Price, brand cues, and banking customer value

Price, brand cues, and banking customer value Purpose – The purpose of this work is to elucidate how price, brand cues and customer value are related, and to explore the influence of price and brand cues through service quality and perceived risk on customer value, focusing specifically on Taiwan. Design/methodology/approach – Samples were collected using a questionnaire which assessed the quality of our measurement efforts by investigating reliability and validity. We then compared our hypothesized model with a rival model based on the overall fit, parsimony, and percentage of model parameters that were statistically significant. Findings – Service quality is found to be positively affected by brand cues, whereas perceived risks are negatively influenced by price cues. Exactly how customer value is affected by the service quality and perceived risk is considered. Brand cues notably indirectly affect customer value through service quality, whereas price cues notably indirectly affect customer value through perceived risk. Research limitations/implications – For future research, how other external cues may influence perception of quality and risk with extrinsic information should be discussed. Practical implications – In practice, bank managers can hone the relevant cues and optimize investments to raise service quality or lower consumers' perceived risk. Originality/value – This study provides a new perspective of the “structural” relationships among price and brand cues, service quality and perceived risk. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Loading next page...
 
/lp/emerald-publishing/price-brand-cues-and-banking-customer-value-h0uIwIx6CT
Publisher
Emerald Publishing
Copyright
Copyright © 2005 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652320510591720
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this work is to elucidate how price, brand cues and customer value are related, and to explore the influence of price and brand cues through service quality and perceived risk on customer value, focusing specifically on Taiwan. Design/methodology/approach – Samples were collected using a questionnaire which assessed the quality of our measurement efforts by investigating reliability and validity. We then compared our hypothesized model with a rival model based on the overall fit, parsimony, and percentage of model parameters that were statistically significant. Findings – Service quality is found to be positively affected by brand cues, whereas perceived risks are negatively influenced by price cues. Exactly how customer value is affected by the service quality and perceived risk is considered. Brand cues notably indirectly affect customer value through service quality, whereas price cues notably indirectly affect customer value through perceived risk. Research limitations/implications – For future research, how other external cues may influence perception of quality and risk with extrinsic information should be discussed. Practical implications – In practice, bank managers can hone the relevant cues and optimize investments to raise service quality or lower consumers' perceived risk. Originality/value – This study provides a new perspective of the “structural” relationships among price and brand cues, service quality and perceived risk.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: May 1, 2005

Keywords: Investments; Prices; Brands; Customer services quality; Consumer risk; Taiwan

References

  • Service quality and operating efficiency synergies for management control in the provision of financial services: evidence from Greek bank branches
    Athanassopoulos, A.D.
  • Customer satisfaction cues to support market segmentation and explain switching behavior
    Athanassopoulos, A.D.
  • Symbolic and functional positioning of brands
    Bhat, S.; Reddy, S.K.
  • The role of economic value, social value, and perceptions of fairness in interorganizational relationship retention decisions
    Gassenheimer, J.B.; Houston, F.S.; Davis, J.C.
  • Employee performance cues in a hotel service environment: influence on perceived service quality, value, and word‐of‐mouth intentions
    Hartline, M.D.; Jones, K.C.
  • Intelligence generation and superior customer value
    Slater, S.; Narver, J.C.
  • Perceived risk: further considerations for the marketing discipline
    Stone, R.N.; Gronhaug, K.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off