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An exposition of consumer behaviour in the financial services industry

Antony Beckett (Senior Lecturer in Marketing, University of the West of England, Bristol, UK)
Paul Hewer (Research Fellow, Loughborough University Banking Centre, Loughborough, UK)
Barry Howcroft (Professor of Retail Banking and Director of Loughborough University Banking Centre, Loughborough, UK)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 February 2000



Deregulation and the emergence of new forms of technology have created highly competitive market conditions which have had a critical impact upon consumer behaviour. Bank providers must, therefore, attempt to better understand their customers in an attempt not only to anticipate but also to influence and determine consumer buying behaviour. The paper accordingly presents and develops a model which attempts to articulate and classify consumer behaviour in the purchasing of financial products and services. The theoretical insights generated by this model are then used to examine qualitative research data gained from focus group discussions on consumers’ attitudes to their financial providers and their financial products. Finally, these findings are examined for the potential insights they provide to bank providers attempting to identify appropriate strategies which are conducive to increased customer retention and profitability.



Beckett, A., Hewer, P. and Howcroft, B. (2000), "An exposition of consumer behaviour in the financial services industry", International Journal of Bank Marketing, Vol. 18 No. 1, pp. 15-26.




Copyright © 2000, MCB UP Limited

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