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Article
Publication date: 1 February 2011

Sergios Dimitriadis, Athanasios Kouremenos and Nikolaos Kyrezis

Trust has proven to be a key variable in understanding and predicting consumer behavior in the self‐service technology and e‐commerce contexts. However, it has never been examined…

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Abstract

Purpose

Trust has proven to be a key variable in understanding and predicting consumer behavior in the self‐service technology and e‐commerce contexts. However, it has never been examined as a segmentation variable. This study seeks to investigate the possibility of using trust in two self‐service bank channels: internet, and phone banking, to segment potential users of these channels.

Design/methodology/approach

Using data from a survey of 762 real bank customers discriminant analysis is used to test variables differentiating two groups of customers having, respectively, “high” and “low” trust in internet and phone banking.

Findings

Results show that the groups of “high” and “low” channel‐trustors are different in a number of attitudinal, behavioral and psychographic criteria. In addition, the two groups react differently in terms of intention to use internet, and phone banking.

Research limitations/implications

This work contributes to existing literature on trust by opening an additional use of and a new research perspective on trust. Its findings are limited to the sector, technology and cultural context of the study.

Practical implications

In this paper several suggestions for bank managers to better target the adopters of self‐service technology‐based channels are discussed.

Originality/value

This is the first attempt to examine trust as a segmentation variable and to bring evidence for its relevance for marketing decisions.

Details

International Journal of Bank Marketing, vol. 29 no. 1
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 November 2003

Christos Fotopoulos and Athanasios Krystallis

The adoption of different quality assurance schemes, such as the Protected Denomination of Origin/Geographical Indication (PDO/PGI) by the European Union, has been a response to…

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Abstract

The adoption of different quality assurance schemes, such as the Protected Denomination of Origin/Geographical Indication (PDO/PGI) by the European Union, has been a response to the growing demand for certified quality food products among consumers. Tries to offer some more insights into the effectiveness of the PDO scheme and its acceptance by the consumer. The use of conjoint analysis in exploring Greek consumers’ willingness to pay (WTP) for PDO apples from the area of Zagora, Central Greece, has been selected as one of the most appropriate approaches to that target. Opens with a brief theoretical background presentation on the concepts of food quality and labelling. Proceeds with a detailed description of the research methodology, focusing on the WTP measurement method through the use of conjoint analysis, the identification of segments based on the importance consumers attach to the PDO label and the development of their profiles. Finally, concludes with some thoughts regarding the managerial implications of the findings, the limitations of the survey and the suggested research extensions.

Details

European Journal of Marketing, vol. 37 no. 10
Type: Research Article
ISSN: 0309-0566

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