Jean Perrien, Pierre Filiatrault and Line Ricard
Competitive pressures as well as the search for fee‐based incomes,mainly derived from cross‐selling, have forced commercial financialinstitutions to redefine their marketing…
Abstract
Competitive pressures as well as the search for fee‐based incomes, mainly derived from cross‐selling, have forced commercial financial institutions to redefine their marketing strategies and to focus on “relationship marketing”. Identifies the major problems raised by the implementation of an effective relationship approach. From this critical analysis, concludes that relationship banking is a major corporate issue, not the sole responsibility of front‐line people (account managers) – marketing and strategic issues are merging.
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Emmanuel J. Chéron, Ronald McTavish and Jean Perrien
The bank commercial market is less homogeneous than the retailmarket which justifies the development of differentiated marketingactivities to meet the distinct needs of subgroups…
Abstract
The bank commercial market is less homogeneous than the retail market which justifies the development of differentiated marketing activities to meet the distinct needs of subgroups of commercial clients. A two‐stage segmentation approach to the bank commercial market is presented. The objectives and resources of the bank with the associated costs/benefits of each segment determine the choice of target segments and whether the second stage will be performed. The first stage of the procedure is illustrated with the use of geographical statistical data and internal data on commercial clients to perform a detailed analysis of the commercial coverage of the bank. Additional data used to illustrate the second stage are the perceived importance and performance of financial services by the banks′ commercial clients. Limitations and benefits of the procedure for marketing decision making are presented in the conclusion.
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Michèle Paulin, Jean Perrien, Ronald J. Ferguson, Ana Maria Alvarez Salazar and Leon Michel Seruya
This study was designed to assess the theoretical and managerial implications of relational norms in two distinct business contexts within the same service industry. The…
Abstract
This study was designed to assess the theoretical and managerial implications of relational norms in two distinct business contexts within the same service industry. The relationship between commercial banks and client‐companies was studied using matched pairs of account managers and company representatives in Canada and Mexico. This research indicates that: relational as well as short‐term economic variables are important for successful commercial banking; front‐line personnel may not accurately assess the client’s reality; contextual differences are important with regard to both the theory and practice of management in banking.
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Michèle Paulin, Jean Perrien and Ronald Ferguson
Bases the present study, on Macneil’s relational contract theory and illustrates the conceptual and managerial importance of relational norms in a business‐to‐business service…
Abstract
Bases the present study, on Macneil’s relational contract theory and illustrates the conceptual and managerial importance of relational norms in a business‐to‐business service context. Demonstrates a clear link between the client’s perception of the strength of the bank‐client relationship, as measured by relational norms, and the client’s intention to continue to purchase financial services and to purchase new financial services, willingness to recommend both the account manager and the bank to business colleagues and, assessment of satisfaction and judgement of service quality. Finds significant differences between the assessment of the strength of the relationship by account managers and client‐company representatives; these differences would have important managerial implications in the context of commercial banking.
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Sylvaine Castellano, Insaf Khelladi, Justine Charlemagne and Jean-Paul Susini
The purpose of this paper is to understand the roles of virtual agents in a virtual co-creation context by exploring their influence on online trust. An empirical study is…
Abstract
Purpose
The purpose of this paper is to understand the roles of virtual agents in a virtual co-creation context by exploring their influence on online trust. An empirical study is conducted in the French online wine business to analyse the impacts of different dimensions of virtual agents on generating online trust.
Design/methodology/approach
Primary data were collected through a questionnaire targeting French online wine shoppers.
Findings
The results demonstrate a positive effect of the utility and hedonic functions of virtual agents on online trust. The findings also confirm the moderating role of the perceived risk.
Research limitations/implications
The authors’ convenience sample shows a bias towards a lack of familiarity with virtual agents.
Practical implications
Wine business actors need to consider their customers’ profiles in order to better adapt virtual agents’ functionality and hence improve their customers’ level of online trust while reducing their risk perception. Additionally, understanding virtual agents’ roles can help identify the underlying mechanisms that emerge in a co-creation process.
Originality/value
The study contributes to a better understanding of the human dimension of co-creation by examining the different roles of virtual agents as sources of customers’ online trust.
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Jeanne Albouy and Jean-Marc Décaudin
This paper aims to study age differences in responsiveness to shocking prosocial campaigns. It specifically investigates the differences between seniors and young adults regarding…
Abstract
Purpose
This paper aims to study age differences in responsiveness to shocking prosocial campaigns. It specifically investigates the differences between seniors and young adults regarding the persuasive effect of emotional charity campaigns, the intensity of negative emotions and empathy elicited, the affect-based persuasive process leading to the ad effectiveness and the role of perceived self-efficacy.
Design/methodology/approach
Two studies are conducted on seniors (n1 = 173; n2 = 118) and young adults (n1 = 170; n2 = 123) exposed to appeals for “Action against Hunger” incorporating various levels of emotional content.
Findings
The results indicate that seniors are more receptive to emotional campaigns but only for higher emotional ads and only regarding intention to donate. Young adults report lower levels of empathy, and findings do not suggest major age differences in the reported negative emotions after exposure to low or high emotional appeals. The affect-based persuasion differs; young adults are particularly influenced by negative emotions, whereas the persuasive effect on the elderly stems from an empathetic reaction. Self-efficacy moderates the effect of negative emotions only among older participants.
Practical implications
Social marketers are advised to use vivid and realistic stimuli to reach young people and develop these appeals in social media. For an older target audience, however, marketers are advised to use creative components and media support designed to foster personalisation and proximity.
Originality/value
This study provides a better understanding of age-related effects on emotional persuasion, and addresses the specificity of prosocial appeals involving responsiveness to the suffering of others.
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Michèle Paulin, Ronald J. Ferguson and Marielle Payaud
This empirical study of commercial banking relationships in France demonstrates that, despite the current emphasis on new technology, contact personnel remain important for the…
Abstract
This empirical study of commercial banking relationships in France demonstrates that, despite the current emphasis on new technology, contact personnel remain important for the success of professional business‐to‐business services. When account managers are changed, the business clients feel that their relationship with the bank is weaker and they judge the bank to be less client oriented. More important for the bank’s future profitability is the finding that changing account managers is negatively associated with the bank’s external effectiveness, as measured by the client’s judgement of satisfaction and service quality, by their purchase intentions and by their willingness to recommend the bank. Also, the business clients who change account managers express a greater likelihood of switching banks. In addition, the study points out the divergence between the transactional sales approach of the bank and the relational perspective of the business client. Commercial banks tend to overestimate both the degree to which they are client oriented and the benefits of technology as a substitute for human interactions with their business clients.
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Michèle Paulin, Ronald J. Ferguson and Marielle Payaud
This paper has four purposes. First, it points out and explains why the Market‐type culture, is not the culture type most conducive to business performance. This Market‐type…
Abstract
This paper has four purposes. First, it points out and explains why the Market‐type culture, is not the culture type most conducive to business performance. This Market‐type culture reflects mainly a Transactional approach to the market rather than a longer term Relational approach to clients. Second, a modification of the CVM is presented which forces the respondents to weigh the value their firm places on the client or customer compared with the other competing values in the model. This modified version can be used to describe organizational cultures which are more Relational or Transactional in nature. Third, an empirical study of commercial banking relationships in France indicated that business effectiveness was greater when both parties in the exchange (account manager and business client) perceived their respective organizations to be Relational‐type cultures. Conversely, the worst business performance was found when both organizations had Transactional‐type cultures. Fourth, the managerial implications of the paper are discussed in the context of commercial banking.
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Jasmin Bergeron and Marc‐Antoine Vachon
For many years, the financial industry has been perceived as conservative, old‐fashioned, and somewhat tedious. The purpose of this paper is to examine the effects of humour usage…
Abstract
Purpose
For many years, the financial industry has been perceived as conservative, old‐fashioned, and somewhat tedious. The purpose of this paper is to examine the effects of humour usage by financial advisors on several sales performance outcomes.
Design/methodology/approach
A survey was completed by more than 400 buyer‐seller dyads. Structural equation modeling (SEM) analyses were conducted. An important strength of SEM is its ability to incorporate the psychometric notions of constructs and measurement errors in the same estimation procedure.
Findings
A financial advisor's good sense of humour has a positive impact on the clients' perceptions of service quality, trust, satisfaction, purchase intentions, and word‐of‐mouth propensity.
Research limitations/implications
Although only customer perceptions were used, the paper suggests many ways to use the results as a spring board by sales researchers to accrue research efforts in understanding the truly rich role of humour.
Practical implications
Many practical implications are suggested to entice organizations to emphasize salespeople's humouristic skills as a competitive advantage.
Originality/value
This is believed to be the first paper to investigate the effects of humour usage in sales encounters in the financial industry. A better understanding of humour is useful for service providers owing to its mass potential, its low cost, and its positive benefits for customers and financial advisors alike.
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The purpose of this article is to analyse the conceptual approaches to competence and practice in competence management in France.
Abstract
Purpose
The purpose of this article is to analyse the conceptual approaches to competence and practice in competence management in France.
Design/methodology/approach
Extensive literature review, discussion with academic experts in the French competence network of AGRH and interviews concerning developments following the 2003 national agreement with officials of the major trade unions and employers' associations.
Findings
The conceptual approach to competence is formally comprehensive and incorporates key dimensions of the other dominant competence models. Extensive academic debate on competence does not appear to be mirrored in practice within establishments. Nevertheless, competence management has been given a major stimulus by recent legislation designed to promote lifelong learning and competence is at the centre of the reform of the training and qualifications systems.
Research limitations/implications
It is still too early to assess the extent of adoption of competence management overall in the economy but there is increasing evidence that the techniques are becoming diffused throughout the economy from leading edge cases, often larger enterprises, to smaller firms and establishments.
Practical implications
This paper provides valuable information for practitioners engaging with organisations in France.
Originality/value
This paper gives a summary of the state of the art of competence management in France.