How do customers of a financial services institution judge its communications

Madden, Kym & Perry, Chad (2003) How do customers of a financial services institution judge its communications. Journal of Marketing Communications, 9(1), pp. 113-127.

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Communications are important for relationships within a marketing channel from both a theoretical and managerial perspective. Yet it is a problematic area for scholars. Thus, this research addresses the problem of how do customers of a financial services institution perceive communications with an ideal institution? This study's case research methodology used in-depth interviews with 34 carefully selected customers of a building society. The factors that make up customers' attitudes about corporate communications for an ideal financial services institution were identified and actual perceptions were compared against that ideal. The findings confirmed the importance of communications for customers in a relationship with a financial services provider and suggested communication priorities for customers in this context. In addition, the findings suggested sources of communication dissatisfaction for customers. These findings build upon the literature that speculates about customer perceptions of communications with organizations but provides little evidence to support hypotheses. The contributions arose from the emphasis on the customers' own attitudes and the patterns found within them.

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3 citations in Scopus
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ID Code: 23236
Item Type: Journal Article
Refereed: Yes
DOI: 10.1080/1352726032000056846
ISSN: 1352-7266
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Deposited On: 17 Jun 2009 13:46
Last Modified: 29 Feb 2012 12:59

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