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This book critically examines the relationship between consumers and banks in Egypt. It provides a dyadic point of view exploring what constitutes a relationship for the consumer and the bank. The book addresses new forms of interactions: utilitarian (fragile, functional and imposed interactions) and communal (interpersonal relationships and friendships, and institutional relationships). Three key influences on consumer trust in Egyptian banking are highlighted: the online banking environment, trustworthiness of banking personnel and bank´s flexibility and responsiveness. The existence of bank´s opportunism in consumer relationships is evident with different forms and effects. Relationships and friendships with consumers were talked about and responded to by banks in different ways influencing their structures and practices. The book highlights the relevance and significance of friendship in consumer-bank interactions in Egypt. It illuminates the richness and complexity of the relationship concept in consumer markets, and underscores the importance of an in-depth understanding of the cultural context in which relationships are formed and nurtured.

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Tamer Elsharnouby is an assistant professor of marketing and director of DBA program at Cairo University, Egypt. He received his doctorate from Keele University, UK. His work appeared in Journal of Marketing Management and other outlets including proceedings of the Academy of Marketing and European Institute for Advanced Studies in Management.

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