International Journal of Bank Marketing

Explaining customer satisfaction with complaint handling : Table of Contents

Concepción Varela-Neira, Rodolfo Vázquez-Casielles, Víctor Iglesias — Mon Feb 22 02:05:17 GMT 2010

Abstract:
Purpose – Due to the importance of understanding what circumstances make customer recovery programmes successful, this paper aims to study the effects of different cognitive evaluations (disconfirmation of expectations and perceived justice) and affective responses (positive and negative emotions) on satisfaction with complaint handling. Design/methodology/approach – The sample used in this study consists of 679 subjects who, over the last six months, had experienced service failures and had afterwards complained. The data were collected via personal interviews using a structured survey. Findings – The results of the study support the model and highlight the importance of the emotions experienced as a result of the complaint handling. Although these emotions have been underrepresented in the service recovery literature, our investigation shows that these emotions not only have an independent effect on customer satisfaction, after accounting for the effects of the cognitive evaluations of complaint handling, but also play a mediating role in the relationship between these cognitive variables and satisfaction. Research limitations/implications – This study examines only one service context; consequently, caution is needed when generalizing the results. Practical implications – Given the findings in this paper, identifying customers' emotions can enable service organizations to know their perceptions of the recovery and, hence, adapt service recovery strategies adequately. Originality/value – This study incorporates the disconfirmation of expectations paradigm and the dimension of informational justice into the existing models of cognitive and affective antecedents of satisfaction with complaint handling. Furthermore, this study is based on the analysis of real service failures and recovery strategies.

Including the customer in efficiency analysis: Evidence of a hybrid relational-transactional approach : Table of Contents

Joseph Coughlan, Estelle Shale, Robert Dyson — Mon Feb 22 02:05:17 GMT 2010

Abstract:
Purpose – The purpose of this paper is to illustrate the effect of including the customer as a resource in efficiency measurement. Variations in counting the customer illustrate the different impacts on efficiency between a transactional and a relational approach to bank branch marketing. Design/methodology/approach – The paper uses data envelopment analysis to analyse the efficiency of the branch network under consideration. This technique, while well established in the bank branch efficiency literature, is used here to gain insight into how relationship and transactional paradigms are affecting performance. Findings – Although the average profile of the efficiency scores was similar, the scores of the individual branches differed greatly depending on how customers were counted. Some branches then can be typified as relationship oriented while others as transactions oriented bearing in mind that all branches have both remits. Practical implications – Future research in efficiency measurement should include customers as a resource of the bank given the importance of them for the activity of co-production. Careful consideration is required however of the method of accounting for these customers bearing in mind that different conceptualisations may significantly affect the efficiency score of the individual branches. Originality/value – This paper sheds light on what is happening at branch level in a large network in the UK in terms of how transactions and relationship marketing approaches are affecting efficiency scores and the objectives of the branch. It also answers a call for research into organisations that simultaneously use relationship and transactions marketing.

Purchase availability and involvement antecedents among financial products : Table of Contents

Yael Steinhart, David Mazursky — Mon Feb 22 02:05:17 GMT 2010

Abstract:
Purpose – The purpose of this paper is to offer an integrated approach for understanding the relations among the theoretical and operational antecedents of consumer involvement in the context of financial products. The theoretical antecedents of involvement have been conceptualized as the consumer's personal profile, purchase situation, and target product; the operational antecedent includes the purchase availability manipulation. Design/methodology/approach – The research is based on a field study among private customers of a leading financial institute and on two experimental designs within lab settings. The independent variables include the theoretical and operational antecedents and the dependent measure comprises the involvement measure. Findings – The findings emphasize that the theoretical antecedents constitute an effective manipulation of involvement, whereas the operational antecedent has only limited effect. Practical implications – Financial managers should consider the type of financial service, distribution channel, social context and advertising medium, in conjunction with the consumer's profile, to increase the overall involvement. Originality/value – The research provides a new view at the way predictions of involvement are formed within the financial context. This view is enabled by including the antecedents of product involvement along with the manipulation of product availability. When these components are considered jointly, a richer set of predictions can be offered than previously conceptualized. To this end, the research calls for a more comprehensive approach for manipulating involvement that bases its activation on the theoretical antecedents.

Debit and credit card usage and satisfaction: Who uses which and why – evidence from Austria : Table of Contents

Thomas Foscht, Cesar Maloles III, Bernhard Swoboda, Swee-Lim Chia — Mon Feb 22 02:05:17 GMT 2010

Abstract:
Purpose – This exploratory study seeks to explore the link between the choices of payment mode to customer satisfaction. It examines the Austrian market in relation to its choice and usage of debit cards versus credit cards and its impact on customer satisfaction and loyalty. Furthermore, the study aims to identify the key drivers of customer satisfaction for these two modes of electronic payment. Design/methodology/approach – A structured questionnaire was administered in person to 360 Austrian bank customers. These customers were selected using quota sampling based on Austrian census data for a particular Austrian province. However, while the quota sampling was used to determine the categories, selection of the actual respondents was done through systematic sampling. This ensured that the sample was representative of the population of that Austrian province who had credit and debit cards. One group, women who were 65 and older, were not considered as there were relatively few women in this age range who had debit and credit cards. Findings – Five hypotheses were proposed. Four of the five hypotheses were supported while one, H4, had partial support. Essentially, the results indicate that a person's preference for a particular payment method is dependent on his/her personal characteristics. Additionally, the payment method's features and characteristics influenced its desirability and acceptance. Furthermore, a person's expectations had an impact on his/her attitude toward the payment method. The study also found that positive expectations, performance, and desires led to customer satisfaction. Customer satisfaction, in turn, leads to a higher degree of intent to use the payment method and higher degree of intent to recommend the payment method. These results are consistent with the literature on customer satisfaction that identifies expectations, performance and desires as the drivers of customer satisfaction. Originality/value – Multiple payment modes have emerged but there has been scant attention paid to the effects of payment modes on customer behavior and by extension, customer satisfaction and loyalty. This paper addresses these issues.