Durkin, Mark, O'Donnell, Aodheen and Crowe, Joe (2008) Relationship disconnect in retail banking. Journal of Financial Services Marketing, 12 (4). pp. 260-261. [Journal article]
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It has been established that increasing the role of technology in a service organisation can serve to reduce costs and improve service reliability. It is argued however that that there remains an important role for personalised relationships in the delivery of any service proposition. Throughout this paper both of these perspectives will be discussed and an attempt is made to reconcile these apparently opposing views in the emerging age of technology-enabled remote relationships. Findings from a longitudinal research study with a large UK case bank which focused on the area of remote relationships are revisited and reinterpreted with management from the case bank in question. Through this reflective lens the bank’s recent strategic decision to no longer proactively relationship manage its personal customer base is examined. In light of this deliberate relationship disconnection strategy key marketing implications are discussed.
|Item Type:||Journal article|
|Keywords:||relationships, disconnection, remote, SST, banking, marketing|
|Faculties and Schools:||Faculty of Social Sciences > School of Communication|
Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
Ulster Business School
Faculty of Social Sciences
|Research Institutes and Groups:||Institute for Research in Social Sciences > Communication|
Business and Management Research Institute
Institute for Research in Social Sciences
|Deposited By:||Dr Aodheen McCartan|
|Deposited On:||04 Jan 2010 13:10|
|Last Modified:||16 Feb 2011 14:36|
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