Taking direct banking a step further

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This case study focuses on the recent process of change in the banking industry. Ten years ago, nearly all personal banking operations were carried out in High Street branches. If customers wanted to talk to a bank official about their financial arrangements, they had to queue or make an appointment. In terms of the customer/seller relationship, the power was very much in the hands of the ‘big banks’. During the 1980s, ‘marketing’ became a major driving force for change in the way organisations operated. The…

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