As banks utilise internet banking as a main transaction tool, commercial banking customer needs must be considered. Research suggests that although problems in service delivery do occur, it is how businesses recover from service problems that is important to customers. This paper reviews the results of qualitative research looking at problems with internet banking. Commercial bank customers discussed the problems they faced with the technology and their relationship with the bank. Customers tended to fall into two categories- relationship-oriented and transaction-oriented customers. Findings suggested that transaction-oriented customers were more likely to have problems than the relationship-oriented customer group. A series of implications from this research are provided, particularly focused on way in which banks build relationships with their business customers.
|Title of host publication||Marketing Relevance : 47th Academy of Marketing Conference 2013 : Papers|
|Editors||Anne Marie Doherty|
|Place of Publication||Cardiff, Wales|
|Publisher||Unversity of South Wales|
|Number of pages||6|
|Publication status||Published - 2013|
|Event||Academy of Marketing: Marketing Relevance - Cardiff, Cardiff, United Kingdom|
Duration: 8 Jul 2013 → 11 Jul 2013
|Conference||Academy of Marketing|
|Period||8/07/13 → 11/07/13|
|Other||In 2013, the University of South Wales hosted the Academy of Marketing Conference in Cardiff. The theme of the conference was Marketing Relevance which explored the relevance of marketing within the broader disciplinary agenda, as well as academic marketing’s relevance to practice. As marketing academics strive to publish in the higher ranked journals, increasingly they are returning to mother disciplines in Management, History, Geography, Psychology, Sociology and other areas. At the same time, the impact agenda with its focus on practice is an increasingly important challenge. How is Marketing as an academic subject area rising to these challenges and making itself relevant in an ever changing dynamic environment?Cardiff provided the exciting location where we explored these themes and challenges. Hosted by the University of South Wales, the conference took place in one of our constituent colleges, the prestigious Royal Welsh College of Music and Drama, situated in the heart of the city, close to Cardiff Castle, the National Museum, City Hall and overlooking Bute Park|
JOHNS, R. (2013). Recovery from service problems : commercial use of internet banking. In A. M. Doherty (Ed.), Marketing Relevance : 47th Academy of Marketing Conference 2013 : Papers (Vol. 1, pp. 1-6). Cardiff, Wales: Unversity of South Wales.