Bank of America’s Debit Card Fee (A) and (B)

Bank of America’s Debit Card Fee (A) and (B)

Bonanno, J,; Guindon, J.; Riley, P.; Stevens, J. and O’Rourke, J.S. (Editor) Notre Dame
February 02, 2018
SKU: BUS-303

Region of the world: North America
Topic: Strategy & General Management
Keywords: Conflict Management, Crisis Management, Customer Communication, Customer Relations, Financial
Price: $4.00 | €0.00
No votes yet

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. 11 pp. (Case #13-04)