Why has there been such remarkable growth in the numbers of financial service consumers in Britain in the 1980s and 1990s? In this volume, Dawn Burton considers this question. With a focus on whether financial institutions have become more consumer orientated in recent years, key topics covered include: emergence of financial services consumers; service quality and marketing; human resource management strategies; and consumer financial behaviour. Dawn Burton shows how, as consumers have become more financially astute, some have learned how to play the system and reveals the consequences of this. Providing insights into this area, this book should appeal to financial services professionals and students in a range of related disciplines.