The impact of internet banking on business‐customer relationships (are you being self‐served?)

Abstract

PurposeThe purpose of this paper is to show how technology has dramatically altered the way businesses operate in a business‐to‐business (B2B) context and has had profound influences on services, altering the way services are delivered. It is believed that the increased use of self‐service technologies (SSTs) impacts on B2B relationships. The paper seeks to explore the impact of the use of internet banking on business relationships.Design/methodology/approachThe paper reviews the results and implications of recent exploratory research conducted with a small sample of Australian business bank customers.FindingsIt was expected that perceptions of technology would impact on the relationship. However, it was the perception of the relationship which led respondents to develop a perception of the technology. Further research is recommended.Practical implicationsBanks are encouraging internet banking to reduce service delivery costs and improve service quality for customers. However, a greater understanding of the impact of this on relationships is essential.Originality/valueThe importance of developing and fostering relationships with customers has long been regarded as important within services marketing and also within B2B relationships. However, there is little discussion of the impact of self‐service technologies on business relationships.