Suchergebnisse

A fundamental requirement for the social and economic stability of any modern society is the financial security of its citizens. In that sense, financial services marketers have a unique opportunity to engage in activities that help build consumer wealth and establish a mutual sense of trust with their customers. To provide a mechanism for such an engagement, in November of 2006, a conference on the Marketing of Financial Services was hosted at Fordham University in New York. Of the nearly fifty papers that were submitted to the conference, a total of four were selected for publication in this

A fundamental requirement for the social and economic stability of any modern society is the financial security of its citizens. In that sense, financial services marketers have a unique opportunity to engage in activities that help build consumer wealth and establish a mutual sense of trust with their customers. To provide a mechanism for such an engagement, in November of 2006, a conference on the Marketing of Financial Services was hosted at Fordham University in New York. Of the nearly fifty papers that were submitted to the conference, a total of four were selected for publication in this e-book. These papers have been selected based on their innovative focus and methodical approach to improving our understanding of consumer response to the marketing actions of financial services providers. As such, they contribute to our understanding of how financial services marketers could work hand-in-hand with consumer literacy advocates, regulators, academicians, and consumers to improve the impact of their marketing activities.

ABSTRACTExisting research profiling consumer financial sophistication has examined specific decision errors that consumers may make in financial matters. While these errors have been replicated in multiple studies over the years, most have emerged from highly controlled experimental settings or through consumer surveys that measure only specific categories of financial behavior. This paper extends existing research on financial sophistication by utilizing an ethnographic study conducted over a 5‐year time period. Results indicate that while some of the traditional categories of decision errors defined in earlier research affect consumers, decision errors not thoroughly examined in previous academic studies can have a notable and growing effect on consumers' financial decisions. Emerging categories of financial decision errors are identified, and shifts in consumers' financial behavior resulting from the financial crisis are profiled. Copyright © 2014 John Wiley & Sons, Ltd.

This article examines the impact of competition and complaint handling procedures on the creation of outstanding complaint resolutions. Using a survey of consumer selfreports of delightful and disappointing complaint experiences, competition is found to have a direct but nonlinear relationship with delight in consumer complaint resolutions. Moreover, the relative impact of consumer loyalty as well as various aspects of complaint handling procedures on the creation of delightful or disappointing resolutions to consumer complaints is examined. Consumer delight and disappointment with complaint outcomes are found to be primarily influenced by compensatory aspects of complaint resolutions.

Existing research in services marketing has mostly focused on service encounters in which the service provider fails to meet customer expectations. Service encounters in which customer expectations are exceeded have not been as thoroughly examined. This article focuses on service encounters characterized by service provider generosity: the act of giving customers value beyond their expectations. Utilizing an experimental research design, the authors demonstrate that consumer reactions to such behavior are moderated by the organizational level of the service provider as well as the existence of a past purchase history. Counter to conventional belief, under certain conditions, overgenerosity may hinder customer assessments of a service. The article concludes with a discussion of the implications for services marketing strategy and research.