Marketplace success factors for new financial services

Abstract

Examines the effects of service offered on the success of new customer financial services in the United Kingdom. Shows that previous research has concentrated on the new product process ignoring what are termed direct factors (characteristics that affect the interaction between the service offered and the consumer). Finds that a number of characteristics describing the service core and the augmented service offering are highly correlated with success.

Citation

Easingwood, C.J. and Storey, C.D. (1993), "Marketplace success factors for new financial services", Journal of Services Marketing, Vol. 7 No. 1, pp. 41-54. https://doi.org/10.1108/08876049310026097