Co-destruction of value in context: Cases from retail banking

Given recent changes to financial services market structures and behaviour in the developed economies of Western Europe and North America, there has been a significant change of focus away from the needs of the bank customer to the needs of banking providers themselves. This shift in focus has been largely driven by the financial crisis and resulting market consolidation. Compounding this lack of a customer focus is the increasing emphasis within retail banks towards service automation and the ongoing de-personalisation of the bank-customer encounter.However, the specific examination of the roles to be played by staff and customers in an increasingly remote and technology-enabled environment is important, as are the issues of what represents the appropriate delivery balance between face to face and remote interaction platforms and how might this vary by customer and level of product complexity (Durkin, 2004, 2007). Implicit in understanding such issues is an appreciation of where staff

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