AI and intelligent machines are fast substituting the human element in production and delivery of goods and services in all sectors of the economy. In banking, the human factor played by relationship officers is challenged as most relationship management functions are being migrated to alternative channels and platforms. Is this the end of relationship officers in the delivery platform mix? This research asked customers in a Nigerian bank, their perceptions concerning the extent of satisfaction they received from the bank’s engrained service culture relative to the satisfaction they derived from the individual style and quality of the relationship officers that work for the bank. Using averages and structural equation modelling, this research provided, with reliability and validity, evidence that the customers placed more premium on the relationship officers than the entire bank’s platform of systems and processes. The significance of this result is that banks must evaluate critically the pace, mix and timing, of their migration strategy of relationship management roles from relationship officers to alternative channels and platforms.
| Published in | International Journal of Finance and Banking Research (Volume 4, Issue 1) |
| DOI | 10.11648/j.ijfbr.20180401.11 |
| Page(s) | 1-12 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2024. Published by Science Publishing Group |
Relationship Officers, Relationship Quality, Culture, Alternative Channels and Platforms, Customer Satisfaction
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APA Style
Henry Ajagbawa. (2018). The Importance of Relationship Officers in Banks’ Service Marketing. International Journal of Finance and Banking Research, 4(1), 1-12. https://doi.org/10.11648/j.ijfbr.20180401.11
ACS Style
Henry Ajagbawa. The Importance of Relationship Officers in Banks’ Service Marketing. Int. J. Finance Bank. Res. 2018, 4(1), 1-12. doi: 10.11648/j.ijfbr.20180401.11
AMA Style
Henry Ajagbawa. The Importance of Relationship Officers in Banks’ Service Marketing. Int J Finance Bank Res. 2018;4(1):1-12. doi: 10.11648/j.ijfbr.20180401.11
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Download@article{10.11648/j.ijfbr.20180401.11,
author = {Henry Ajagbawa},
title = {The Importance of Relationship Officers in Banks’ Service Marketing},
journal = {International Journal of Finance and Banking Research},
volume = {4},
number = {1},
pages = {1-12},
doi = {10.11648/j.ijfbr.20180401.11},
url = {https://doi.org/10.11648/j.ijfbr.20180401.11},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijfbr.20180401.11},
abstract = {AI and intelligent machines are fast substituting the human element in production and delivery of goods and services in all sectors of the economy. In banking, the human factor played by relationship officers is challenged as most relationship management functions are being migrated to alternative channels and platforms. Is this the end of relationship officers in the delivery platform mix? This research asked customers in a Nigerian bank, their perceptions concerning the extent of satisfaction they received from the bank’s engrained service culture relative to the satisfaction they derived from the individual style and quality of the relationship officers that work for the bank. Using averages and structural equation modelling, this research provided, with reliability and validity, evidence that the customers placed more premium on the relationship officers than the entire bank’s platform of systems and processes. The significance of this result is that banks must evaluate critically the pace, mix and timing, of their migration strategy of relationship management roles from relationship officers to alternative channels and platforms.},
year = {2018}
}
TY - JOUR T1 - The Importance of Relationship Officers in Banks’ Service Marketing AU - Henry Ajagbawa Y1 - 2018/03/02 PY - 2018 N1 - https://doi.org/10.11648/j.ijfbr.20180401.11 DO - 10.11648/j.ijfbr.20180401.11 T2 - International Journal of Finance and Banking Research JF - International Journal of Finance and Banking Research JO - International Journal of Finance and Banking Research SP - 1 EP - 12 PB - Science Publishing Group SN - 2472-2278 UR - https://doi.org/10.11648/j.ijfbr.20180401.11 AB - AI and intelligent machines are fast substituting the human element in production and delivery of goods and services in all sectors of the economy. In banking, the human factor played by relationship officers is challenged as most relationship management functions are being migrated to alternative channels and platforms. Is this the end of relationship officers in the delivery platform mix? This research asked customers in a Nigerian bank, their perceptions concerning the extent of satisfaction they received from the bank’s engrained service culture relative to the satisfaction they derived from the individual style and quality of the relationship officers that work for the bank. Using averages and structural equation modelling, this research provided, with reliability and validity, evidence that the customers placed more premium on the relationship officers than the entire bank’s platform of systems and processes. The significance of this result is that banks must evaluate critically the pace, mix and timing, of their migration strategy of relationship management roles from relationship officers to alternative channels and platforms. VL - 4 IS - 1 ER -
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