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| Author: | Bell, S. J. Eisingerich, A. B. |
| Title: | The paradox of customer education: customer expertise and loyalty in the financial services industry |
| Journal: | European Journal of Marketing
2007 : VOL. 41:5/6, p.466-486 |
| Index terms: | customers loyalty financial services service quality |
| Language: | eng |
| Abstract: | The aim of this paper is to consider the dynamics of customer education by exploring the relationship between education and customer expertise and their combined effects on customer loyalty in a high involvement investment services context. The paper also considers the service context within which customer education initiatives are delivered. The paper proposes a conceptual model that formalises the research objectives as a series of testable hypotheses. An analysis of the model and the results is presented. |
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