Guest editorial

Abstract

Purpose

The purpose of this paper is to show how interactive capability enabled by Web 2.0 has increased the potential for organisations to add value to their offerings by allowing customers to interact with the organisation and other customers of that organisation.

Design/methodology/approach

The paper briefly outlines the content of four articles contained within this special issue.

Findings

Technology has, and will continue to have, a great impact on the banking sector. However much financial service organisations want their customers to use technology, they must remember that technology should be there to enhance the service offering. It must be attractive to customers and offer them something of value. Once customers adopt internet banking and all it has to offer, organisations should continue to monitor operations to ensure that they are providing the best possible service to customers.

Originality/value

It is not enough for the organisation to benefit from reduced costs and speedier processes, the technology must be useful and helpful for customers. Customers need to feel reassured that the organisation and the technology are trustworthy, so that they will not expose themselves to risk when using it.

Citation

Harridge‐March, S. (2008), "Guest editorial", International Journal of Bank Marketing, Vol. 26 No. 7, pp. 460-464. https://doi.org/10.1108/02652320810913837