TABLE OF CONTENTS

LIST OF FIGURES 5
ACKNOWLEDGEMENTS 6
ABSTRACT 7
CHAPITRE 1: INTRODUCTION 8
1.1 Background to the study 9
1.1.1 The development of the IT system and banks 9
1.1.2 Evolution of the Internet banking in France 11
1.1.3 Evolution of relationship in the traditional retail banks 13
1.2 Research Objectives 14
1.3 Motivation for the study 15
1.4 Research questions 15
1.5 Research hypotheses 16
1.6 Approach to the Dissertation 16
1.7 Limitations of the research 17
1.8 Major contribution of the Study 17
1.9 Overview of the following chapters 18
CHAPITER 2 : LITERATURE REVIEW 19
2.1 What is a relationship? 20
2.2 Relationship Marketing 24
2.3 Customer Relationship Management 26
2.3.1 Objectives of CRM Systems 27
2.3.2 CRM as a strategy 29
2.3.3 CRM in banking sector 30
2.4 IT adoption and older adults 33
2.5 Service quality and CRM practice 35
2.6 Customer expectation 38
2.7 Customer satisfaction 39
2.8 Customer loyalty 41
2.9 Conclusion 42
CHAPTER 3: RESEARCH METHODOLOGY AND METHODS 43
3.1 Distinction between research method and methodology 44
3.2 Research philosophy 46
3.2.1 Positivism 47
3.2.2 Realism 47
3.2.3 Interpretivism 48
3.3 Research Approach 49
3.4 Research Choice 50
3.5 Research Strategy 51
3.6 Time Horizons 52
3.7 Data collection 53
3.7.1 Secondary data collection 53
3.7.2 Primary quantitative data collection 54
3.8 Data analysis 58
3.9 Ethical issues in data collection 59
3.10 Limitation of research 59
3.11 Conclusion 60
CHAPTER 4: DATA ANALYSIS AND FINDINGS 61
4.1 Quantitative data analysis and finding from the questionnaire 62
4.2 Background information about respondents 63
4.2.1 Demographic characteristics of the sample 63
4.2.2 Education level 65
4.2.3 How long have you been using your bank online (online banking) services? 66
4.2.4 Which support do you use the most to access online banking services? 67
4.2.5 How often do you use the online banking services, approximately? 68
4.2.6 The reason for the use of the Online banking services 69
4.3 Research objective 2: To assess the perception of online banking services from
French users towards the importance of physical contact at bank level. 70
4.4 Research objective 3: To analyse whether French people are ready to switch
from Click-and-Mortar to Pure player bank. 73
4.5 Hypotheses 75
4.5.1 H1: Customer relationship management increase the quality of online banking
services. 75
4.5.2 H2: Service quality enhance customer’s satisfaction 76
4.5.3 H3: Customer satisfaction positively impact on customer loyalty 78
4.6 Conclusion 79
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 81
5.1 Research Objective 1: To identify effectiveness gaps in use of online banking
services between older people and young people. 82
5.2 Research Objective 2: To assess the perception of French online banking
services users’ towards the importance of physical contact at bank level. 83
5.3 Research Objective 3: To analyse whether French people are ready to switch
from Click-and-Mortar to Pure Player. 84
5.4 Hypothesis 1: Customer relationship management increase the quality of
online banking services. 85
5.5 Hypothesis 2: Service quality enhance customer’s satisfaction 86
5.6 Hypothesis 3: Customer satisfaction positively impact on customer loyalty 86
CHAPTER 6: SELF REFLECTION AND LEARNING 90
6.1 Learning Styles 91
6.2 Learning outcomes and self-analysis during the learning process 94
6.2.1 Research and investigative skills 94
6.2.2 Team working skills 95
6.2.3 Communication Skills 96
6.2.4 Personal management skills 97
6.3 Plans to sustain learning 97
6.4 Conclusion 98
REFERECNES 100
APPENDICE 109