The impact of new technologies on relationship marketing

Abstract

New information and communication technologies (NICT) are constantly emerging, and establishing customer loyalty is a growing concern. Therefore, it is essential to analyze the impact of these technologies on customer behaviour. The purpose of this study is to explore, in the banking sector, the impact of customers’ use of self-service technologies on their interest in a relationship approach, and consequently in a long-term personalized relationship. A survey of 242 adult students reveals that there is no real impact of the use of self-service technologies on interest in a relationship approach. Respondents who use these technologies considerably do not place more or less importance on their relationship with a given bank.