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New information and communication technologies are constantly emerging, altering business methods, and particularly, the relationship an organization establishes with its customers. Therefore, it is essential to analyse the impact of these technologies on customer behaviour. The purpose of this study is to explore, in the banking sector, the impact of customers’ use of self‐service technologies on their interest in a relationship approach, and consequently in a long‐term personalized relationship. A survey of 242 adult students reveals that there is no real impact of the use of self‐service technologies on interest in a relationship approach. Respondents who use these technologies extensively do not place more or less importance on their relationship with a given bank.