Suggests that the competitive threat faced by banks and building societies from direct banking and other technology‐driven distribution channels has serious implications for the future viability of their comprehensive branch networks. Costs associated with any significant reduction in branch...

Purpose – The purpose of the paper is to examine bank customer involvement and the importance of risk when contemplating the purchase of financial products. Design/methodology/approach – The paper is a discussion of the literature on customer involvement, risk and interaction forms the basis...