Kent Erikssonis a professor, chair in applied business studies and is the director of research at the Centre for Banking and Finance (CEFIN) at Royal Institute of Technology. He is an advisor to several doctoral students within the multidisciplinary research environment of CEFIN and has written several books and published articles internationally in the fi eld of retail banking. He has published in the Strategic Management Journal , the Journal of International Business Studies , Journal of Business Research , Industrial Marketing Management among others.
Inga-Lill S ö derbergis a doctoral candidate at the Centre for Banking and Finance at Royal Institute of Technology. Her thesis focuses on the ways customers and service providers create new routines to handle the uncertainties entailed in the intersubjectivity of business interactions at bank branches.ABSTRACT The importance of relationships between buyer and sellers in marketing research is well established. This study contributes to relationship marketing (RM) research as it examines the microfoundations of fi nancial service buyer and seller relationships. The study uses intersubjective theory and a qualitative method with the purpose of conceptualising the qualitatively different ways customers experience faceto-face interactions with a service provider. An empirical study is conducted to determine, based on the customer ' s own words, what is experienced in the interaction between the customer and the provider. Findings from the empirical material show that not all personal interactions between customers and a service provider, in this case a bank, can be labelled as relationships. Instead, what customers do perceive as a relationship is an encounter where the interaction entails symmetry in the way the customer and the provider mirror each other. When customers receive a treatment in opposition to an expectation of intersubjectivity, they will not refer to the situation as a relationship and, subsequently, according to the underlying assumptions of RM, do not willingly engage in further business with the provider.