Affluent mature consumers: Preference and patronisation for financial services

Mature consumers have long been recognised as an important segment of market that no marketers of financial-service providers could ignore. The segment itself, however, is not homogeneous. Our study further segments the market basing on income and contrasts the differences between upscale mature consumers and lower scale ones in terms of their preference and patronisation for financial services. The study based on two large-scale studies designed to generate information that would fill gaps in our existing knowledge about upscale older consumers. Implications are discussed for marketers of financial services to fine-tune their differentiation strategies.     

Optimal introductory pricing for new financial services

Financial services institutions often provide special introductory prices to new customers who sign up for their services such as credit cards, credit monitoring services and online stock trading. Despite their prevalence, the decision to provide introductory prices to new customers entails challenges for decision makers. Providing small incentives may not perceptibly affect the adoption of the service while providing a large incentive leads to the loss of revenue and profits. As a result, the effectiveness of such activities on firm profitability remains largely unexplored. This study seeks to address this gap in the literature by exploring optimal introductory pricing of a financial service. Employing agent-based simulation experiments, we find that offering introductory discounts significantly increases a firm’s net present value (NPV) of profits. Moreover, the findings suggest the amount of discount and the duration of time that a new customer receives the discount are critical factors in determining the NPV of profits. The research and managerial implications are discussed.     

Mobile banking: A powerful new marketing and CRM tool for financial services companies all over Europe

In the last decade mobile handsets have become ubiquitous. There are three times as many mobile phone users as online PCs and they are becoming very sophisticated and demanding users. Increasingly they will expect real-time information and access 24 hours a day, seven days a week, wherever they are in the world — and they want very high levels of service. This paper looks at how and why financial organisations across Europe are beginning to take advantage of mobile services and in particular mobile banking as a powerful new marketing tool to build long-lasting and mutually rewarding relationships with new and existing customers. Examples show how European financial organisations are using mobile banking to improve their customer service and relationships, to reinforce their brand by literally placing it in their customer's pocket and to reduce their costs.     

A review of consumer decision-making models and development of a new model for financial services

It is recognised that existing theories of Consumer Decision Making (CDM) are not well suited for financial services and there have been calls for development of a new conceptual model. This article reviews prominent models of CDM and identifies strengths and limitations. A new conceptual model that is applicable to financial services is developed. An important element of the model is the recognition that the components interact rather than a consumer following a linear progression through a series of stages. The new model better reflects the iterative decision-making process relevant to financial services and enhances marketers’ understanding of the process and thus their ability to influence it to increase the likelihood of positive outcomes for all. The model has three main components: inputs, processes and outcomes. Inputs include the purchase situation (contextual and environmental variables), consumer characteristics (psychological and social influences) and information sources (marketing mix and interpersonal). Processes include need arousal, information utility, criteria development and evaluation of alternatives. Outcomes include the decision (that may be to abort the purchase), the purchase itself and post-decision evaluation. Further research is required to test the relationships between the variables in different contexts, and thus enable refinement and/or validation of the model.     

Trust in UK financial services: A longitudinal analysis

The role and importance of trust for the development and maintenance of relationships in the financial services sector cannot be disputed. In a business to consumer context, this article presents a model for measuring trust for financial services organisations and positions trustworthiness as its key antecedent. The work also presents five important determinants of trustworthiness and ultimately trust. Our work is based on 5 years’ data before and during the ‘credit crunch’, and across the seven main types of product provider in the United Kingdom. The findings show that the overall trust rating for financial services has remained remarkably stable throughout the period of the study. The research also reveals that trust ratings are highest in relation to consumers who are older and that consumers are typically more trusting of brokers than any other type of product provider.     

Multiple channel structures in financial services: A framework

The use of multiple channels is probably the most common distribution strategy nowadays. Surprisingly, the determinants of this strategy remain largely unexplored. This paper aims to address the problem by elaborating on the configuration of a multiple channel strategy. A framework is proposed that attempts to elaborate on the entire channel mix decision starting with the factors that influence and constrain the choice of channels, and finishing with key outcomes of a channel mix. It is proposed that a multiple channel structure should be thought of along three dimensions or properties: number of channels; channel integration; and extent of customer contact afforded by the channel mix. The relationships between these properties of a mix of channels and the performance of the channel, measured by sales and costs, control and flexibility is discussed. It is hoped the framework will be useful to channel managers and researchers alike. Directions for future research are developed.     

Factors that affect consumers' cross-buying intention: A model for financial services

Cross-buying behaviour in retail banking is receiving increasing research attention. Most studies on relationship development however revolve around relationship depth and length, while there has been hardly any work on the factors that affect relationship breadth. This research proposes and subsequently tests through structural equation modelling a model of factors that affect customers' intention of cross-buying retail financial services. The study yielded rich research results. Most notably, it demonstrated the centrality of image and trust in the formation of cross-buying intention and also showed that customers' cross-buying intention is formed by a combination of interrelationships among the four variables in the model, which should all act simultaneously.     

iTV: A major opportunity for financial services,or not?

Interactive television has arrived, thanks to substantial technology investments that have been made by Sky and others. It is growing in importance as innovative interactive applications are developed for broadcast programmes (eg the BBCi service and Big Brother), and for advertising — and will develop further when broadband deployment gets to critical mass. Readers should not expect a television-variant of the world wide web, however. This was tried during 2000–2002 in the form of web look-alike, interactive ‘walled garden’ sites, and failed to attract critical mass footfall. The model has evolved and now revolves around interactive content synchronised with broadcast, which offers financial services companies an interesting new way to increase awareness and to differentiate the service presentation. Furthermore, over the next ten years, broadband is expected to usher in a new era of personalised television — in which specialised broadcasts (such as personal pensions advice programmes) can be made available on demand. The observations in this paper are mainly drawn from the UK, where digital television penetration is high; the lessons can be applied more broadly, however, and are relevant to any organisation thinking of promoting its service through entertainment channels.     

Consideration sets for financial services brands

This study examines the extent of consumer information search and consideration of financial services brands. It uses data from two surveys of purchasing behavior. This study finds a surprisingly low level of consumer consideration, either by personal enquiry or via the internet. The most common consideration set comprised only one brand, and this was the case for both high-value and low-value services. The managerial implication is that services marketers should make brand salience a top priority, with the competitiveness of their offer not being the primary driver of sales. If a financial services brand is salient to a consumer, there is a very high chance they will purchase that brand, without extensive comparison of the merits of alternatives.     

Elderly consumers and financial choices: A systematic review

The purpose of this paper is to investigate elderly choices and behaviors in financial services markets. A systematic review of a five-decade period (1970–2019) of academic research in the marketing field was carried out in order to identify elderly consumers’ decisions regarding financial asset management and legacy, highlighting the main findings of extant research and practical implications for marketers. Results shed light on financial asset management in terms of welfare, retirement planning, and investments for old age, as well as legacy practices in terms of special possessions, charities, and rites of passage. The study underlines the need to consider the heterogeneous nature of elderly consumers’ values and lifestyles in designing strategies for financial services and products, emphasizing that demographic differences alone are not adequate to effectively define market segments. Furthermore, the role of mixed marketing approaches considering elderly choices are discussed, together with implications for companies that want to target such consumer target.

     

WTO financial services commitments: Determinants and impact on financial stability

The paper investigates the factors that have influenced WTO members to take on their chosen level of liberalization commitments in the framework of liberalization of trade in financial services and the impact of such commitments on financial sector stability. The most important factors are economic growth, current account, trends in banking sector development, policy restrictiveness, and peer-group effects. The econometric evidence suggests that more liberal commitments may be associated with greater vulnerability to currency and banking crises—most likely a short-term effect, which should be mitigated with time through increased market efficiency and better resource allocation.     

A model for implementing service excellence in the financial services industry

This paper presents a model and provides considerations for implementing a service excellence initiative in the highly competitive financial services industry. This model identifies and defines service culture, desired employee service behaviours, operational standards and service outcomes necessary to enhance and sustain service excellence. When managed collectively, these components provide the organisational environment necessary to harness employee service-related activities for the purpose of creating value and enhancing performance. Implementation of this model resulted in a 20 per cent increase in service quality scores across select areas in the sample organisation over a two-year period.     

安永：欧元区金融服务业发展预测

安永预测：欧元区整体经济今年仍然面临着非常严峻的各种挑战,财政紧缩、信贷紧缩以及失业率上升等等,这些导致增长缓慢的因素只不过是欧元区的成员国和其金融机构面临问题的一部分而已,因此,     

The new new financial thing: The origins of financial innovations

The origins of financial innovations have attracted little empirical scrutiny. Using Wall Street Journal articles as an indicator, this paper examines which institutions were the key financial innovators between 1990 and 2002. The evidence suggests that smaller firms account for a disproportionate share of the innovations. Less profitable firms innovate more, though in the years subsequent to the introduction of the innovation, the profitability of the innovators increases significantly. Finally, older, less leveraged firms located in regions with more financial innovations innovate more. While several of the determinants of patenting are similar, small and unprofitable firms do not patent disproportionately.     

The profit effects of product-market growth strategy: A financial services example

The paper presents an empirical examination of the relationship of an organisation's growth strategy to performance. The study includes a sample of chief executive officers in the financial services sector, specifically credit unions. In particular, the relationship of product-market growth strategy to profitability is investigated while also controlling for firm size and the perceived environment. The authors find that product growth strategy has no impact on profits but that market growth strategy does significantly affect profitability. In particular, those firms that emphasise new markets in their growth strategies are the highest performers and are significantly more profitable than credit unions that emphasise growth through either emphasis of products, current markets, or both current and new markets.     

Competition and innovation: Evidence from financial services

This paper presents new evidence on the relationship between competition and innovation by extending previous literature from manufacturing to financial services. We introduce a new measure of overall innovation by estimating and enveloping annual minimum cost frontiers to create a global frontier. The distance to the global frontier constitutes each bank’s technology gap, which decreases if the bank manages to innovate. Our innovation measure enables us to derive and estimate the model of Aghion et al. (2005b) at the firm level for the US banking industry. Based on individual bank Call Report data for the period 1984–2004, consistent with theoretical and empirical work by Aghion et al., we find evidence of an inverted-U relationship between competition and innovation that is robust over several different specifications. Further evidence on major structural changes in the US banking industry indicates that banks moved beyond their optimal innovation level and that interstate banking deregulation resulted in lower bank innovation. Policy implications to financial reform and prudential regulation are discussed also.