bank branding, (Keller, 1998; Gordon, 1999 p. 336 and in Cass and ‘user image’ services, O’ Grace, 2003). Some participants perceived similarities in their age, income, or outlook with an image they presented of their typical customers. However, links with higher degrees of bank’s commitment were established for either bank or customer-bank not ‘user-image’ congruence, nostalgic associations. Thus this study distinguishes between three types of customer-bank based on ‘identification’ bank and It also extends previous knowledge in that values and policies, user-image nostalgia. higher degrees of commitment, (as expressed in customer resistance to the notion of switching), were only found where there was a customer-perceived connection between a values and bank’s and the personal values cherished by an individual. This finding, consistent policies ‘central’, with voter commitment in Crosby and Taylor (1983), thus adapts and extends a goods-related, instrumental values perspective on post-purchase behaviour from Munson and McQuarrie, (1988), to a banking setting: services The likelihood of [committed] repeat patronage is felt to increase when the values associated with the [banking brand match those values that are central to service provider] the consumer. Related scale items are included under on the proposed commitment scale ‘Self-identification’ so that the proposition can be retested quantitatively. For banks should develop differentiated, evocative corporate brand increased commitment values, rather than a to which customers might only relate psycho-demographically ‘user image’ and which may reinforce satisfaction but not necessarily customer trust and commitment. But consumer emotions about banking may not be aroused when practitioners claim, of the ‘all or gobbledegook is focused on the rational, why you should invest in that’ ‘…the man on the (Integrated marketing group Creative, F9). understand street doesn’t it’ 2.4 GENDER DIFFERENCES IN CONSUMER BANKING Females in the present study more frequently judged themselves to be lacking in both knowledge and confidence when selecting financial services, than did the males interviewed. Females also expressed higher degrees of resistance to the notion of switching, a central effect of commitment (Kiesler, 1971; Pritchard et al. 1999) than males interviewed.
bank branding, ‘user image’ (Keller, 1998; Gordon, 1999 p. 336 and in services, O’ Cass and Grace, 2003). Some participants perceived similarities in their age, income, or outlook with an image they presented of their bank’s typical customers. However, links with higher degrees of commitment were not established for either bank ‘user-image’ congruence, or customer-bank nostalgic associations. Thus this study distinguishes between three types of customer-bank ‘identification’ based on bank values and policies, user-image and nostalgia. It also extends previous knowledge in that higher degrees of commitment, (as expressed in customer resistance to the notion of switching), were only found where there was a customer-perceived connection between a bank’s values and policies and the ‘central’, personal values cherished by an individual. This finding, consistent with voter commitment in Crosby and Taylor (1983), thus adapts and extends a goods-related, instrumental values perspective on post-purchase behaviour from Munson and McQuarrie, (1988), to a banking services setting: The likelihood of [committed] repeat patronage is felt to increase when the values associated with the [banking service provider] brand match those values that are central to the consumer. Related scale items are included under ‘Self-identification’ on the proposed commitment scale so that the proposition can be retested quantitatively. For increased commitment banks should develop differentiated, evocative corporate brand values, rather than a ‘user image’ to which customers might only relate psycho-demographically and which may reinforce satisfaction but not necessarily customer trust and commitment. But consumer emotions about banking may not be aroused when practitioners claim, ‘all of the gobbledegook is focused on the rational, why you should invest in that’ or ‘…the man on the street doesn’t understand it’ (Integrated marketing group Creative, F9). 2.4 GENDER DIFFERENCES IN CONSUMER BANKING Females in the present study more frequently judged themselves to be lacking in both knowledge and confidence when selecting financial services, than did the males interviewed. Females also expressed higher degrees of resistance to the notion of switching, a central effect of commitment (Kiesler, 1971; Pritchard et al. 1999) than males interviewed.
phd40Addendum.docx