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

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.

ORCID iDs

Hewerb, Paul ORCID: https://orcid.org/0000-0002-7661-8195

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• Item metadata

  Item type:	Article
  ID code:	4507
  Dates:	Date Event 1 November 2003 Published
  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:	02 Sep 2021 01:18
  URI:	https://strathprints.strath.ac.uk/id/eprint/4507