Redefining Banking Service Delivery: Information Technology Adoption by UK Banks Amid the COVID-19 Pandemic

On the one hand, there are traditional banks with high street branches; on the other hand, there are neobanks that do not operate physical branches. The ongoing lockdown has placed restrictions on the movement of people. This study aims to extend knowledge on new trends to provide financial services amid the COVID-19 global pandemic. The study also explores social media's impact on banking in the United Kingdom from the total relationship marketing (TRM) theory (Gummesson, 2017). Tweets from 12 banks in the United Kingdom were thematically analysed to understand the challenges and issues banks face due to the pandemic and how they use Twitter to communicate and engage customers since they provide financial services through mobile applications. The location, which influences service delivery, is crucial for delivering financial services to their customers. The analysis presents three key themes: service update, preparation and delivery. Banks use Twitter to highlight updates about their services, provide information on measures to support the ongoing transition to online banking and communicate changes implemented to improve service delivery. This study provides theoretical and managerial implications for stakeholders interested in financial services management, information technology management and customer behaviour.