Towards a Model of Adoption in Internet Banking: Strategic Communication Challenges

Mark Durkin, Aodheen O'Donnell

Research output: Contribution to journalArticle

17 Citations (Scopus)

Abstract

It has been established that increasing the role of technology in a service organisation can serve to reduce costs and often improve service reliability. It remains the case however that there is an important role for personalised relationships in the delivery of any service proposition. Throughout this paper both of these perspectives will be discussed and an attempt will be made to reconcile these apparently opposing views. The key managerial challenge exists in establishing an appropriate balance between remote and personal interactions where both customer and provider needs are met. Quantitative findings derived from over 2,000 retail bank customers categorised as high net worth and low net worth indicates that while all see Internet banking as important irrespective of their relationship status, neither group surveyed shows a desire to replace face-to-face interaction with e-banking solutions. The strategic and communications challenges in managing this paradox are discussed.
LanguageEnglish
Pages862-878
JournalServices Industries Journal
Volume25
Issue number7
DOIs
Publication statusPublished - 2005

Fingerprint

Strategic communication
Net worth
Internet banking
Interaction
Electronic banking
Costs
Paradox
Communication
Service organization
Retail

Keywords

  • Internet banking
  • communications
  • migration
  • remote interactions
  • strategy

Cite this

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title = "Towards a Model of Adoption in Internet Banking: Strategic Communication Challenges",
abstract = "It has been established that increasing the role of technology in a service organisation can serve to reduce costs and often improve service reliability. It remains the case however that there is an important role for personalised relationships in the delivery of any service proposition. Throughout this paper both of these perspectives will be discussed and an attempt will be made to reconcile these apparently opposing views. The key managerial challenge exists in establishing an appropriate balance between remote and personal interactions where both customer and provider needs are met. Quantitative findings derived from over 2,000 retail bank customers categorised as high net worth and low net worth indicates that while all see Internet banking as important irrespective of their relationship status, neither group surveyed shows a desire to replace face-to-face interaction with e-banking solutions. The strategic and communications challenges in managing this paradox are discussed.",
keywords = "Internet banking, communications, migration, remote interactions, strategy",
author = "Mark Durkin and Aodheen O'Donnell",
note = "Reference text: Abram, H. (1995), Relationship Marketing in the Financial Services Industry. London, Abram, Hawkes. Bank Marketing (1998) “Alternative delivery = less need for front-line competence”, Bank Marketing, June 1998, 30(6):42-43 Barczak, G.; Ellen, P.S. and Pilling, B.K (1997) “Developing typologies of consumer motives for use of technologically based banking services”, Journal of Business Research, v38, 4, pp131-139 Barnes, J. (1994), “Close to the Customer: But is it Really a Relationship?,” Journal of Marketing Management 10(561-570). Barnes, J. and Howlett, D. (1998), “Predictors of Equity in Relationships between Financial Services Providers and Retail Customers,” International Journal of Bank Marketing 16(1): 15-23. Bennett, H. and Durkin, M. (2000), “The Effects of Organisational Change om Employee Psychological Attachment: An Exploratory Study,” Journal of Managerial Psychology 15(2): 126-147. Bennett, H. and Durkin, M.G. (2002) “Developing Relationship-Led Cultures – A Case Study In Retail Banking”, International Journal of Bank Marketing, 20(5), pp200-211 Bitner, M.J., Brown, S.W. and Meuter, M.L. (2000), {"}Technology Infusion in Service Encounters{"}, Journal of the Academy of Marketing Science, 28(1): 138-149 Butler, P. and Durkin, M. (1995), “Managing Expectations in the Small Firm-Bank Relationship,” Irish Marketing Review 8: 53-60. Caruana, A. and Calleya, P. (1998), “The Effect of Internal Marketing on Organisational Commitment among Retail Bank Managers,” International Journal of Bank Marketing 16(3). Chase, R.B. (1978), “Where does the Customer Fit in a Service Operation,” Harvard Business Review Nov/Dec: 137-142. Czepiel, J.A. (1990), “Service Encounters and Service Relationships: Implications for Research,” Journal of Business Research 20: 13-21. Dibb, S. and Meadows, M. (2001), ‘The application of a relationship marketing perspective in retail banking'’ The Service Industries Journal, January 2001, pp169-194 Duck, S. (1991), Understanding Human Relationships. New York, Guilford Press. Duck, S. (1992), Human Relationships. London, Guilford Press. Durkin, M.G. and Howcroft, J.B. (2003), “Relationship Marketing in the banking sector: the impact of new technologies”, Marketing Intelligence and Planning, 21(1), pp 61-71 Dwyer, F., Schurr, P. and Oh, S. (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing 51(April): 11-27. Fournier, S., Dobscha, S. and Glen Mick, D. (1998), “Preventing the Premature Death of Relationship Marketing,” Harvard Business Review Jan-Feb: 42-97. Gronroos (1994), ‘From marketing mix to relationship marketing: towards a paradigm shift in marketing’, Management Decision, V32, 2, pp4-20 Gronroos, C. (1997), “Value-Driven Relational Marketing: From Products to Resources and Competencies,” Journal of Marketing Management 13: 407-419. Gummesson, E. (1999), Total Relationship Marketing, Rethinking Marketing Management: From 4Ps to 30Rs, Oxford, Butterworth Heinemann Gwinner, K.P, Grender, D.D. and Bitner, M.J. (1998), {"}Relational Benefits in Service Industries: The Customer's Perspective{"}, Journal of the Academy of Marketing Science, 26(2), pp101-114 Hewer, P. and Howcroft, J.B. (1999), {"}Consumers' Channel Adoption and Usage in the Financial Services Industry{"}, Journal of Financial Services Marketing, Vol.3, (4), pp.344-358. Hollander, S. (1985), A Historical Perspective on the Service Encounter. The Service Encounter: Managing Employee/Customer Interaction in Service Businesses. J. A. Czepiel, M. R. Solomon and C. F. Suprenant. MA, Lexington Books. Howcroft, J. B and Durkin, M (2000) ‘Reflections on bank-customer interactions in the new millennium’, Journal of Financial Services Marketing, v5, 1, pp9-20 Howcroft, J.B.; Hewer, P. and Durkin, M. (2003), “Banker-Customer Interactions in Financial Services”, Journal of Marketing Management, v19, pp1001-1020 Howcroft, J.B., Hamilton, R. and Hewer, P. (2002), ‘Consumer attitude and the usage and adoption of home-based banking in the UK’, International Journal of Bank Marketing, V20, 3, pp111-121 Ibbotson, P. and Moran, L. (2003), {"}E-banking and the SME/bank relationship in Northern Ireland{"}, International Journal of Bank Marketing, 21(2): 91-103 Kelly, S.W. (1989), {"}Efficiency in service delivery: technological or humanistic approaches{"}, Journal of Services Marketing, 3(3): 43-50 Kotler, P. (1994), Marketing Management: Analysis, Planning, Implementation and Control, 8th edition, NJ, Prentice Hall Lang, B. and Colgate, M. (2003), {"}Relationship Quality, on-line banking and the information technology gap{"}, International Journal of Bank Marketing, 21(1):29-37 Leblanc, G. (1990), “Customer motivations: use and non-use of automated banking”, International Journal of Bank Marketing, V18 (4), pp36-40 Lee, J. (2002), {"}A key to marketing financial services: the right mix of products, services, channels and customers{"}, Journal of Services Marketing, 16(3): 238-258 Lee, J. and Allaway, A. (2002), {"}Effects of personal control on adoption of self-service technology innovations{"}, Journal of Services Marketing, 16(6):553-572 Levitt, T. (1986), The Marketing Imagination. New York, Free Press. Lewis, B. and Speyrakopoulos, S. (2001), {"}Service Failures and Recovery in Retail Banking: The Customers' Perspective,{"} International Journal of Bank Marketing, 19(1), pp. 37-48. Marr, N.E. and Prendergast, G.P. (1991), “Strategies for Retailing Technologies at Maturity: A Retail Banking Case Study,” Journal of International Consumer Marketing 3(3): 99-125. Marr, N.E. and Prendergast, G.P. (1993), “Consumer Adoption of Self-Service Technologies in Retail Banking,” International Journal of Bank Marketing 11(1): 3-10. Meuter, M.L., Ostrom, A.L., Roundtree, R.I. and Bitner, M.J. (2000), {"}Self-service technologies: understanding customer satisfaction with technology based encounters{"}, Journal of Marketing, 64(3): 50-64 Moller, K. (1992) ‘Research traditions in Marketing: Theoretical Notes’ In Economics and Marketing in Essays: Honour of Goesta Mickwitz, Nr. 48, Multiprint, Helsinki, pp 197 - 218 Morgan, R.M. and Hunt, S.D. (1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing 58(3): 20-38. Moriarty, R.T., Kimball, R.C. and Gay, J.H. (1983), “The Management of Corporate Banking Relationships,” Sloan Management Review Spring: 3-15. Moutinho, L. and Meidan, A. (1989), “Bank Customers' Perceptions, Innovations and New Technology,” International Journal of Bank Marketing 7(2). Murphy, J.A. (1996), Retail Banking. Relationship Marketing: Theory and Practice. F. Buttle. London, Paul Chapman Publishing Ltd: 74-90. Nelson, M.R. (1999), ‘Bank marketing and information technology: a historical analysis of the post 1970 period’, International Journal of Bank Marketing, v17, 6, pp265-273 Nielsen, J.F. (2002), {"}Internet technology and customer linking in Nordic banking{"}, International Journal of Service Industry Management, 13(5): 475-495 O'Donnell, A.; Durkin, M.G. and McCartan-Quinn, D. (2002) “Corporate Banking In the UK : Personal Vs Remote Interaction”, International Journal of Bank Marketing, 20(6):273-285 Pastore, M. (2003), 'Online banking stuck in neutral', Cyberatlas Markets Finance, available at http://cyberatlas.Internet.com/markets/finance Piercy, N.F. (1998), “Barriers to Implementing Relationship Marketing: Analysing the Internal Marketplace,” Journal of Strategic Marketing 6: 209-222. Pine, B.J. II, Peppers, D. and Rogers, M. (1995), {"}Do you want to keep your customers forever?{"}, Harvard Business Review, 73(2): 103-114 Rexha, N., Kingshott, R.P.J. and Aw, A.S.S. (2003), {"}The impact of the relationsl plan on the adoption of electronic banking{"}, Journal of Services Marketing, 17(1):53-67 Ricard, L., Prefontaine, L. and Sioufi, M. (2001), {"}New technologies and their impact on French consumer behaviour: an investigation in the banking sector{"}, International Journal of Bank Marketing, 19(7):299-311 Roman, S. (2003), {"}The impact of ethical sales behaviour on customer satisfaction, trust and loyalty to the company: An empirical study in the financial services industry', Journal of Marketing Management, 19(9-10): 915-940 Rusbult, C. and Buunk, B. (1993), “Commitment Processes in Close Relationships: An Interdependence Analysis,” Journal of Social and Personal Relationships 10: 175-204. Saren, M. and Tzokas, N.X. (1998), “Some Dangerous Axioms of Relationship Marketing,” Journal of Strategic Marketing 6(187-196). Selnes, F. and Hansen, H. (2001), {"}The potential hazard of self-service in developing customer loyalty{"}, Journal of Service Research, 4(2):79-90 Shemwell, D., Cronin, J. and Bullard, W. (1994), “Relational Exchanges in Services: An Empirical Investigation of On-going Customer Service-Provider Relationship,” International Journal of Service Industry Management 5(3): 57-68. Solomon, M.R., Surprenant, C., Czepiel, J.A. and Gutman, E.G. (1985), “A Role Theory Perspective on Dyadic Interactions: The Service Encounter,” Journal of Marketing 49: 99-111. Stewart, K. (1995), An Exploration of Customer Exit with Empirical Findings from the Retail Banking Sector in Northern Ireland, National University of Ireland. Storbacka, K., Strandvik, T. and Gronroos, C. (1994), “Managing Customer Relationships for Profit: The Dynamics of Relationship Quality,” International Journal of Service Industry Management 5(5): 21-38. Thornton, J. and White, L. (2001), {"}Customer Orientation and Usage of Financial Distribution Channels,{"} Journal of Services Marketing, 15(3), pp. 168-185. Webster, J., F.E. (1992), “The Changing Role Of Marketing In The Corporation,” Journal Of Marketing 56(4): 1-17. Yaklef, A. (2001), “Does the Internet Compete with or Complement Bricks-and-Mortar Branches?,” International Journal of Retail and Distribution Management, Vol. 29, No. 6, 272-281. Zeithaml, V.A. and Gilly, M.C. (1987), “Characteristics Affecting the Acceptance of Retailing Technologies: A Comparison of Elderly and Non-Elderly Consumers,” Journal of Retail Banking 63(1): 49-68.",
year = "2005",
doi = "10.1080/13629390500134134",
language = "English",
volume = "25",
pages = "862--878",
journal = "Service Industries Journal",
issn = "0264-2069",
number = "7",

}

Towards a Model of Adoption in Internet Banking: Strategic Communication Challenges. / Durkin, Mark; O'Donnell, Aodheen.

In: Services Industries Journal, Vol. 25, No. 7, 2005, p. 862-878.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Towards a Model of Adoption in Internet Banking: Strategic Communication Challenges

AU - Durkin, Mark

AU - O'Donnell, Aodheen

N1 - Reference text: Abram, H. (1995), Relationship Marketing in the Financial Services Industry. London, Abram, Hawkes. Bank Marketing (1998) “Alternative delivery = less need for front-line competence”, Bank Marketing, June 1998, 30(6):42-43 Barczak, G.; Ellen, P.S. and Pilling, B.K (1997) “Developing typologies of consumer motives for use of technologically based banking services”, Journal of Business Research, v38, 4, pp131-139 Barnes, J. (1994), “Close to the Customer: But is it Really a Relationship?,” Journal of Marketing Management 10(561-570). Barnes, J. and Howlett, D. (1998), “Predictors of Equity in Relationships between Financial Services Providers and Retail Customers,” International Journal of Bank Marketing 16(1): 15-23. Bennett, H. and Durkin, M. (2000), “The Effects of Organisational Change om Employee Psychological Attachment: An Exploratory Study,” Journal of Managerial Psychology 15(2): 126-147. Bennett, H. and Durkin, M.G. (2002) “Developing Relationship-Led Cultures – A Case Study In Retail Banking”, International Journal of Bank Marketing, 20(5), pp200-211 Bitner, M.J., Brown, S.W. and Meuter, M.L. (2000), "Technology Infusion in Service Encounters", Journal of the Academy of Marketing Science, 28(1): 138-149 Butler, P. and Durkin, M. (1995), “Managing Expectations in the Small Firm-Bank Relationship,” Irish Marketing Review 8: 53-60. Caruana, A. and Calleya, P. (1998), “The Effect of Internal Marketing on Organisational Commitment among Retail Bank Managers,” International Journal of Bank Marketing 16(3). Chase, R.B. (1978), “Where does the Customer Fit in a Service Operation,” Harvard Business Review Nov/Dec: 137-142. Czepiel, J.A. (1990), “Service Encounters and Service Relationships: Implications for Research,” Journal of Business Research 20: 13-21. Dibb, S. and Meadows, M. (2001), ‘The application of a relationship marketing perspective in retail banking'’ The Service Industries Journal, January 2001, pp169-194 Duck, S. (1991), Understanding Human Relationships. New York, Guilford Press. Duck, S. (1992), Human Relationships. London, Guilford Press. Durkin, M.G. and Howcroft, J.B. (2003), “Relationship Marketing in the banking sector: the impact of new technologies”, Marketing Intelligence and Planning, 21(1), pp 61-71 Dwyer, F., Schurr, P. and Oh, S. (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing 51(April): 11-27. Fournier, S., Dobscha, S. and Glen Mick, D. (1998), “Preventing the Premature Death of Relationship Marketing,” Harvard Business Review Jan-Feb: 42-97. Gronroos (1994), ‘From marketing mix to relationship marketing: towards a paradigm shift in marketing’, Management Decision, V32, 2, pp4-20 Gronroos, C. (1997), “Value-Driven Relational Marketing: From Products to Resources and Competencies,” Journal of Marketing Management 13: 407-419. Gummesson, E. (1999), Total Relationship Marketing, Rethinking Marketing Management: From 4Ps to 30Rs, Oxford, Butterworth Heinemann Gwinner, K.P, Grender, D.D. and Bitner, M.J. (1998), "Relational Benefits in Service Industries: The Customer's Perspective", Journal of the Academy of Marketing Science, 26(2), pp101-114 Hewer, P. and Howcroft, J.B. (1999), "Consumers' Channel Adoption and Usage in the Financial Services Industry", Journal of Financial Services Marketing, Vol.3, (4), pp.344-358. Hollander, S. (1985), A Historical Perspective on the Service Encounter. The Service Encounter: Managing Employee/Customer Interaction in Service Businesses. J. A. Czepiel, M. R. Solomon and C. F. Suprenant. MA, Lexington Books. Howcroft, J. B and Durkin, M (2000) ‘Reflections on bank-customer interactions in the new millennium’, Journal of Financial Services Marketing, v5, 1, pp9-20 Howcroft, J.B.; Hewer, P. and Durkin, M. (2003), “Banker-Customer Interactions in Financial Services”, Journal of Marketing Management, v19, pp1001-1020 Howcroft, J.B., Hamilton, R. and Hewer, P. (2002), ‘Consumer attitude and the usage and adoption of home-based banking in the UK’, International Journal of Bank Marketing, V20, 3, pp111-121 Ibbotson, P. and Moran, L. (2003), "E-banking and the SME/bank relationship in Northern Ireland", International Journal of Bank Marketing, 21(2): 91-103 Kelly, S.W. (1989), "Efficiency in service delivery: technological or humanistic approaches", Journal of Services Marketing, 3(3): 43-50 Kotler, P. (1994), Marketing Management: Analysis, Planning, Implementation and Control, 8th edition, NJ, Prentice Hall Lang, B. and Colgate, M. (2003), "Relationship Quality, on-line banking and the information technology gap", International Journal of Bank Marketing, 21(1):29-37 Leblanc, G. (1990), “Customer motivations: use and non-use of automated banking”, International Journal of Bank Marketing, V18 (4), pp36-40 Lee, J. (2002), "A key to marketing financial services: the right mix of products, services, channels and customers", Journal of Services Marketing, 16(3): 238-258 Lee, J. and Allaway, A. (2002), "Effects of personal control on adoption of self-service technology innovations", Journal of Services Marketing, 16(6):553-572 Levitt, T. (1986), The Marketing Imagination. New York, Free Press. Lewis, B. and Speyrakopoulos, S. (2001), "Service Failures and Recovery in Retail Banking: The Customers' Perspective," International Journal of Bank Marketing, 19(1), pp. 37-48. Marr, N.E. and Prendergast, G.P. (1991), “Strategies for Retailing Technologies at Maturity: A Retail Banking Case Study,” Journal of International Consumer Marketing 3(3): 99-125. Marr, N.E. and Prendergast, G.P. (1993), “Consumer Adoption of Self-Service Technologies in Retail Banking,” International Journal of Bank Marketing 11(1): 3-10. Meuter, M.L., Ostrom, A.L., Roundtree, R.I. and Bitner, M.J. (2000), "Self-service technologies: understanding customer satisfaction with technology based encounters", Journal of Marketing, 64(3): 50-64 Moller, K. (1992) ‘Research traditions in Marketing: Theoretical Notes’ In Economics and Marketing in Essays: Honour of Goesta Mickwitz, Nr. 48, Multiprint, Helsinki, pp 197 - 218 Morgan, R.M. and Hunt, S.D. (1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing 58(3): 20-38. Moriarty, R.T., Kimball, R.C. and Gay, J.H. (1983), “The Management of Corporate Banking Relationships,” Sloan Management Review Spring: 3-15. Moutinho, L. and Meidan, A. (1989), “Bank Customers' Perceptions, Innovations and New Technology,” International Journal of Bank Marketing 7(2). Murphy, J.A. (1996), Retail Banking. Relationship Marketing: Theory and Practice. F. Buttle. London, Paul Chapman Publishing Ltd: 74-90. Nelson, M.R. (1999), ‘Bank marketing and information technology: a historical analysis of the post 1970 period’, International Journal of Bank Marketing, v17, 6, pp265-273 Nielsen, J.F. (2002), "Internet technology and customer linking in Nordic banking", International Journal of Service Industry Management, 13(5): 475-495 O'Donnell, A.; Durkin, M.G. and McCartan-Quinn, D. (2002) “Corporate Banking In the UK : Personal Vs Remote Interaction”, International Journal of Bank Marketing, 20(6):273-285 Pastore, M. (2003), 'Online banking stuck in neutral', Cyberatlas Markets Finance, available at http://cyberatlas.Internet.com/markets/finance Piercy, N.F. (1998), “Barriers to Implementing Relationship Marketing: Analysing the Internal Marketplace,” Journal of Strategic Marketing 6: 209-222. Pine, B.J. II, Peppers, D. and Rogers, M. (1995), "Do you want to keep your customers forever?", Harvard Business Review, 73(2): 103-114 Rexha, N., Kingshott, R.P.J. and Aw, A.S.S. (2003), "The impact of the relationsl plan on the adoption of electronic banking", Journal of Services Marketing, 17(1):53-67 Ricard, L., Prefontaine, L. and Sioufi, M. (2001), "New technologies and their impact on French consumer behaviour: an investigation in the banking sector", International Journal of Bank Marketing, 19(7):299-311 Roman, S. (2003), "The impact of ethical sales behaviour on customer satisfaction, trust and loyalty to the company: An empirical study in the financial services industry', Journal of Marketing Management, 19(9-10): 915-940 Rusbult, C. and Buunk, B. (1993), “Commitment Processes in Close Relationships: An Interdependence Analysis,” Journal of Social and Personal Relationships 10: 175-204. Saren, M. and Tzokas, N.X. (1998), “Some Dangerous Axioms of Relationship Marketing,” Journal of Strategic Marketing 6(187-196). Selnes, F. and Hansen, H. (2001), "The potential hazard of self-service in developing customer loyalty", Journal of Service Research, 4(2):79-90 Shemwell, D., Cronin, J. and Bullard, W. (1994), “Relational Exchanges in Services: An Empirical Investigation of On-going Customer Service-Provider Relationship,” International Journal of Service Industry Management 5(3): 57-68. Solomon, M.R., Surprenant, C., Czepiel, J.A. and Gutman, E.G. (1985), “A Role Theory Perspective on Dyadic Interactions: The Service Encounter,” Journal of Marketing 49: 99-111. Stewart, K. (1995), An Exploration of Customer Exit with Empirical Findings from the Retail Banking Sector in Northern Ireland, National University of Ireland. Storbacka, K., Strandvik, T. and Gronroos, C. (1994), “Managing Customer Relationships for Profit: The Dynamics of Relationship Quality,” International Journal of Service Industry Management 5(5): 21-38. Thornton, J. and White, L. (2001), "Customer Orientation and Usage of Financial Distribution Channels," Journal of Services Marketing, 15(3), pp. 168-185. Webster, J., F.E. (1992), “The Changing Role Of Marketing In The Corporation,” Journal Of Marketing 56(4): 1-17. Yaklef, A. (2001), “Does the Internet Compete with or Complement Bricks-and-Mortar Branches?,” International Journal of Retail and Distribution Management, Vol. 29, No. 6, 272-281. Zeithaml, V.A. and Gilly, M.C. (1987), “Characteristics Affecting the Acceptance of Retailing Technologies: A Comparison of Elderly and Non-Elderly Consumers,” Journal of Retail Banking 63(1): 49-68.

PY - 2005

Y1 - 2005

N2 - It has been established that increasing the role of technology in a service organisation can serve to reduce costs and often improve service reliability. It remains the case however that there is an important role for personalised relationships in the delivery of any service proposition. Throughout this paper both of these perspectives will be discussed and an attempt will be made to reconcile these apparently opposing views. The key managerial challenge exists in establishing an appropriate balance between remote and personal interactions where both customer and provider needs are met. Quantitative findings derived from over 2,000 retail bank customers categorised as high net worth and low net worth indicates that while all see Internet banking as important irrespective of their relationship status, neither group surveyed shows a desire to replace face-to-face interaction with e-banking solutions. The strategic and communications challenges in managing this paradox are discussed.

AB - It has been established that increasing the role of technology in a service organisation can serve to reduce costs and often improve service reliability. It remains the case however that there is an important role for personalised relationships in the delivery of any service proposition. Throughout this paper both of these perspectives will be discussed and an attempt will be made to reconcile these apparently opposing views. The key managerial challenge exists in establishing an appropriate balance between remote and personal interactions where both customer and provider needs are met. Quantitative findings derived from over 2,000 retail bank customers categorised as high net worth and low net worth indicates that while all see Internet banking as important irrespective of their relationship status, neither group surveyed shows a desire to replace face-to-face interaction with e-banking solutions. The strategic and communications challenges in managing this paradox are discussed.

KW - Internet banking

KW - communications

KW - migration

KW - remote interactions

KW - strategy

U2 - 10.1080/13629390500134134

DO - 10.1080/13629390500134134

M3 - Article

VL - 25

SP - 862

EP - 878

JO - Service Industries Journal

T2 - Service Industries Journal

JF - Service Industries Journal

SN - 0264-2069

IS - 7

ER -