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How personal advisors make a difference in serving “almost rich” bank customers
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2016 (English)In: International Journal of Bank Marketing, ISSN 0265-2323, E-ISSN 1758-5937, Vol. 34, no 6, 904-923 p.Article in journal (Refereed) Published
Abstract [en]

Purpose

The purpose of this paper is to explore mass affluent customer perceptions of the service quality delivered by personal advisors and banks, and the contributions of personal advisors and banks to customer satisfaction; and also to analyse the strength of the relationship between customer satisfaction with personal advisors and banks.

Design/methodology/approach

A survey composed of items designed to mirror service quality practices used in the mass affluent segment was administered to customers of a major Swedish bank. Statistical analyses of the responses were performed.

Findings

Four service quality dimensions are identified as salient to customer satisfaction: interpersonal behaviour, knowledge, service portfolio, and trust. The relative importance of these dimensions depends on whether customer satisfaction with the personal advisor or the bank is focused. Moreover, the analysis indicates a double “rubbing off” effect where customer satisfaction with the personal advisor influences customer satisfaction with the bank and vice versa.

Originality/value

The unexplored separation of service quality provided by the bank and the personal advisor is central to perceived service quality. The study focuses on customer satisfaction in the mass affluent segment, which is an unexplored context different from retail banking.

Place, publisher, year, edition, pages
2016. Vol. 34, no 6, 904-923 p.
Keyword [en]
Bank, Customer satisfaction, Mass affluent segment, Personal advisor, Service quality
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:miun:diva-28803DOI: 10.1108/IJBM-03-2015-0027ISI: 000386032000006Scopus ID: 2-s2.0-84986587060OAI: oai:DiVA.org:miun-28803DiVA: diva2:971581
Available from: 2016-09-16 Created: 2016-09-16 Last updated: 2016-12-12Bibliographically approved

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Wahlberg, OlofÖhman, PeterStrandberg, Christer
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf