Larger Danish banks score lower on customer satisfaction than minor Danish banks. The purpose of this empirical qualitative study is to enlighten this satisfaction paradox. The findings revealed that different satisfactions models are in play. More specifically, the larger banks in Denmark have undergone a transformation from a physical realm to a virtual realm. Hence, the personal relationship between the customer and bank employee has also changed. The customer perception of this is rather problematic. More specifically, the changes have diminished customers possibilities to form satisfaction judgments. Moreover, the larger banks also loose valuable insights in what the customers value. Without this knowledge a string of strategic business decisions will not be made based on ideal information. The originality of this study is examining and emphasizing coherence in satisfaction models in a buyer-seller perspective.
- B2C satisfaction, Satisfaction models, Banking Inudstry, Customer retention, Loyalty, Profitability