Title: Proximity marketing in banking: lessons from retail and entertainment industries

Authors: Anna Margulis; Nataly Levesque; Harold Boeck

Addresses: Department of Administrative Sciences, Université du Québec en Outaouais (UQO), 283 Alexandre-Taché Blvd, Gatineau, QC J8X 3X7, Canada ' Department of Marketing, Faculty of Business Administration, Laval University, Pavillon Palasis-Prince, 2325 Rue de la Terrasse, Québec, QC G1V 0A6, Canada ' UQAM's School of Management (ESG UQAM), C.P. 8888 Succursale Centre-Ville, Montréal, Québec, H3C 3P8, Canada

Abstract: Ubiquitous technologies such as radio frequency identification (RFID) are increasingly being used by organisations to enhance customer experience. This study aims to discover new opportunities to improve customer experience in banking with ubiquitous technologies. The following steps were taken. We determined if and how RFID is being used in the banking industry to enhance customer experience by analysing case studies based on secondary data. We then compared these findings with cases from the entertainment and retail industries as these industries are leading the way in improving customer experience with proximity marketing strategies. The study found only three banking cases where RFID is used to improve customer experience. Our analysis indicates that banks mainly use RFID technology to increase service efficiency and customer convenience and that the potential offered by this innovation is clearly underutilised.

Keywords: proximity marketing; radio frequency identification; RFID; customer experience; banking; retail; entertainment.

DOI: 10.1504/IJTMKT.2019.104584

International Journal of Technology Marketing, 2019 Vol.13 No.3/4, pp.401 - 427

Received: 26 Nov 2017
Accepted: 06 Sep 2018

Published online: 20 Jan 2020 *

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