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The relative importance of technology in enhancing customer relationships in banking – a Scottish perspective

Adrienne Curry (Department of Management and Organisation, University of Stirling, Scotland, UK)
Susan Penman (Department of Management and Organisation, University of Stirling, Scotland, UK)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 1 August 2004

4874

Abstract

This paper sheds some light on the debate about the extent of use of IT in services, in this case in banking. In such a competitive sector where quality of service can be a differentiator in the marketplace, the balance between personal interaction and technologically delivered services must be right if customers are to be retained over time. Research was carried out in Scotland to elicit the views of personal bank customers, business customers and bank staff with respect to the use of different banking technologies. Findings point towards the need for a balanced approach that avoids over use of technology at the expense of the personal approach to service delivery and towards the need to provide customers with some technological training rather than assuming they will automatically accept technology and make use of it.

Keywords

Citation

Curry, A. and Penman, S. (2004), "The relative importance of technology in enhancing customer relationships in banking – a Scottish perspective", Managing Service Quality: An International Journal, Vol. 14 No. 4, pp. 331-341. https://doi.org/10.1108/09604520410546860

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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