Business Commons^™

A Narrative Investigation Of Consumer Non-Exit In Problematic Irish Retail Financial Service Relationships, Tara Rooney

Doctoral

This study aims to provide understanding as to how customers remain in Irish banking relationships which they acknowledge to be problematic. While the banking industry asserts that inertia is the reason underpinning consumer inaction, the question remains as to how consumers rationalise the decision not to exit when dissatisfied. To this end, the literature review presents a synthesis of consumer relationship theory, dissolution theory and the role of inertia on consumer inaction. The methodology took an interpretative perspective applying a Narrative Analysis approach of fifteen varied participants in Dublin. In semi-structured life history interviews participants outlined their past experiences with …