Impersonalisation of electronic money: implications for bank marketing

Supriya Singh (Faculty of Business, RMIT University, Melbourne, Australia)

International Journal of Bank Marketing

ISSN: 0265-2323

Publication date: 1 December 2004

Abstract

This paper examines the mismatch between the impersonality of electronic money on the one hand and Australian customers’ desire to have a personal banking relationship on the other. This gap is illustrated by a critical appraisal of literature relating to the sociology of money, the adoption of information and communication technologies and self‐service technologies. The paper argues that bank‐marketing professionals adopt an activity‐centred social marketing strategy. This strategy places customers and their activities at the centre to help ensure a fit between payment activities, services, and values relating to money within different cultural contexts. The strategy has managerial implications for, when payments services are tracked according to customers and activities, the data required are different from data generated by following customer segments and products. An activity‐centred social‐marketing strategy has the potential to increase trust in banks and halt the shift of financial relationships to intermediaries such as brokers and financial planners.

Keywords

Citation

Singh, S. (2004), "Impersonalisation of electronic money: implications for bank marketing", International Journal of Bank Marketing, Vol. 22 No. 7, pp. 504-521. https://doi.org/10.1108/02652320410567926

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.