Banker-customer interactions in financial services
Howcroft, B. and Hewerb, Paul and Durkin, M. (2003) Banker-customer interactions in financial services. Journal of Marketing Management, 19 (9-10). pp. 1001-1020. ISSN 0267-257X
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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.
| Creators(s): |
Howcroft, B., Hewerb, Paul  ORCID: https://orcid.org/0000-0002-7661-8195 and Durkin, M.;
| Item type: | Article |
|---|---|
| ID code: | 4507 |
| Keywords: | Banker-Customer interactions, banking relationships, loyalty, trust, focus discussion groups, Marketing. Distribution of products, Strategy and Management, Marketing |
| Subjects: | Social Sciences > Commerce > Marketing. Distribution of products |
| Department: | Strathclyde Business School > Marketing |
| Depositing user: | Strathprints Administrator |
| Date deposited: | 27 Jan 2008 |
| Last modified: | 07 Aug 2020 01:39 |
| URI: | https://strathprints.strath.ac.uk/id/eprint/4507 |
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