Journal of Financial Services Marketing

, Volume 12, Issue 4, pp 260–271

Relationship disconnect in retail banking

Analysis Paper

DOI: 10.1057/palgrave.fsm.4760080

Cite this article as:
Durkin, M., O'Donnell, A. & Crowe, J. J Financ Serv Mark (2008) 12: 260. doi:10.1057/palgrave.fsm.4760080
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Abstract

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 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 that 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.

Keywords

relationships disconnection remote SST banking marketing 

Copyright information

© Palgrave Macmillan Ltd 2008

Authors and Affiliations

  1. 1.School of Marketing, University of UlsterNorthern IrelandUK

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