To have and to hold: managing channels in UK high street financial services
Abstract
Purpose
The purpose of this paper is to examine multiple channels in retail banking and demonstrate how qualitative market research investigations can inform strategic decision making. Research into customer acquisition and retention has only recently begun to consider them as part of a single marketing process Inviting exploratory qualitative expert investigation.
Design/methodology/approach
A review of the literature suggested an outline guide for interviewing a selection of expert informants, from a variety of high‐street banks and building societies. The interview data were analysed using both computer‐aided and manual techniques in parallel as part of strengthening the findings.
Findings
The analysis of the interview data suggest five themes of that make up the management of channels in UK high‐street banks that have an impact on customer acquisition and retention and which are as follows: customer groups, interaction style, relationship and loyalty, networks and service and satisfaction.
Originality/value
The themes identified in this preliminary investigation provide a model that maps five aspects that underpin customer acquisition and retention in traditional high‐street banks including for the purposes of this research, building societies in the UK.
Keywords
Citation
Dawes Farquhar, J., Panther, T. and Tiu Wright, L. (2008), "To have and to hold: managing channels in UK high street financial services", Qualitative Market Research, Vol. 11 No. 4, pp. 425-438. https://doi.org/10.1108/13522750810901529
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited