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

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    Authors
    Farquhar, Jillian Dawes
    Panther, Tracy
    Wright, Len Tiu
    Issue Date
    2008
    Subjects
    customer loyalty
    customer relations
    customer retention
    financial services
    qualitative research
    United Kingdom
    
    Metadata
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    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.
    Citation
    Farquhar, J., Panther, T. & Wright, L-T. (2008)'To have and to hold: managing channels in UK high street financial services', Qualitative Market Research: An International Journal, 11(4), pp.425-438.
    Publisher
    Emerald
    Journal
    Qualitative Market Research: An International Journal
    URI
    http://hdl.handle.net/10547/294851
    DOI
    10.1108/13522750810901529
    Additional Links
    http://www.emeraldinsight.com/10.1108/13522750810901529
    Type
    Article
    Language
    en
    ISSN
    1352-2752
    ae974a485f413a2113503eed53cd6c53
    10.1108/13522750810901529
    Scopus Count
    Collections
    Centre for Advances in Marketing (CAM)

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