Abstract
It has been established that increasing the role of technology in a service organisation can serve to reduce costs and improve service reliability. It is argued however that that there remains an important role for personalised relationships in the delivery of any service proposition. Throughout this paper both of these perspectives will be discussed and an attempt is made to reconcile these apparently opposing views in the emerging age of technology-enabled remote relationships. Findings from a longitudinal research study with a large UK case bank which focused on the area of remote relationships are revisited and reinterpreted with management from the case bank in question. Through this reflective lens the bank’s recent strategic decision to no longer proactively relationship manage its personal customer base is examined. In light of this deliberate relationship disconnection strategy key marketing implications are discussed.
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