Retaining committed customers for a consumer bank: A study across search-experience-credence products

May, Chia-Yun (2005) Retaining committed customers for a consumer bank: A study across search-experience-credence products. [Dissertation (University of Nottingham only)] (Unpublished)

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Researchers have discussed relational bonds that enhance customer commitment in different industries; however few of them specifically focus on the consumer-banking sector. In order to fill the gap, the study aims to investigate the impact of the three levels of the relational bonds; financial, social and structural on the high-income segment's commitment in the Taiwan market across consumer-banking products/services, which were categorized into search, experience and credence (SEC) products/services.

The research method conducted in the study was quantitative approach. Primary data were collected by questionnaires. Moreover, a two-stage survey was undertaken. At the first stage, the pilot study, consumer-banking product/services were categorized into three types, search, experience and credence. The second stage, the main survey, investigating the impact of three levels of bonds on customer commitment for each type of SEC products/services was conducted. The data of valid questionnaires were analyzed by SPSS11.5. Finally, two interviews with an expert and a target customer were undertaken as a supplement to understand the possible rationales behind the results of the survey.

The findings of the study show that structural bonds have the greatest impact on customer commitment, following that are social bonds and then financial bonds for all the three banking SEC products/services. Additionally, social bonds for credence products/services also affect commitment nearly as strong as structure bonds. Finally, financial bonds enhance commitment significantly less for search products/services than that for experience and credence products/services.

Item Type: Dissertation (University of Nottingham only)
Keywords: relationship marketing;relational bonds; financial bonds;social bonds; structural bonds; search, experience and credence products/services
Depositing User: EP, Services
Date Deposited: 06 Jan 2006
Last Modified: 21 Mar 2022 16:03

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