Customer information systems and competitive advantage: a case study of a top ten building society

Abstract

The harsh market environment has led to fierce levels of competition within the personal financial services sector, where banks, building societies and other providers of financial services have been criticized for offering sophisticated consumers undifferentiated products. With customer retention becoming increasingly significant for institutions within the sector, strategies which provide them with competitive advantage are becoming of paramount importance. Examines how one large building society is responding to the demands of an oversupply of financial services by developing a customer database in an attempt to improve its competitive position.

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