A study of SST's in Australian banking from a business perspective - Streams for further research

Publisher:
ANZAM
Publication Type:
Conference Proceeding
Citation:
Proceedings of the 21st ANZAM 2007 Conference: Managing Our Intellectual and Social Capital, 2007, pp. 1 - 19
Issue Date:
2007-01
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Technology has dramatically altered the way businesses operate in a Business-to-Business (B2B) context and has had profound influences on services, altering the way services are delivered (Bitner, Ostrom & Meuter, 2002). The increased use of self-service technologies (SSTs) could have a great impact on B2B relationships, yet there is little understanding of this in the literature. Electronic banking is one technology that has streamlined business transactions, encouraged by banks as a way to reduce service delivery costs and improve service quality for customers (Australian Bankers Association, 2000). 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). Recently, marketing theory has emerged with a focus on a service dominant logic (Vargo and Lusch, 2004). Therefore it is important to consider both Relationship Marketing and Service Dominant Logic in order to have an increased understanding of the impact of SSTs on business relationships. This is the beginning of a research project aimed at answering the research question What impact does the use of SSTs have on relationships within a B2B context ? This will be examined in the context of electronic banking, however it is anticipated that this will be applicable in other contexts where SSTs are used by businesses.
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