Reasons to switch: empowered vs less powerful bank customers
JC Hauff - International Journal of Bank Marketing, 2019 - emerald.com
International Journal of Bank Marketing, 2019•emerald.com
Purpose The purpose of this paper is to contribute to the existing literature of driving and
impeding switching factors by operationalizing the catalyst factor of perceived power among
customers. Acknowledging the importance of trust in a financial context, a trust-based
framework for the analysis is used. The study explicitly analyzes factors of importance for
subsequent switching of banks for empowered customers (ie savers) and low-on-power
customers (ie borrowers).
impeding switching factors by operationalizing the catalyst factor of perceived power among
customers. Acknowledging the importance of trust in a financial context, a trust-based
framework for the analysis is used. The study explicitly analyzes factors of importance for
subsequent switching of banks for empowered customers (ie savers) and low-on-power
customers (ie borrowers).
Abstract
Purpose
The purpose of this paper is to contribute to the existing literature of driving and impeding switching factors by operationalizing the catalyst factor of perceived power among customers. Acknowledging the importance of trust in a financial context, a trust-based framework for the analysis is used. The study explicitly analyzes factors of importance for subsequent switching of banks for empowered customers (ie savers) and low-on-power customers (ie borrowers).
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