A qualitative understanding of serv…
A qualitative understanding of service-dominant logic in the banking industry
Conference Publication : E1 - Refereed Conference Paper/Publication
47th Academy of Marketing Conference 2013: Marketing Relevance
8-11 July 2013
Technology has impacted the way businesses operate and has influenced services by altering the way services are delivered (Bitner, Ostrom and Meuter, 2002. Electronic banking, encouraged by banks as a way to reduce service delivery costs and improve service quality for customers, is one technology that has streamlined business transactions (Sathye, 1999). Banking has attempted to move what used to be a physical transaction to one that is virtual and this is having implications for relationships between banks and their customers. Recently the concept of Service-Dominant Logic has become an emerging area of research in the marketing literature (see Bitner, Booms and Mohr, 1994; Vargo and Lusch, 2004; Lusch and Vargo, 2006; Vargo and Lusch, 2008) and is gaining the attention of authors (see for example Brodie, Glynn and Little, 2006b; Gummesson, 2008a; Johns, 2008). This paper reviews the results and implications of an exploratory study conducted by interviews with six Australian financial institutions. Findings suggest that most banks do not have a unique competitive advantage and therefore it is difficult to differentiate from other offerings in the market. Furthermore, bank managers had limited understanding of the message promoted by the bank's materials, including web pages, and this could result in a lack of credibility for the message. Finally, banks are not co-producing with their customers, potentially impacting on relationship building.
service-dominant logic; self-service technologies; technology; relationships; value
Marketing Relevance : 47th Academy of Marketing Conference 2013 : Papers
United Kingdom : University of South Wales
University of Canberra, Faculty of Business, Government & Law
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