Mark Durkin

In search of the Internet‐banking customer

The focus on new technologies in service situations is growing and is of particular importance in financial‐services contexts. It is argued that there is mutuality of benefit for both bank and customer through the adoption of self‐service technologies (SSTs), of which e‐banking is but one example. Having established problems in the use of conventional segmentation methods, this paper reports on a study into Internet banking that focuses on the extent to which 480 retail‐bank customers can be clustered according to an adapted decision‐making framework. How such clusters can help influence the adoption of the Internet‐banking interface is explored. Findings show an encouraging match between the four sample clusters identified from the case bank and the a priori classification of decision styles. This raises opportunities for the case banks marketing strategy in terms of offering greater insight into the motivations for the adoption of e‐banking solutions within the customer base. High levels of Internet use at work are seen to positively influence e‐banking registration.

Relationship marketing in the banking sector: the impact of new technologies

Having finally embraced the concept of marketing, banks enter the new millennium in a increasingly competitive and fragmented marketplace, consisting of financially literate consumers and direct low cost competition from recognised high street brand names. As customers increasingly interact with banks through remote technological channels (e.g. phone, Internet, etc.) the implications for bank‐customer relationships are important. This paper, accordingly, reports on an international research study which explored the perceptions of senior bankers in the UK, Sweden and the USA with regard to the use of the Internet as a relationship marketing tool. There was unanimous agreement that the Internet had a key role to play in relationship management but there was far less agreement about the rates of customer adoption and the extent to which this could or should be influenced by bank strategies.

The effects of organisational change on employee psychological attachment An exploratory study

Employee commitment is a concept which has attracted much attention in recent years. Research has focused on relationships between commitment and various facets of individual performance and on the psychological basis of the commitment itself. Profiles the pattern of employee commitment found in an exploratory study of employees of a large retail bank which is undergoing a process of both structural and cultural change. Three bases of employee commitment – internalised commitment, identification commitment and compliance commitment – are profiled against the pattern of commitment which the literature suggests will be found across various employee grades. Evidence from the exploratory research is presented which suggests that major change may result in the (at least partial) dissolution of internalised commitment on the part of employees, coupled with a corresponding increase in compliance commitment. Implications for the organisation and the future success of the change process are examined, together with recommendations for further research.

Developing competencies in the entrepreneurial small firm for use of the Internet in the management of customer relationships

This article explores the competencies needed by the entrepreneurial small firm (ESF) owner/manager for the effective use of the Internet in managing customer relationships. The research reviews a theoretical model of appropriate competencies and presents the findings of an empirical research programme designed to establish the value of this model. The article goes on to propose a strategy for developing competencies in the use of the Internet.

Exploring social media adoption in small to medium-sized enterprises in Ireland

Purpose – The purpose of this paper is to address the current deficit in the literature on social media adoption within a small to medium-sized enterprise (SME) context. The authors adopt an action research methodology and through in-depth case analysis of eight SME cases aim to develop a theoretical model through which more effective social media adoption by SMEs can be better understood. Design/methodology/approach – In this study a deep and enduring engagement between the research team and eight small to medium-sized firms over a period of two years, from 2009-2011, informed the emergence and development of a theoretical model. In this research, using an action research methodology, the authors examine the nature and character of the challenges being faced by SME owner/managers as they consider adopting and utilising social media for commercial advantage and the evolution of the model through this engagement. Findings – The insights gained from the case companies indicated a variety of different approa...

Banker-Customer Interactions in Financial Services

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.

Employee commitment in retail banking: identifying and exploring hidden dangers

Through literature review and empirical research conducted with employees of a large retail bank, three different types of employee commitment (internalised commitment, identification commitment and compliance commitment) are defined and explored. It is argued that high levels of internalised commitment are essential for the successful implementation of the emerging relationship banking strategy. The research reveals the worrying finding that employees show unexpectedly low levels of internalised commitment, coupled with higher than expected levels of compliance commitment. Combined with respondents low intention to leave, the case bank seems to have many employees who, while reluctant to leave, seem at best unable, and at worst unwilling to embrace new change initiatives and who consequently show low levels of identification with the values of the organisation. Implications for internal marketing and relationship banking are discussed.

Exploring efforts to engender on‐line trust

The Internet presents many possibilities by which small firms can better identify and exploit marketing opportunities. A prerequisite to successful on‐line firm‐customer interactions is the existence of a trusting bond between the network players. This research study examines the extent to which key informants perceive on‐line trust‐mark branding as important in this trust generation process. Results from in‐depth interviews with government support agency staff and other key informants are reported. Findings indicate a general perception among respondents that the generation of on‐line trust is not an area of great importance and the use of trust‐mark brands is a longer‐term consideration.

Toward an Understanding of Internet Adoption at the Marketing/Entrepreneurship Interface

The aim of this research is to explore those competencies within the entrepreneurial small firm, (ESF), which will determine if it is to adopt and fully exploit the potential of the Internet in developing and maintaining relationships with its customers. A key relationship, and one that is a major focus of much of the relationship marketing literature, is that between the supplier, in this case the ESF, and the customer or buyer. In this research, using a qualitative methodology, the authors examine the nature and character of the challenges faced by 30 entrepreneurial individuals in their relationship-oriented utilisation of the Internet. As a first stage of a larger research programme it explores the competencies likely to determine the extent of Internet adoption. The paper offers insights to a more complete competency spectrum for Internet marketing in the ESF.

Retail bank customer preferences: personal and remote interactions

The paper uses a questionnaire and a theoretical model of bank‐customer interaction preferences as the basis for examining the perceptions of retail bank customers regarding the use of remote delivery channels and the extent to which they still value traditional branch‐based face‐to‐face interactions. The empirical evidence suggests that despite the increase in remote banking, retail bank customers still place significantly greater emphasis on face‐to‐face contact. The implications of this finding are that if banks want to encourage widespread customer adoption of remote banking they must better understand customer attitudes towards alternative delivery channels and use this information to educate their customers on the tangible service benefits which emanate from remote delivery.