The effect of increasing competition, globalization and tough economic conditions has led to changes in how banking and life insurance fi rms operate. This has resulted in banking and life insurance fi rms focusing on retaining and building long-term relationships with their existing customer base by implementing a relationship marketing strategy. However, not all customers are willing to invest in building long-term relationships. Therefore, fi rms need to identify and target those customers who intend to support longterm relationships with the fi rm, that is those with a high relationship intention. The objective of this research was to investigate South African banking and life insurance customers ' relationship intention by determining the constructs constituting relationship intention and to determine whether differences exist between high and low-relationship intention customers for the identifi ed relationship intention constructs. A non-probability, convenience sample was used to gather data from 401 respondents, with 202 from banking and 199 from life insurance customers. The results identifi ed fi ve constructs constituting relationship intention for the sample of respondents and indicated that high-and low-relationship intention respondents see four of the fi ve constructs differently.
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