A Qualitative Understanding of the Impact of Internet Banking in Relationships Between Banks and Commercial Customers
- Publication Type:
- Conference Proceeding
- Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 7
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The importance of developing and fostering relationships with customers has long been regarded as important within services marketing (Berry, 1983) and also within B2B relationships (Ford, 1990). In the 1980s and 90s, a shift in marketing focus has seen an increased emphasis on Relationship Marketing (Morgan and Hunt, 1994). This paper reviews the results and implications of recent exploratory research conducted with a small sample of Australian business bank customers. Despite it being expected that the perception of technology would impact on the relationship, it was actually clear through the interviews that it was the perception of the relationship, which led respondents to develop a perception of the technology. An exploratory study, further research ideas are provided at the conclusion of this paper.
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