Part A Info
Part B Info
Bank of America’s Debit Card Fee (A) and (B)
Bonanno, J,, Guindon, J., Riley, P., Stevens, J. and O’Rourke, J.S. (Editor)
February 2, 2018
Strategy & General Management
Conflict Management, crisis management, customer communication, customer management, customer relations, financial
In the fall of 2011, Bank of America announced a plan to begin charging customers $5 per month on debit card accounts. The announcement met with sharp public outrage. Due to the backlash, Bank of America was faced with a difficult dilemma: proceed as planned and face a public relations nightmare - or cancel the fee program, lose billions, and be forced to answer to shareholders.