International Journal of Bank Marketing (Int J Bank Market )

Publisher: MCB University Press, Emerald


The International Journal of Bank Marketing aims to present the latest thinking, practice and research findings on issues of current or future concern to banking and financial services marketers. The focus of the journal is in the adoption and implementation of marketing management and planning, within both the personal and corporate financial sectors. Examining the adoption of new marketing strategies and its mix and research and critical analysis, make the journal an invaluable source for both academics and corporate practitioners worldwide. Articles published in the journal are subject to double blind peer reviewing to ensure its relevance and quality.

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  • Website
    International Journal of Bank Marketing website
  • Other titles
    International journal of bank marketing (Online), Bank marketing
  • ISSN
  • OCLC
  • Material type
    Document, Periodical, Internet resource
  • Document type
    Internet Resource, Computer File, Journal / Magazine / Newspaper

Publisher details


  • Pre-print
    • Author can archive a pre-print version
  • Post-print
    • Author can archive a post-print version
  • Conditions
    • Voluntary deposit by author of author's pre-print or author's post-print allowed on author's personal website or Institutional repository, where there is no mandate to deposit
    • If mandated by a funding agency, the author's post-print may be deposited in any open access repository after a 24 months embargo period
    • Author's pre-print and Author's post-print not allowed on subject-based repository
    • Must link to publisher version with DOI
    • Publisher's version/PDF cannot be used
    • Published source must be acknowledged with set statement
    • Non-commercial
    • Publisher last contacted on 02/04/2013
  • Classification
    ​ green

Publications in this journal

  • [Show abstract] [Hide abstract]
    ABSTRACT: Purpose ‐ The purpose of this paper is to examine the technical and relational value proposition preferences of credit union members and to examine the relationship between their preference and patronage activity. Design/methodology/approach ‐ A total of 800 members of credit unions were surveyed. Exploratory factor analysis was used and four factors were extracted incorporating technical and relational dimensions of the credit union service. Member value proposition preferences are examined and the relationship to patronage activity of the credit union was explored. Findings ‐ The majority of members express a higher or equal preference for a relational rather than a technical value proposition. Those that express a greater or equal preference for relational value are more likely to have a higher level of patronage activity. Research limitations/implications ‐ Credit unions are member-owned financial institutions and hence the study is context dependent. Credit unions are member-owned financial institutions and hence relational value may be more significant than in the case of non-member owned entities. Practical implications ‐ The research highlights the importance of consideration of relational value in financial services entities whose competitive advantage lies in the relational. In terms of the credit union, the impact on the relational value proposition of the credit union must be considered in the design and implementation of industry restructuring. Originality/value ‐ This paper extends the emotional value and interactive quality construct to incorporate a greater relational focus which the paper suggests is of greater relevance to high-contact financial services. The research in this paper also extends beyond the criticised static focus of consumer perceived scales (consumer perceived value) and the episode focused service quality scales. Hence, it has a more longitudinal and holistic focus. The paper also incorporates a preference between benefits approach rather than an evaluative or trade-off between benefits and costs framework.
    International Journal of Bank Marketing 08/2014; 32(6).
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    ABSTRACT: Purpose – The purpose of this paper is to explore barriers, the mediating role of usability and the moderating effects of self-efficacy and perceived image on consumers’ attitudes towards use of mobile banking in Iran. Design/ methodology/ approach – Based on the consumer data collected through a survey, structural equations modeling (SEM) and path analysis were employed to test the research model. Findings – The results revealed that “system compatibility” was found to be the main factor affecting users’ attitudes towards use of mobile banking. “Resistance” showed a significant negative effect on both ease of use and usefulness. “Perceived usefulness” mediated the relationship between ease of use and users’ attitudes. At last, contrary to self-efficacy which showed no significant effect, perceived image moderated the relationships between usefulness and attitude. Research limitation/implication – The sample was only composed of mobile banking users and non-users were not studied. Originality/value – Past studies have seldom examined the role of individual drivers like self-efficacy and social drivers like perceived image as moderating variables in the context of developing countries. Keywords Mobile banking; Attitude; Self-efficacy; Perceived image
    International Journal of Bank Marketing 07/2014;
  • International Journal of Bank Marketing 07/2014; 32(5).
  • International Journal of Bank Marketing 07/2014; 32(5):408-428.
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    ABSTRACT: Purpose ‐ The purpose of this paper is to investigate an integrated model mapping the influence of brand affinity, customer experience, and customer satisfaction on brand equity in retail banking. Design/methodology/approach ‐ Data were collected from 315 banking customers in Trinidad and Tobago through personally administered structured questionnaires and analyzed with Structural Equation Modelling. Findings ‐ The findings showed the mediating role of customer satisfaction in brand equity relationships. The results also showed the pivotal role of brand affinity, customer satisfaction, and service experience in explaining brand equity. Practical implications ‐ The study provides an integrated approach to brand building. It also offers an objective framework brand owners can use to evaluate marketing investments. It also provides a clear brand differentiation strategy for bank brands. Finally, it introduces cross-cultural research in brand equity which can be a useful competitive tool for indigenous banks and foreign banks seeking market expansion strategies. Originality/value ‐ This research is one of the few studies that analyzed brand equity in retail banking. It advanced a brand equity framework that explores the mediating role of customer satisfaction and provides a guide to uplift perceptions and stimulate customer confidence in the banking sector.
    International Journal of Bank Marketing 05/2014; 32(4).
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    ABSTRACT: Purpose ‐ The price war and intense competition in Indian banking industry have exposed banks to one of the major threat of switching. Consumers are now more price and service conscious in their financial services purchasing behaviour. They are more prone to change their banking behaviour as banking products and services are nearly identical in nature. The purpose of this paper is to provide an insight of the drivers that lead a customer switch from one service provider to another in Indian banking industry using exploratory design. Design/methodology/approach ‐ The impacts of the influencing factors have been studied and tested empirically using exploratory factor analysis. Quantitative data have been collected by means of questionnaire employed from Clemes et al. and administered to 296 banking customers of Rajasthan utilizing convenience sampling. Findings ‐ Results reported that price, reputation, responses to service failure, customer satisfaction, service quality, service products, competition, customer commitment and involuntary switching have their significant effect on customers' switching behaviour. Research limitations/implications ‐ The findings of present study can be used by the Indian banks for their product and service designing strategies, marketing strategies and customer services practices in order to reduce customer switching. It would help them in improving their service operations and also in increasing customer satisfaction and loyalty by understanding the banking behaviour of their customers. Originality/value ‐ The originality lies in the fact that this study is one of few which have focused on the drivers leading to the switching intentions of Indian banking customers.
    International Journal of Bank Marketing 05/2014; 32(4).
  • [Show abstract] [Hide abstract]
    ABSTRACT: Purpose ‐ The purpose of this paper is to examine customer corporate social responsibility (CSR) expectations in the crisis context of the Spanish banking industry. The paper also takes into consideration the role that corporate governance structure plays in customer CSR expectations. Design/methodology/approach ‐ Analysing 648 customers of savings banks and 476 customers of commercial banks, several univariate statistics and two cluster analyses are implemented. Findings ‐ The authors identify significantly consistent patterns in the CSR expectations of savings banks and commercial banks customers. The customers of both types of banking companies have similar high expectations concerning the CSR oriented to customers, shareholders and supervising boards, employees, the community and legal and ethical CSR. Also customers of both types of banking companies can be consistently classified as customer oriented, legally (customer)-oriented and CSR-oriented customers depending on their CSR expectations. Practical implications ‐ These results have interesting implications for managers because it allows them to develop optimal CSR based on their customers' expectations. In this regard, it is observed that the CSR expectations of savings banks and commercial banks customers are quite homogeneous in such a way that the traditional differentiation in the CSR implemented by savings banks and commercial banks may be no longer justified. Originality/value ‐ Previous scholars who have analysed customer CSR expectations have not studied them in a crisis context. This paper contributes to literature by proposing new managerial strategies for companies facing a product or corporate crisis. Scholars studying customer CSR expectations in the banking industry have not considered the role of corporate governance structure either. This paper provides detailed information about the CSR expectations of savings banks customers and commercial banks customers.
    International Journal of Bank Marketing 04/2014; 32(3).
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    ABSTRACT: Purpose - This paper uses psychological theory to improve our understanding of financial advice-taking. We study how a working alliance between financial service customers and advisors affects the advisor’s assessment of the financial service buyer’s perceived risk preferences, and what role trust plays as a mediating variable.Design/methodology/approach - We obtained data by means of a questionnaire that was answered by 375 matched pairs of bank advisors and customers.Findings - This paper explains how the working alliance method – a concept from psychotherapeutic theory – between financial service customers and advisors affects the advisor’s understanding of the financial service buyer’s perceived risk preferences. The paper also finds that the role of trust is perceived differently by the advisor and the customer. Advisors see that as their clients learn to trust them they lose touch with the customer’s perceived risk preferences, whereas customers do not perceive that their trust in the advisor has any relationship to their risk preferences.Practical implications - This results suggest that advisors lose touch with the risk preferences of trusting customers, and that psychological methods are needed if the advisor should actually understand customer perceived risk preferences. Originality/value - The paper advances psychological methods in marketing, and provides a partial answer to the difficulties of financial advice giving.
    International Journal of Bank Marketing 04/2014; 32(3):5-5.
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    ABSTRACT: Purpose ‐ The purpose of this paper is to investigate the lender-borrower relationship as it relates to Sannong loans for agricultural and rural financial markets by Rural Credit Cooperatives (RCCs) and other rural lenders. This paper is motivated by recent reforms to the rural credit market designed to encourage increased lending, particularly to farmers. Little is understood about the lender-borrower relationship in rural China. This paper fills that gap. Design/methodology/approach ‐ The paper investigates relational attitudes between 120 loan officers at RCCs in China's costal Shandong province, paired with a field survey using matched questions to 394 farm households in the same region. Pairing lenders' perception toward borrowers regarding RCC microcredit lending mechanism, against borrowers' perception toward lenders and how themselves were perceived by lenders in the same regards, the paper investigates the degree of disconnect between lenders and with distinct cluster groupings based on their perceptions, the paper analyzes the influence of demographics on the borrower and lender cluster memberships. Findings ‐ The paper identifies four borrower clusters and two lender clusters. Borrower clusters are segmented on credit access and satisfaction with their rural lender. The paper also identifies two lender clusters, segmented principally on financial incentives and lending activities. While all lenders view farming with higher regard than farmers believe they do, one cluster is clearly pro-farmer while the second is somewhat indifferent. Indifference is more related to current portfolio activities. The paper draws conclusions that policy initiatives should be put in place at RCCs that close the gap between lender and borrower in their credit relationship. Rural lenders should concentrate on advocating RCCs' care and trust toward agriculture and farm households. At the institutional level, effort should be extended to train a dedicated team of loan officers that specialize in servicing farm households with standardized lending practices. This research provides financial institutions with outreach mechanisms to borrowers, while also training lenders to borrowers' sensitivities. Originality/value ‐ Management studies of RCCs are few. This is the first paper that the authors are aware of that studies farmer and lender attitudes on the same scale.
    International Journal of Bank Marketing 04/2014; 32(2).
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    ABSTRACT: Purpose ‐ A society's potential economic gains from replacing cash-based payments with electronic payments are large, and mobile payments may help this transition. The purpose of this paper is to understand consumers' attitudes on start using mobile payment services. Design/methodology/approach ‐ The study builds on quantitative data from a proof of concept test of a mobile payment service that was done in Sweden in 2011. The theoretical foundation rests on technology adoption models (TAM) and diffusion of innovation theories. Findings ‐ The study finds that the most important factor explaining whether consumers are likely to use a mobile payment service is ease of use. In addition, relative advantage, high trust, low perceived security risks, higher age and lower income were associated with a positive view on adopting the service. Research limitations/implications ‐ The results leads to the conclusion that studies of innovation in the payment industry cannot rely on TAM and innovation diffusion theory alone. Theories on learning, network economies and value-creation must also be included if change processes in payment systems are to be fully understood. Practical implications ‐ Companies aiming to launch mobile payment services must understand that consumers' put high importance on reliability of such services and that trust in services is built via learning process. If consumers learn to use the service, the probability they also start to trust it increases. This means that the launch of services must be designed as learning processes for consumers and merchants. Originality/value ‐ The newness in this paper is, first, that the TAM model is tested quantitatively in a regression analysis using data from Sweden, and, second, that the traditional theories used to explain consumers' use of new types of payment services are discussed and suggestions for additional, complementary theories are proposed.
    International Journal of Bank Marketing 04/2014; 32(2).
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    ABSTRACT: Purpose ‐ The purpose of this research paper is to define the factors that a bank would require to have in order to succeed in the traditionally unbanked segment of the East African region. The paper specifically looks at approaches used by banks to make banking affordable and accessible to most Kenyans. Most banks are turning their focus to the traditionally unbanked with all of them competing in an ever decreasing market. Design/methodology/approach ‐ The research was carried out by using both primary and secondary data. Primary data were collected using a survey questionnaire administered to customers of banks in Kenya whilst secondary data were collected from the banking survey of Kenya reports. Respondents were sampled using convenient sampling method. Findings ‐ The paper found empathy and satisfaction to be the major critical success factors (CSFs) for these banks. This implies that customers who visit these banks are more concerned with the attention they receive when they seek financial services. It was also found that there was significant difference between banks that cater for the traditionally unbanked customers (TUC) and those that do not. Research limitations/implications ‐ Management of banks should put into cognizance aspects of empathy and satisfaction which are the identified CSFs. This will enable them to improve and sustain their competitiveness in the banking sector. Practical implications ‐ The paper puts forward market practices which can inform policies and guide other financial institutions that would want to provide services to the TUC. Originality/value ‐ The paper introduces the concept of service quality for TUC who were left out in the banking sector in Kenya.
    International Journal of Bank Marketing 04/2014; 32(2).
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    ABSTRACT: Purpose ‐ The purpose of this paper is to propose a reliable and valid integrative scale for online relationship quality based on both the relationship marketing and electronic commerce literature. Design/methodology/approach ‐ The scale was developed using the approach put forward by Churchill (1979). The scale development and validation process includes a qualitative exploratory phase, three pre-tests and a final study using an online questionnaire (476 members of a consumer panel). Findings ‐ The findings support a third-order integrative model of online relationship quality composed of three dimensions (trust, commitment and satisfaction). The final scale is composed of 21 items. Research limitations/implications ‐ The study shows a lack of discrimination between satisfaction and trust, which other studies have also found. As the scale is validated in only one sector, online banking, it should be tested and replicated in other contexts (e.g. insurance). Practical implications ‐ An instrument for assessing the quality of online relationships between banks and consumers is important for marketing professionals who want to determine their relational positioning and focus on those dimensions that promote long-term online relationships. The scale developed here can be used to assess customers' perceptions of the quality of the relationship with an online financial institution, to segment those customers more effectively, and to improve targeting of marketing strategies and activities. Originality/value ‐ This study contributes to the enrichment of the body of theory and provides researchers with a tool for the further investigation of the quality of online relationships.
    International Journal of Bank Marketing 01/2014; 32(1).
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    ABSTRACT: Purpose ‐ Despite the fact that customer satisfaction is among the most widely used metrics by managers, the link with share of deposits tends to be weak. Using a recent innovative approach termed the "Wallet Allocation Rule (WAR)" this research investigates whether measuring satisfaction relative to other competitors used exhibits a stronger correlation to share of deposits compared to measuring absolute satisfaction with the focal firm/product. Design/methodology/approach ‐ A survey approach was used with a sample of 4,712 banking customers across the USA. Using the WAR, each respondent's satisfaction ratings were transformed into relative rankings and used to estimate their share of deposits. Findings ‐ The results confirmed that at both the individual and the aggregate level examining relative ranked satisfaction correlates strongly with customers' share of deposits. At the individual level relative satisfaction explains 55 percent of the variance in share of deposits, as opposed to only 9 percent for absolute satisfaction. Practical implications ‐ The findings indicate that managers need to rethink their current approach to satisfaction measurement and consider measuring their customers' satisfaction relative to competitors used. Furthermore, using aggregate level absolute satisfaction in managerial decision making can be misleading. Originality/value ‐ This research provides a significant contribution to both the banking literature and the scientific literature in general by examining the robustness of a relative metrics approach within the retail banking and credit union market.
    International Journal of Bank Marketing 01/2014; 32(1).