E-relationship marketing: a cognitive mapping introspection in the banking sector

Purpose – The aim of this paper is to explore and better understand e-relationship marketing and to identify elements (key concepts) that are predominant to ensure success via the internet. Design/methodology/approach – The exploratory cognitive mapping technique (Cossette, 2004) employs three types of respondents, namely a banking expert, online banking customer and academic expert. Findings – The study points up similarities with traditional relationship marketing (e.g. satisfaction, commitment by bank) and identifies several new concepts spawned by the web-based environment. More precisely, the study highlights the importance of the simplicity and ease of the customer's web experience. Research limitations/implications – The exploratory and qualitative nature of this study opens the door to validation with a broader sample using a self-administered questionnaire developed based on the cognitive mapping technique. Practical implications – In addition to guaranteeing customer satisfaction, it is important: that customers perceive the bank's investment in and commitment to the e-relationship strategy; and, that customers enjoy a highly positive web experience (e.g. perceived quality of site and ease-of-use). Originality/value – Research findings result in an enhanced understanding of e-relationship marketing. Also, given the combination of sparse use of cognitive mapping in marketing and investigation of three different types of subjects (banking expert, online banking customer and academic expert), the findings lend originality while making a substantive theoretical contribution to topical literature.