Relationship Marketing im Schweizer Private Banking: Beziehungsmanagement zur Stärkung der Kundenbindung und Steigerung des ökonomischen Kundenwerts – eine induktiv-abduktive Untersuchung auf Basis der Gioia-Methodologie
The Swiss private banking sector is facing intensifying competition, evolving client expecta-tions and increasing regulatory pressure. Personalised and trusted relationship management has become a critical differentiator, particularly in the high-net-worth (HNWI) and ultra-high-net-worth (UHNWI) segments. This dissertation addresses the need for a deeper understand-ing of how Relationship Managers (RMs) build and maintain lasting client relationships that go beyond pure product sales and focus on holistic, lifecycle-based services. The study adopts an inductive-abductive research design, applying the Gioia methodology within a grounded the-ory framework. Narrative interviews were conducted with RMs active in Swiss private banking to capture their first-hand experiences, strategies and perspectives on trust building and client engagement. Data were analysed iteratively, allowing themes and dimensions to emerge di-rectly from participants' accounts rather than relying on pre-defined constructs. The findings highlight four main areas. First, smooth operational processes ('operational excellence') serve as a foundation for building deeper, empathetic relationships ('people to people'). Second, RMs act as lifecycle managers, proactively guiding clients through critical transitions such as inheritance, business succession or major asset allocation decisions. Third, many RMs are tak-ing on the role of "family banker", involving all relevant family members, thereby building trust and opening up additional business opportunities. Finally, empathy and teamwork are emerg-ing as key drivers in securing long-term client loyalty, with specialised expertise (e.g. tax, real estate) enhancing the RM's credibility. These findings demonstrate that trust and loyalty in private banking can be actively managed rather than left to chance. The study provides a new theoretical perspective by detailing how professional relationship management influences trust and commitment. From a practical perspective, the emerging grounded theory model informs targeted interventions - such as enhanced empathy training, collaborative frame-works with in-house specialists, and life-cycle focused advisory processes - that strengthen competitive advantage. Future research could validate and extend this model across different cultural and regulatory contexts, further clarifying the role of empathy, digital innovation and holistic client engagement in private banking.
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