EconPapers    
Economics at your fingertips  
 

Exploring the myth of customer relationship management: Evidence from UK retail banking

Malcolm Smith and Sangeeta Lakhani

Journal of Applied Accounting Research, 2008, vol. 9, issue 2, 97-111

Abstract: Purpose - The paper aims to explore the relationship between customer satisfaction and branch profitability within the UK retail-banking sector. Design/methodology/approach - A survey is conducted within one UK bank, providing access to national customer survey data, and access to branch managers and branch performance data. Findings - The findings provide further evidence to debunk the myth perpetuated in the literature of the 1990s, that customer satisfaction has a positive impact on corporate profitability. The findings, though remarkably consistent, are based on a relatively small sample of bank branches over a relatively narrow time frame, and consequently may not necessarily be applicable to other banking groups, or other countries. Practical implications - The findings have important practical implications for bank expenditures on customer satisfaction and loyalty programmes, since they suggest that current levels of investment may not be justified by the benefits accruing. Originality/value - The paper provides further evidence of the absence of an important supposed relationship, in an area of the literature subject to contentious and conflicting research findings.

Keywords: Customer relations; Customer satisfaction; Customer loyalty; Banking (search for similar items in EconPapers)
Date: 2008
References: Add references at CitEc
Citations Track citations by RSS feed

Downloads: (external link)
http://www.emeraldinsight.com/10.1108/096754208109 ... RePEc&WT.mc_id=RePEc (text/html)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:jaarpp:v:9:y:2008:i:2:p:97-111

Ordering information: This journal article can be ordered from
Emerald Group Publishing, Howard House, Wagon Lane, Bingley, BD16 1WA, UK
http://emeraldgroupp ... journals.htm?id=jaar

Access Statistics for this article

Journal of Applied Accounting Research is currently edited by Julia Mundy

More articles in Journal of Applied Accounting Research from Emerald Group Publishing
Series data maintained by Virginia Chapman ().

 
Page updated 2018-02-10
Handle: RePEc:eme:jaarpp:v:9:y:2008:i:2:p:97-111