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Building customer loyalty in digital banking: A study of bank staff’s perspectives on the challenges of digital CRM and loyalty

机译:建立数字银行客户忠诚度:研究银行员工对数字CRM和忠诚度挑战的观点

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Purpose: The purpose of this paper is to investigate the perceptions among representatives from various established major Swedish banks in how they experienced the digitalisation process and its impact on customer relations. Design/methodology/approach: Data were gathered through a series of semi-structured in-depth interviews with managers representing different banks with profound insight in the banks’ digitalisation process and its effects on customer relations/satisfaction and digitalisation. Findings: The results showed that half of the respondents experienced the same area posing the greatest challenge. This was rooted in the perceived insecurity around what the bank assumed to know about its customers’ proficiency and experiences, and what the customers appeared to actually know. Research limitations/implications: This study was conducted as an Interpretative Phenomenological Analysis (IPA) study of various major Swedish banks, which may limit the external validity of its results. Other limitations are also discussed in the paper. Practical implications: By identifying the aspects of a digital banking that bank managers perceive to be more advantageous or challenging towards cultivating the relationship with its customers, bank managers should garner an awareness of being able to more effectively develop appropriate strategies in addressing the bank’s customers. Originality/value: The area is vastly under-researched. The study contributes to the literature of digital channels and its perceived effects on customer loyalty from a managerial perspective. The results show that some of the present customer loyalty theory needs to be revised in order to accommodate for the era of digitalisation.
机译:目的:本文的目的是调查瑞典各大知名银行的代表对他们如何体验数字化过程及其对客户关系的影响的看法。设计/方法/方法:数据是通过与代表不同银行的经理进行的一系列半结构化深度访谈而收集的,这些经理对银行的数字化过程及其对客户关系/满意度和数字化的影响具有深刻的见解。调查结果:结果显示,一半的受访者在同一地区经历了最大的挑战。这是由于人们认为银行不了解客户的熟练程度和经验以及客户似乎真正知道的东西而引起的不安全感。研究的局限性/意义:本研究是对瑞典各主要银行进行的解释性现象学分析(IPA)研究,可能会限制其结果的外部有效性。本文还讨论了其他限制。实际意义:通过确定银行经理认为在培养与客户关系方面更具优势或挑战的数字银行方面,银行经理应获得一种认识,即能够更有效地制定适当的策略来应对银行客户。创意/价值:该领域的研究不足。这项研究有助于从管理的角度研究数字渠道及其对客户忠诚度的感知影响。结果表明,一些当前的客户忠诚度理论需要修改,以适应数字化时代。

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