inferred from Dick and Basu, 1994) and includes: recommending the bank to at least three others and concentrating more banking services patronage at the same provider (cross purchasing). - These include: multiple direct debits and standing orders; credit card(s); loans, Hostage ties mortgages; financial penalties on longer-term savings policies, investment funds, pension and economic ties at other institutions that would constrain transfer to another bank for a certain period. This study discovers that how the customer feels, can depend on a sense of ‘locked in’ being accepted by another bank based on past personal financial history (e.g. credit score or debt repayment record). The next section outlines commitment influences outside these binding and bonding factors. 2.2 MODELLING CONSUMER BANKING SERVICES COMMITMENT Figure 3 summarises a commitment model for consumer banking services resulting from the qualitative study undertaken, synthesising the attachments framework and some of the other influences on commitment to a bank. Figure 3 highlights in bold where the commitment model adds to prior knowledge. is brand trust, perceived quality, satisfaction and brand Overall regard for the bank customers’ involvement. This overall disposition towards the bank can be positive, indifferent or negative. But, as pointed out in Strandvik and Liljander (1994), a customer may stay with a bank, despite an overall negative attitude toward the bank, because of bonds and exit barriers between the customer and the provider. There follows a brief description of mediating variables summarised in Figure 3. Scale items for most of these, except for are suggested in the Appendix. Situational triggers, Figure : Consumer Banking Services Commitment Model with mediating variables
inferred from Dick and Basu, 1994) and includes: recommending the bank to at least three others and concentrating more banking services patronage at the same provider (cross purchasing). Hostage ties - These include: multiple direct debits and standing orders; credit card(s); loans, mortgages; financial penalties on longer-term savings policies, investment funds, pension and economic ties at other institutions that would constrain transfer to another bank for a certain period. This study discovers that how ‘locked in’ the customer feels, can depend on a sense of being accepted by another bank based on past personal financial history (e.g. credit score or debt repayment record). The next section outlines commitment influences outside these binding and bonding factors. 2.2 MODELLING CONSUMER BANKING SERVICES COMMITMENT Figure 3 summarises a commitment model for consumer banking services resulting from the qualitative study undertaken, synthesising the attachments framework and some of the other influences on commitment to a bank. Figure 3 highlights in bold where the commitment model adds to prior knowledge. Overall regard for the bank is customers’ brand trust, perceived quality, satisfaction and brand involvement. This overall disposition towards the bank can be positive, indifferent or negative. But, as pointed out in Strandvik and Liljander (1994), a customer may stay with a bank, despite an overall negative attitude toward the bank, because of bonds and exit barriers between the customer and the provider. There follows a brief description of mediating variables summarised in Figure 3. Scale items for most of these, except for Situational triggers, are suggested in the Appendix. Figure : Consumer Banking Services Commitment Model with mediating variables
phd40Addendum.docx