Components

Primary File
Part B
Abstract
Abstract

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
SKU:
BUS-004071
Region: 
North America
Topic: 
Strategy & General Management
Length: 
11 pages
Keywords: 
Conflict Management, crisis management, customer communication, customer management, customer relations, financial
Student Price: 
$4.00

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.