Clicks vs. bricks: internet-facilitated relationships in financial services Online publication date: Sun, 20-Feb-2005
by Arthur Sweeney, Mark Morrison
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 1, No. 4, 2004
Abstract: A consensus has not yet been developed in the marketing literature about the ability of technology to facilitate relationships between organisations and their customers. One argument suggests that technology may facilitate dialogue between companies and customers, and thus transform their relationships. In contrast, some suggest that only people create relationships. We compare ''clicks'' (internet) banking and ''bricks'' (face-to-face) banking in their potential to facilitate common relationship marketing variables such as commitment, trust, satisfaction, and value. The study was conducted in two stages; in focus groups of customers we explored the issues about bank–customer relationships, followed by a mail survey experiment with 579 randomly selected customers. The data were analysed using structural equation modelling. We conclude that the fear that technology may harm the formation of customer relationships may not be justified, as long as there are compensating social components.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook