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

To have and to hold: managing channels in UK high street financial services 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

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

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750810901529
Publisher site
See Article on Publisher Site

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.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Sep 5, 2008

Keywords: Qualitative research; Financial services; Customer relations; Customer retention; Customer loyalty; United Kingdom

References