the …