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This study aims to broaden understanding of customer helping behaviour in the banking environment and provide strategic direction for much-needed further research regarding its role and management within the customer service journey.

Gift-giving literature was further explored to identify plausible characteristics of customer helping behaviour in the banking environment.

Customers’ acts of helping could be complex in nature and may involve multiple actors, including customer helpers, gatekeepers, and other members of customer helpers’ networks. Moreover, customer helpers and their helping networks may operate in both offline and online environments, in various stages of the service experiences, and ultimately in the customer journeys. Furthermore, the help customers provide to other customers could be framed by socially constructed arrangements that seem to be (1) dynamic in nature, (2) comprising of joint efforts by multiple actors, and (3) within diverse and interlinked helping environments. Accordingly, several research implications for the banking environment are identified.

Key to services in the banking environment may be the complex and synthesised helping systems among customers that evidently could affect product adoption, use, and customer loyalty of customers receiving help throughout the service experiences and customer journeys. Accordingly, guided by gift-giving literature, the current paper sets the research agenda.

The purpose of this study is to investigate the relationship between social trends, peer influence, personal attitudes regarding real estate purchase decisions, perception of long-term property value and the mediating effect of hedging in influencing property and real estate purchases.

Using a combination of quantitative surveys, this study aims to provide a comprehensive knowledge of the factors influencing real estate buying decisions. Data were obtained from 399 young consumers in four Indian cities. Using structural equation modeling, the suggested conceptual framework is examined.

The study’s findings suggest that attitude plays an important role in influencing real estate purchase decisions. Young adults also tend to look for long-term gains or value when purchasing a home. Developing durable products for the customers is the best way to grow business, according to the results.

To the best of the authors’ knowledge, this is the first paper that examines the role of sentimental, personal and financial factors in real estate purchase decisions. The study provides insights into how these factors interact and affect the decisions of consumers in real estate. The authors hope that the findings will be useful for real estate professionals to better tailor their services to meet the needs of their customers.