Measuring stereotypes in the banking industry – an application to client relational benefits

Abstract

Purpose

Despite interest in social stereotypes such as gender, race and age, professional stereotypes of frontline employees is still a new topic that requires measurement in the banking services. The purpose of this paper is to develop and validate a reliable banker stereotype scale that reflects all useful dimensions.

Design/methodology/approach

A multi-dimensional scale is developed using a mixed method in the French context. Qualitative data were collected from two samples (11 private banking clients, 17 retail banking clients). Quantitative data were collected from two diversified samples built by quotas: an exploratory sample (n = 226) and a confirmatory sample (n = 579). Exploratory and confirmatory factor analyses were conducted to test and validate the scale.

Findings

The measurement scale proves to be valid and reliable. The scale is then used in a conceptual model as an explanatory factor of expected relational benefits where relations are analyzed using structural equation modeling. The model successfully provides some explanatory links between the banker stereotypes and the expected relational benefits.

Practical implications

The concept of the professional stereotype can be further used to better understand relationship quality and customer satisfaction through relational benefits, and more widely as a part of the know your customer (KYC) and corporate social responsibility (CSR) procedures.

Originality/value

The scale identifies four behavioral dimensions (partner, paternalistic, subordinate and shark) and one about dress code (formal clothing).

Citation

Hobeika, J. (2021), "Measuring stereotypes in the banking industry – an application to client relational benefits", International Journal of Bank Marketing, Vol. 39 No. 7, pp. 1292-1309. https://doi.org/10.1108/IJBM-08-2020-0431