Banker-customer interactions in financial services

B. Howcroft, Paul Hewerb, M. Durkin

Research output: Contribution to journalArticlepeer-review


The paper uses a series of focus discussion groups to examine the circumstances under which consumers of financial services perceive a benefit from having a banking relationship. Specifically, it attempts to understand what motivates consumers to form relationships with banks and to what extent this is determined by the decision making environment. To achieve this objective the paper draws upon the interaction and relationship marketing literature and examines banker-customer interactions when purchasing a range of financial services. The importance of the paper stems from the fact that it sheds light on the interaction mode and increased customer participation and, therefore, examines the opportunities for marketing, enhancing quality and improving customer retention.
Original languageEnglish
Pages (from-to)1001-1020
Number of pages19
JournalJournal of Marketing Management
Issue number9-10
Publication statusPublished - 1 Nov 2003


  • Banker-Customer interactions
  • banking relationships
  • loyalty
  • trust
  • focus discussion groups


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