Editorial

Citation

Estelami, K.E.a.H. (2015), "Editorial", International Journal of Bank Marketing, Vol. 33 No. 4. https://doi.org/10.1108/IJBM-06-2015-149

Editorial

Article Type: Editorial From: International Journal of Bank Marketing, Volume 33, Issue 4

This issue of the International Journal of Bank Marketing contains research on banking in India, Pakistan, Tunisia, Brazil, Jordania, Australia, and Thailand. Topics cover the role of technology, satisfaction, loyalty, and many other aspects of banking that are central for bank marketing.

The paper “Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction” by Kaura, Durga, and Sharma studies the impact of service quality dimensions, perceived price and fairness, and service convenience dimensions on customer satisfaction and loyalty. It also identifies the impact of customer satisfaction on customer loyalty. It further explores the role of customer satisfaction as mediating variable between service quality dimensions, perceived price and fairness, service convenience dimensions, and customer loyalty. The study is done on 445 respondents in Rajasthan in India. The results show that employee behavior and information technology have positive impact on customer satisfaction and customer loyalty.

The paper “The impact of Islamic beliefs on consumers’ attitudes and purchase intentions of life insurance” by Souiden and Jabeur investigates Islamic life insurance in Tunisia. The paper investigates whether individuals’ attitudes and purchase intentions toward conventional and Islamic life insurance vary according to the strength of their Islamic beliefs. The paper also investigates whether individuals’ attitude toward conventional (or Islamic) life insurance has a significant impact on their purchase intentions of these services and whether this impact is moderated by their Islamic beliefs. Convenience sample of 207 Tunisian MBA students. This study allows us to outline how religious beliefs (in this case Islamic beliefs) moderate consumer attitudes and purchase intentions toward conventional and Islamic life insurance.

The paper “ Impact of service quality, corporate image and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan” by Zameer, Tara, Kausar, and Mohsin is an empirical study of 200 respondents in Pakistan. The results suggest that customer perceived value is increased by a higher perceived service quality and high customer perceived satisfaction.

The paper “Classification of service quality attributes using Kano’s model: a study in the context of the Indian banking sector” by Bandyopadhyay is an empirical investigation of 1,800 customers in Delhi in India. The data are treated by an integration of two methods for the study of customer satisfaction, and findings are that service quality may be more multidimensional than we previously thought.

The paper “Customer responses to CSR in the Pakistani banking industry” by Khan, Ferguson, and Pérez is an empirical study of 375 bank customers in Islamabad and Rawalpindi in Pakistan. The study finds that CSR plays an important role for increasing bank customer loyalty, service quality, and trust.

The paper “Conceptualization and measurement of customer perceived value in banks: a Brazilian contribution” by Parente, Costa, and Leocádio develops a multiple item measurement scale for perceived value. They develop and test their scale in two empirical studies, of which the first is 167 respondents, and the second is 244 respondents in Fortaleza, Brazil. Findings are that perceived value can be measured by variables that are probably specific to Brazil. Future research should consider country-specific value measurement more in detail.

The paper “Factors affecting adoption of internet banking in Jordan: chartered accountant’s perspective” by Rawashdeh is an empirical study of 298 Jordanian chartered accountants. The findings confirm the technology acceptance model, which says that perceived usefulness and perceived ease of use are important factors for the adoption of technology by users.

The paper “Intention to adopt the internet banking in an emerging economy: a perspective of Indian youth” by Yadav, Chauhan, and Pathak is an empirical study of 210 young Indian respondents. Results are that perceived usefulness, attitude toward internet banking, subjective norms, and behavioral control influence internet banking adoption. The perception of risk does not influence internet banking adoption, as far as Indian youth are concerned.

The paper “Investigating the factors influencing the adoption of m-banking: a cross cultural study” by Mortimer, Neale, Hasan, and Dunphy is an empirical investigation of 348 respondents in Thailand and Australia. The findings are that the causes for mobile banking are partially different in Australia and Thailand, suggesting that there is a need for more research on how technology adoption differs between countries. In particular, existing models are more suited to developed countries, such as Australia, whereas customers in countries that are developing, such as Thailand, follow partially different models for internet banking adoption.

The paper “The influence of personal values and demographic variables on customer loyalty in the banking industry” by Henrique and Matos is an empirical study of 891 bank customers in Brazil. Findings are that customers who are relatively more inclined to value growth and achievement in their personal life are less loyal to their bank. The study shows that personal values are important for differentiating between bank customers, and consequently also for segmentation.

In this issue, there are relatively many contributions from countries that are not traditionally the most frequent contributors to the International Journal of Bank Marketing. The application of existing models for bank marketing to these new application areas is potentially a rich source of information for bank marketing. Not only because bank marketing can separate national characteristics from international ones, but also because banks that operate in both established and new banking research markets can benefit from knowing how they differ. The relevance of International Journal of Bank Marketing as a source of knowledge about international bank marketing practice is growing.

Kent Eriksson and Hooman Estelami