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Investing in Financial services products pose a challenge for customers. While the complexity confuses them, the potential misselling by financial agents lowers confidence of investors further. While dominant literature attributes the misselling to ethical reasons, this paper attempts to raise the dimension of knowledge asymmetry among various stakeholder levels in the organization as possible reason for misselling of financial services. The paper uses the dual lenses of service quality gap model and service dominant logic as possible solutions to the misselling issue.