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    Acquiring and retaining customers in UK banks: an exploratory study

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    Authors
    Farquhar, Jillian Dawes
    Panther, Tracy
    Issue Date
    2008
    Subjects
    customer acquisition
    retention
    qualitative study
    services
    UK banks
    banking
    
    Metadata
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    Abstract
    This paper explores how traditional banks1 in the UK are managing customer acquisition (CA) at the same time as the retention of profitable customers. In spite of the interest of UK banks in retention, new customers often receive more favourable prices and conditions than existing customers, suggesting that acquisition may dominate. To explore the balance between acquisition and retention and to discover marketing activities that might support both, semi-structured interviews were conducted with a small sample of senior bank staff in the UK. Analysis of the interviews, using computer-aided software indicated that banks are indeed trying to manage acquisition with retention but encountering a range of difficulties as they revisit long-held strategies. The study also suggests seven activities that might contribute to a better balancing of CA with retention. By seeking expert management opinion through a qualitatively based study, this research proposes a preliminary framework of marketing activities that support both acquisition and retention.
    Citation
    Farquhar, J. & Panther, T. (2008), 'Acquiring and retaining customers in UK banks: An exploratory study 2008', Journal of Retailing and Consumer Services, 15(1), pp. 9-21.
    Publisher
    Elsevier
    Journal
    Journal of Retailing and Consumer Services
    URI
    http://hdl.handle.net/10547/294882
    DOI
    10.1016/j.jretconser.2007.02.001
    Additional Links
    http://linkinghub.elsevier.com/retrieve/pii/S0969698907000112
    Type
    Article
    Language
    en
    ISSN
    0969-6989
    ae974a485f413a2113503eed53cd6c53
    10.1016/j.jretconser.2007.02.001
    Scopus Count
    Collections
    Centre for Advances in Marketing (CAM)

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