Online banking in India: An approach to establish CRM

Technology is fast altering the business servicescape. Its role in improving customer service levels is being used strategically and increasingly by service organizations. The service attributes and quality can be enhanced by deployment of technology. The Internet has facilitated convenience in customer interactions and transactions with the banks. Online banking is currently emerging as a new approach in India for providing improved accessibility and expediency to customers. Most banks have their own websites for improving the customer interface and offering online services. The article studies the applicability of online banking in India and its role in fostering relationships with customers and giving them more value. The research was conducted on customers familiar with online banking in India, and their perceptions about online banking were studied. The findings reveal that customers are using the services but are skeptical about the financial transactions and service quality dimensions.     

Bancassurance in East Asia: Cultural impact on customers’ cross-buying behaviour

Amid rapid growth of bancassurance in East Asian countries, particularly in South Korea and Taiwan, the article examines the determinants of this growth in these two countries, by testing the influence of ‘collectivism’ as a proxy for national culture on the relationship between cross-buying determinants and customers’ cross-buying intentions. The interviews were conducted during 2011 and 2012 with 13 professional senior managers and academics engaged in customers’ cross-buying activities of bancassurance in South Korea and Taiwan. ‘Perceived value’, ‘trust’, ‘image’ and ‘satisfaction’ were found to be the key determinants of customers’ cross-buying intentions on bancassurance in South Korea and Taiwan, among which ‘trust’ and ‘satisfaction’ were significantly influenced by ‘collectivism’. The article confirms that, even between countries with similar levels of ‘collectivism’, the influence of ‘collectivism’ can differ because of the determinants of cross-buying intentions on bancassurance.     

Atributos de calidad del servicio de la telefonía móvil para clientes mexicanos y su impacto en la satisfacción y en la lealtad hacia la marca

The objective of this study is to identify relevant attributes of service quality in mobile phones for Mexican customers and to establish their impact on customer satisfaction and brand loyalty. It is being assumed that the attributes of service quality are an antecedent of satisfaction and loyalty. The study is divided in two phases. In a first qualitative phase, thirteen attributes were detected using in-depth interviews. In a second quantitative phase, these attributes were empirically contrasted with variables of satisfaction and loyalty. It was found that only six attributes are statistically related to the variables of these constructs, with two of them being the most relevant: price per minute and empathy perceived by customers from company’s employees.     

Loyalty-based management

Despite a flurry of activities aimed at serving customers better, few companies have systematically revamped their operations with customer loyalty in mind. Instead, most have adopted improvement programs ad hoc, and paybacks haven't materialized. Building a highly loyal customer base must be integral to a company's basic business strategy. Loyalty leaders like MBNA credit cards are successful because they have designed their entire business systems around customer loyalty--a self-reinforcing system in which the company delivers superior value consistently and reinvents cash flows to find and keep high-quality customers and employees. The economic benefits of high customer loyalty are measurable. When a company consistently delivers superior value and wins customer loyalty, market share and revenues go up, and the cost of acquiring new customers goes down. The better economics mean the company can pay workers better, which sets off a whole chain of events. Increased pay boosts employee moral and commitment; as employees stay longer, their productivity goes up and training costs fall; employees' overall job satisfaction, combined with their experience, helps them serve customers better; and customers are then more inclined to stay loyal to the company. Finally, as the best customers and employees become part of the loyalty-based system, competitors are left to survive with less desirable customers and less talented employees. To compete on loyalty, a company must understand the relationships between customer retention and the other parts of the business--and be able to quantify the linkages between loyalty and profits. It involves rethinking and aligning four important aspects of the business: customers, product/service offering, employees, and measurement systems.     

How does customer motivational orientation affect satisfaction?

This study examines the link between customer motivational orientation and customer satisfaction in the Chinese context. The customer motivational orientation–satisfaction model was tested on 349 Chinese bank customers in Macao, China. Results of structural equation modelling indicated that task-oriented and interaction-oriented customers were not equally responsive to the financial services provided. Specifically, task motivational orientation was directly and indirectly related to customer satisfaction through customer perceived service quality, whereas interaction motivational orientation only linked to customer satisfaction through customer perceived service quality as a mediator. The theoretical and practical implications of the findings are discussed.     

Online-Aktivität als moderierender Effekt der Wirkung Convenience instrumentalisierender Attribute auf Kundengewinnung im Versicherungsneugeschäft

Digitization’s increasing influence on the Germans’ everyday lives leads to changes in their buying behavior. In the internet age, customer orientation means, inter alia, to actually understand the changes in the consumers’ expectations. This raises the question how the shift of customer activity from the analogue to the digital world changes the effect of certain exogenous, convenience exploiting attributes on a supplier’s predefined response variables (e.?g. customer acquisition). This article focuses on the insurance industry and, theoretically, deals with the question, whether doing business online can be considered as moderating effect of the relationship between convenience attributes (controllable by insurers) and customer acquisition as target figure in insurance business. Based on the example of contracting a new motor insurance policy it can be derived hypothetically that “digital customers” have different expectations in terms of speed of processing (as convenience attribute) than those signing a policy together with their agent.     

A closer look at the relationship of entry-level bank employees’ leadership attributes and customer satisfaction

The purpose of this quantitative research was to measure customer satisfaction with bank tellers and bank teller leadership attributes and to determine the relationships between the two and the effect of gender on the ratings. Data were collected at three bank branches in West Amman-Jordan with 126 bank customers. The results revealed statistically significant differences in the ratings of the leadership attributes: Ethics had highest ratings while innovation had the lowest ratings. There were significantly different gender ratings in two leadership attributes such that women’s ratings were higher than the men’s in bank knowledge and communication leadership attributes. Also, men and women differed significantly on satisfaction; women were more satisfied than men. Moreover, results revealed that satisfaction correlated directly, strongly, and significantly with all five leadership attributes. Additionally, results showed that bank knowledge, innovation, and gender all made unique and statistically significant contributions to predicting satisfaction with bank tellers.     

Multi-attribute analysis of confidence,convenience and price functions of customers of financial services firms: A GLS systems model

The paper examines attributes of customers for modelling the dimensions of confidence, convenience and affordability of services offered by financial services firms (FSFs) by applying a generalised least square (GLS) systems model to a cross-section of customers in Dubai. These three dimensions have become major drivers of long-run viability and survivability in the last 15–20 years, because of dynamic and competitive macroeconomic forces faced by the FSFs. Earnings stability, longevity of relationship and liquidity attributes significantly explain the confidence level of customers across FSFs. Core, tangible and relational attributes besides ambience and ATM network, positively significantly explained the convenience level of customers in FSFs. Home loans, credit cards, savings accounts, term deposits and insurance services are significant products that are affordable and valued by customers. The systems model was validated using a holdout sample. The study findings have implications for customer relationship management, customer insight and production/transaction processing competencies of FSFs in the study area and are equally applicable to FSFs in other developed and developing economies.     

Price satisfaction and personnel efficiency as antecedents of overall satisfaction from consumer credit products and positive word of mouth

The paper aims to explore the potential impact of ‘bank personnel efficiency’ and ‘price satisfaction’ on overall customer satisfaction of consumer credit products and positive word of mouth (WOM). Furthermore it aims to provide bank managers with useful insights into the development of high quality relationships with customers. ‘Personnel efficiency’, is related to the human factor of service quality, while ‘price satisfaction’ refers to the customers’ subjective view of the bank's pricing policy. The research involved a review of the available literature on service quality dimensions and their effect on satisfaction and WOM. For the collection of data, a survey was designed and conducted in the greater area of Athens, Greece. The research questionnaire was administered by means of personal interviews to 750 bank customers. Data analysis, using structural equation modelling, suggests that ‘personnel efficiency’ and ‘price satisfaction’ are antecedents of overall ‘customer satisfaction’, which is a prerequisite for positive ‘word of mouth’.     

Creating advocates: understanding the roles of CSR and firm innovativeness

Although previous studies revealed the positive effect of CSR perceptions on customer behaviour, the relationship between CSR and perceived firm innovativeness (PFI) has been underexplored. The purpose of this paper is twofold. First, it attempts to propose and validate a model to comprehend the relationship between CSR and PFI. Second, it aims to investigate the mediating role of corporate image stemming from CSR and PFI in order to foster customer advocacy intentions. Data were collected from 360 customers of the retail banking industry in Pakistan, and the results indicate that customers’ CSR perceptions directly and positively influence PFI. Interestingly, corporate image fully mediates the relationship between PFI and advocacy intentions, whereas it plays a partial mediation role in the CSR-advocacy intentions relationship. The findings of this research expand the corpus regarding the roles of CSR and PFI in creating advocacy intentions among customers through the corporate image.

     

Customer satisfaction with socially responsible investing initiatives: The influence of perceived financial and non-financial quality

During the last decade, socially responsible investment (SRI) initiatives have grown to become a mainstream financial service in many countries. However, to date, only a few studies focus on understanding the final investor of such initiatives. This article focuses on one particularly overlooked aspect of SRI behavior; that of customer post-purchase satisfaction. A theoretical model of satisfaction with SRI-profiled mutual funds is developed and tested. The results indicate that perceived financial performance of the SRI-profiled mutual fund is the most important predictor of customer satisfaction. However, perceived environmental, social and governance (ESG) performance also had a positive impact on satisfaction for the SRI mutual fund. On the basis of these results, it is argued that although ESG quality is important to customers, marketers of SRI initiatives should primarily focus on the conventional quality attributes such as financial performance, as a good ESG record alone is unlikely to generate customer satisfaction.     

Relationship intention of South African banking and life insurance customers

The effect of increasing competition, globalization and tough economic conditions has led to changes in how banking and life insurance firms operate. This has resulted in banking and life insurance firms focusing on retaining and building long-term relationships with their existing customer base by implementing a relationship marketing strategy. However, not all customers are willing to invest in building long-term relationships. Therefore, firms need to identify and target those customers who intend to support long-term relationships with the firm, that is those with a high relationship intention. The objective of this research was to investigate South African banking and life insurance customers’ relationship intention by determining the constructs constituting relationship intention and to determine whether differences exist between high and low-relationship intention customers for the identified relationship intention constructs. A non-probability, convenience sample was used to gather data from 401 respondents, with 202 from banking and 199 from life insurance customers. The results identified five constructs constituting relationship intention for the sample of respondents and indicated that high- and low-relationship intention respondents see four of the five constructs differently.     

Relationship intention of South African banking and life insurance customers

The effect of increasing competition, globalization and tough economic conditions has led to changes in how banking and life insurance firms operate. This has resulted in banking and life insurance firms focusing on retaining and building long-term relationships with their existing customer base by implementing a relationship marketing strategy. However, not all customers are willing to invest in building long-term relationships. Therefore, firms need to identify and target those customers who intend to support long-term relationships with the firm, that is those with a high relationship intention. The objective of this research was to investigate South African banking and life insurance customers’ relationship intention by determining the constructs constituting relationship intention and to determine whether differences exist between high and low-relationship intention customers for the identified relationship intention constructs. A non-probability, convenience sample was used to gather data from 401 respondents, with 202 from banking and 199 from life insurance customers. The results identified five constructs constituting relationship intention for the sample of respondents and indicated that high- and low-relationship intention respondents see four of the five constructs differently.     

The effect of automated service quality on bank financial performance and the mediating role of customer retention

The impact of automated service quality on bank financial performance and the mediating role of customer retention have received little attention, as scholars have focused on issues of usability and measurement. This study begins by showing the impact of technology on the way banks conduct business and proceeds to discuss automated service quality definitions and the potential influence of automated service quality on retention and financial performance. A mediating model that links service quality to bank financial performance through customer retention in the automated service context is proposed. The results of this empirical study confirm the role of customer retention as a mediator in the effect of automated service quality on financial performance. Implications of the findings are discussed and the limitations of the study and the potential for future research are considered.     

Improving the effectiveness of banks' service guarantees: The role of implementation

The negative impact of frequent service delays on customer loyalty and retention is widely recognised. To address this issue, many banks have initiated some form of service improvement programme and attempted to communicate the change to their existing and prospective customers. Often, however, this rightfully sceptical audience continues to doubt the provider's ability to resolve the problem and may not notice service improvement even when it is achieved. Service guarantees are a powerful mechanism for firms to express their commitment to satisfaction as well as their willingness to compensate customers in the event of service failure. This paper presents the results of a multi-stage study of a major bank's effort to provide a wait-time guarantee. The potential value of the guarantee to customers, the impact of the guarantee on customer dissatisfaction following a negative service experience, and customers' willingness to invoke the guarantee are examined. The implications of the findings highlight the role of implementation in a successful guarantee programme. Recommendations for improving banks' service guarantees are provided.     

An empirical investigation of the relative effect of trust and switching costs on service loyalty in the UK retail banking industry

The crisis in the UK financial services industry has led to retail banking customers treating transactions with growing scepticism. Retail banks are having to work very hard to regain customer trust. Despite recent research in marketing that acknowledges the importance of service loyalty to service firms, studies that have examined the relative effects of trust and the different types of switching costs on attitudinal and behavioural loyalty are scant. Therefore this article aims to build a model to examine the strength of the relationships between these constructs. Using survey data collected from a convenience sample of 290 retail banking customers in the United Kingdom, the article reveals that the main drivers of attitudinal loyalty are trust and relational switching costs. In contrast, the main drivers of behavioural loyalty are trust, relational switching costs and attitudinal loyalty. Interestingly, financial and procedural switching costs exert no significant effect on either attitudinal or behavioural loyalty. Trust and relational switching costs exert a stronger effect on attitudinal than behavioural loyalty.     

Kundenzufriedenheit als Steuerungsinstrument in einem Versicherungsunternehmen – nur Schall und Rauch oder ökonomisch sinnvoll?

Customer behavior is managed by customer satisfaction in two dimensions: Insurer can profit by a higher customer loyalty und in addition, by a sensitive price behavior of customers. The findings of moderating effects are mean considered and thus, customer satisfaction is a too strong indicator of economic success in established concepts. To mange an insurance company effective, it is a good advice to implement a model that is specific for each company. This model should respect the heterogeneous factors of influence due to customer satisfaction by multidimensional instruments. Hence, insurer may identify drivers of service and work with analysis of correlations to describe the coherence between customer satisfaction and economic success exactly. The alignment for customer satisfaction is worth for traditional insurance companies, but only, if customer satisfaction is understood as an economic valued management that is culturally based in the firm. Manager should account for this suggestion to follow a sustainable story in a saturated competitive environment.     

Effects of perceived cost,service quality,and customer satisfaction on health insurance service continuance

This paper aims to contribute to the universal discourse on financial services continuance behavior by examining the impact of service cost on customers’ service-quality perception and service continuance intention. It presents the results of an empirical study that has explored the impacts of service cost, service quality, and customer satisfaction on health insurance customers’ behavioral intention toward continuing or discontinuing with their service providers. Very few studies had examined the impact of service cost on service-quality perception. Our study attempts to fill that gap. A sample of 820 customers was surveyed, and 624 usable responses were analyzed with ANOVA, standard multiple regression, and logistic regression. Our findings indicate that, although highly satisfied health insurance customers will most likely retain their current service providers, customer dissatisfaction does not necessarily lead to discontinuance. Our results also provide some operational implications for health insurance managers, with strategies for reducing attrition and improving customer retention.     

The effect of measurement timing on the information content of customer satisfaction measures

We use two sets of customer satisfaction measures obtained from a homebuilding company to examine the effect of measurement timing on the association between customer satisfaction measures and future financial performance. The research site employs two separate consulting firms that measure customer satisfaction at different times from the same homebuyer population. A national consulting firm captures customer satisfaction at a fixed time in the year following purchase (the “NF” measure), whereas an industry-focused, boutique consulting firm captures customer satisfaction at three specific points in time (30 days, 5 months, 11 months) after purchase (the “BF” measures). We analyze data for the period 2002–2004 and have the following findings: first, customers’ satisfaction varies over a homebuyer's consumption period. Comparing across the three BF measures, we find that on average a homebuyer is most satisfied 30 days after purchase and least satisfied 11 months after purchase. Second, we compare the NF measure with the BF measures and find significant differences in their predictive abilities for future financial performance. The BF measures are significant leading indicators of future financial performance, as measured by higher revenues and profits and lower warranty costs, but the NF measure is not. Additional analyses indicate that the relatively higher predictive ability of the BF measures is due to the more precise timing of those measures, rather than differences in measurement content. Finally, we find that the point of diminishing returns to improvements in customer satisfaction varies across customer satisfaction measures obtained at different points in the consumption period. We conclude that timing has a significant impact on the information content of customer satisfaction measures, at least for goods and services that are consumed over extended period of time.     

Acquisition,affinity and rewards: Do they stay or do they go?

Customer relationship management seeks to understand how to generate profitable customers who enter into a long-term relationship with a firm. In this paper, we examine the role of modes of acquisition and retention programmes on customer lifetime in the context of a credit card issuing bank. While other papers have studied retention programmes such as loyalty card and reward card, there is no published study in the credit card context. Using a rich data set on nearly 5,000 customers observed over a three-year period, we are able to provide detailed insights about the efficacy of these strategies. We show that affinity cards customers and customers acquired through direct mail have longer lifetimes. We also find that reward card programmes generate customers with a shorter lifetime. Finally we re-examine the link between long-life customers and profitability and find that the relationship is weak, consistent with recent findings.