The dyadic bank-SME relationship: Customer adaptation in interaction, role and organisation

Abstract

Purpose: This paper aims to emphasise the theory of adaptation in the analysis of banks' ability to meet the needs of their SME customers. This analysis involves examining the interaction process between the two parties, determining how the role of bankers is perceived and studying how banks as organisations function. Design/methodology/approach: In the study a total of 60 interviews are conducted, of which 45 are conducted with SME owners. For this specific study, data drawn from in depth interviews conducted with SME owners and with bankers are presented. Findings: The following main factors affect the adaptation process and can help explain the difficulties of banks to adapt to their SME customers: the lack of communication and contact in the interaction process, the lack of knowledge and competence of individual bankers as regards their customers' specific businesses and the centralised and standardised system that prevails within the banking organisation. Also, in this study it is found that the organisational structure influences how individual bankers perceive themselves and their ability to adapt to the needs of SMEs, which in turn affects the individual bankers' adaptability when interacting with their SME customers. Originality/value: To the best of the authors' knowledge, adaptation has not been examined in relation to the concepts of interaction, role and organisation, or within the banking industry. © Emerald Group Publishing Limited.