E-relationship marketing: a cognitive mapping introspection in the banking sector
Abstract
Purpose
The aim of this paper is to explore and better understand e-relationship marketing and to identify elements (key concepts) that are predominant to ensure success via the internet.
Design/methodology/approach
The exploratory cognitive mapping technique (Cossette, 2004) employs three types of respondents, namely a banking expert, online banking customer and academic expert.
Findings
The study points up similarities with traditional relationship marketing (e.g. satisfaction, commitment by bank) and identifies several new concepts spawned by the web-based environment. More precisely, the study highlights the importance of the simplicity and ease of the customer's web experience.
Research limitations/implications
The exploratory and qualitative nature of this study opens the door to validation with a broader sample using a self-administered questionnaire developed based on the cognitive mapping technique.
Practical implications
In addition to guaranteeing customer satisfaction, it is important: that customers perceive the bank's investment in and commitment to the e-relationship strategy; and, that customers enjoy a highly positive web experience (e.g. perceived quality of site and ease-of-use).
Originality/value
Research findings result in an enhanced understanding of e-relationship marketing. Also, given the combination of sparse use of cognitive mapping in marketing and investigation of three different types of subjects (banking expert, online banking customer and academic expert), the findings lend originality while making a substantive theoretical contribution to topical literature.
Keywords
Acknowledgements
The authors wish to acknowledge the contributions of the editor and anonymous reviewers whose comments and suggestions have significantly enhanced this paper. The authors also wish to thank the Social Sciences and Humanities Research Council of Canada and the Financial Services Management Chair of the University of Quebec in Montreal for making this research possible.Adapted and translated from a preliminary version presented during a symposium: Brun, Isabelle and Durif, Fabien (2009), Les facteurs clés de succès d'une approche relationnelle bancaire en ligne: une introspection à l'aide de la cartographie cognitive, ACFAS Congress (Congrès de l'Association francophone pour le savoir), Ottawa, Canada.
Citation
Brun, I., Durif, F. and Ricard, L. (2014), "E-relationship marketing: a cognitive mapping introspection in the banking sector", European Journal of Marketing, Vol. 48 No. 3/4, pp. 572-594. https://doi.org/10.1108/EJM-04-2012-0207
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited