Example stakeholder management dissertation topic 4:

Customer relationship management systems in banking: A comparative case study of Leeds Building Society and Lloyds TSB

Looking at two distinctively different players upon the UK high street this dissertation looks at the regional building society, the Leeds Building Society and the (now state owned) Lloyds TSB banking group which ran into financial troubles after it was itself requested by the government to ‘takeover’ the ailing Halifax group. Using a range of qualitative research tools, street interviews, survey questionnaires and question and answer sessions with a focus group of students, this dissertation evaluates the changing dynamics of customer care and customer management within the UK high street banking sector. In a time when bank branches are once again closing and the use of the internet ever-increasing it offers a number of salient comments as to how to keep customers happy whilst adapting to the changing realities of how we do our banking.

Suggested initial topic reading:

• Mukerjee, A. and Nath, P. (2003) ‘A model of trust in online relationship banking’, International Journal of Bank Marketing, Vol. 21(1), pp. 5-15.
• Peppard, J. (2000) ‘Customer relationship management (CRM) in financial services’, European Management Journal, Vol. 18(3), pp. 312-327.