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To have and to hold: managing channels in UK high street financial services

  • Jillian Dawes Farquhar
    ,
  • Tracy Panther
    ,
  • Len Tiu Wright
Research Output: Contribution to journal Article Peer-review

Abstract

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.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 425-438

Journal (Volume, Issue Number)

Qualitative Market Research (Volume 11, Issue 4)

Publication milestones

  • Published - 01/01/2008

Publication status

Published - 01/01/2008

ISSN

1352-2752

External Publication IDs

  • handle.net: 10547/294851
  • Scopus: 52749098085

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