P/EI/59. CRM in E-banking: literature review and case study of UK based e-bank ‘Egg
(2005, 4500 words)
The paper examines the issues of customer relationship in Internet banking conducting a case study of the UK based e-bank ‘Egg. A review of literature on relationship marketing in banks is offered highlighting the reasons behind the preference of consumers for physical banks and arguing if it is possible to establish loyalty over the Internet. Eggs practices are analysed in light of the reported theories; recommendations are made to improve the banks CRM.
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