'Once Upon a Time' in Consumer Research: Stories from retail banking

This paper describes the application of storytelling in exploring the motivations for consumers remaining in long term banking relationships which they acknowledge to be problematic. We present an overview of story and... [ view full abstract ]

This paper describes the application of storytelling in exploring the motivations for consumers remaining in long term banking relationships which they acknowledge to be problematic. We present an overview of story and narrative in consumer research and detail how the methodology was utilised in this instance. The research was conducted in the consumer banking industry and applied Gabriel’s (2000) story classification taxonomy which categories stories based on epic, comic, tragic and romantic dimensions. Procedures used in this study are presented to serve as a guide for researchers interested in undertaking storytelling in the field of consumer research. We conclude that storytelling is a useful methodology for exploring long term consumer relationships as it allows researchers to trace the evolution and development of the interaction by analysing the story typologies relevant to each relationship phase. Finally, the paper reflects on the usefulness of this methodology in understanding and articulating consumer experiences.

Key Words: Storytelling, Narrative, Relationship.