Banker-Customer Interactions in Financial Services

Barry Howcroft · Paul Hewer · Mark Durkin

55 citations0/0 files storedJournal of Marketing Management

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Service and Product Innovation

Abstract

The paper uses a series of focus discussion groups to examine the circumstances under which consumers of financial services perceive a benefit from having a banking relationship. Specifically, it attempts to understand what motivates consumers to form relationships with banks and to what extent this is determined by the decision making environment. To achieve this objective the paper draws upon the interaction and relationship marketing literature and examines banker-customer interactions when purchasing a range of financial services. The importance of the paper stems from the fact that it sheds light on the interaction mode and increased customer participation and, therefore, examines the opportunities for marketing, enhancing quality and improving customer retention.

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References

1997An Examination of the Nature of Trust in Buyer-Seller Relationships 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1998Relational Benefits in Services Industries: The Customer's Perspective 1977Breaking Free from Product Marketing 1984Strategic Management and Marketing in the Service Sector 1990Service encounters and service relationships: Implications for research 1987Service Positioning through Structural Change 1997Value‐driven relational marketing: From products to resources and competencies

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