Editorial

Article Type: Editorial From: International Journal of Bank Marketing, Volume 31, Issue 5.

In this issue of the International Journal of Bank Marketing there are four papers that further our insights into customer loyalty, value creation, and resistance to new technologies. Both banks and customers typically benefit from long-lasting relationships and mutual loyalty between the bank and the customer. Since customers increasingly take part in the value creation process, the bank can organize its operations so that customers can take part in the creation of their own service experiences. The customer then co-produces value. For banks, facilitating customer co-production could...