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The purpose of this paper is to analyse the impact of employee job satisfaction and affective commitment as perceived by customers on customer perceived value, more specifically its benefits dimensions.

A total of 652 panellists from a large Canadian polling firm self-administer a web-based questionnaire. To measure customer perceived value, a formative index is used which contributes to topical literature through a unique methodology. Hypotheses are tested using a structural equation model.

An analysis of the direct, indirect and total effects confirms the unique positive impact of employee job satisfaction and affective commitment, as perceived by customers, on the emotional, social, relationship and epistemic benefits, as well as on the formative index of customer perceived value.

Customer perceptions of employee attitudes (job satisfaction and affective commitment) represent a unique opportunity for banks to differentiate their value proposition in a hypercompetitive market.

This study is the first to consider customer perceptions of employee job satisfaction and affective commitment in relation to a formative index of customer perceived value and its related benefits dimensions.

This study seeks to examine the impact of mobile service experience on trust of elderly consumers in their financial institution and assess whether age (55–64 years vs 65+ years) exerts a moderating influence.

A self-administered questionnaire was completed online by 390 panelists (aged 55 years or more) who use their mobile devices to conduct banking activities. A multigroup analysis was conducted to assess the moderating role of age.

Results confirm the presence of links between four out of five dimensions of the mobile banking service experience (cognitive, positive affective/sensory, negative affective and social) and trust. Findings further point to age-specific variation in the impact of mobile service experience dimensions on trust, thus supporting the notion that the elderly represents a clientele with different experiential needs. More specifically, whereas the social dimension has a greater influence on trust in individuals 65 years of age and over (seniors), the positive affective/sensory dimension exerts a deeper marked impact on trust in individuals 55–64 years of age (pre-retirees).

Although generations and chronological age are powerful segmentation variables, it might be interesting to consider perceived age. Redoing the study in a post-COVID context would also be an interesting avenue of research.

The ageing market is important for banks. This study highlights, in an m-banking context, which dimension of experience to focus on in order to improve trust in banks for pre-retirees (emotional/sensory dimension) and seniors (social dimension).

This study is the first to consider mobile service experience of elderly individuals as well as the impact of each of the experience dimensions on an important relational variable, namely trust. By considering the age of individuals as a moderating variable, this study also provides an in-depth examination of age-related links and presents a number of relevant recommendations for financial institutions.

This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications (m-banking apps).

An online survey was conducted among 759 Canadian consumers who had used m-banking apps in the previous six months. To test the research hypotheses, a causal model using structural equation modeling was developed.

The results reveal that, in the m-banking context, brand attachment is associated with three MSQ dimensions – value-added features, security/privacy and interactivity – and positive WOM, with the usability dimension replacing interactivity in this case. Brand attachment is also associated with positive WOM.

To promote WOM, mobile banking managers should foster brand attachment and improve MSQ, mainly in terms of value-added features.

This is the first study to examine the relationships between brand attachment, mobile service quality and WOM in the context of m-banking apps. It also highlights the prominent role of value-added features available on m-banking apps to persuade customers.

The purpose of this paper is to classify live chat service users in the banking industry and provide relevant descriptive information on each group to be able to suggest appropriate strategies to managers.

A total of 682 panelists from a large Canadian polling firm self-administer a web-based questionnaire. Respondents are users of financial sector live chat services. Two-step cluster analysis was performed.

Four groups emerge from the analysis. Young frequent users (Group 1) attach dominant importance to speed of service, whereas computer users (Group 3) and conservative users (Group 4) who avail themselves of live chat services via computer focus on ease of use.

This study, which details four groups of live chat service users in the banking industry, enables managers to better adapt their strategies to the different market segments with a view to providing customers with better quality service and enhancing their experience.

The study presents the first live chat service classification to detail user profiles and examine differences at the before, during and after phases of the user experience. Findings enrich the body of academic literature in the service sector, in particular literature focusing on customer service in the banking industry. The paper also provides an interesting managerial framework for the implementation of successful, segment-specific strategies.

This study aims to examine the antecedents of privacy concerns in the era of artificial intelligence. Specifically, it focuses on the impact of various factors related to interactions with a chatbot (creepiness and perceived risk) and individual traits (familiarity with chatbots and need for privacy) in relation to privacy when interacting with a chatbot in the context of financial services. The moderating effect of gender on these relationships was also examined.

A total of 430 Canadians responded to an online questionnaire after interacting with a chatbot in the context of a simulated auto insurance quote. A structural equation model was used to test the hypotheses.

The results showed that privacy concerns are influenced primarily by creepiness, followed by perceived risk and the need for privacy. The last two relationships are moderated by gender. Conversely, familiarity with chatbots does not affect privacy concerns in this context.

This study is the first to consider the influence of creepiness as an antecedent of privacy concerns arising from interactions with AI tools and highlight its key impacts. It also shows how gender moderates specific relationships in this context.

This case is used in Darden's core Marketing course and in the Pricing elective. It would work well in course modules covering the topics of branding or product line management. A teaching note is available for instructors. Soon after Pernod Ricard acquires Absolut vodka and other brands, the economic downturn results in changes in purchasing behavior away from premium to standard products. Brand managers consider whether to introduce a “basic” Absolut, promote a lower-priced alternative, or rebrand other vodkas under the Absolut brand to trade on its considerable brand equity.

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.

New information and communication technologies are constantly emerging, altering business methods, and particularly, the relationship an organization establishes with its customers. Therefore, it is essential to analyse the impact of these technologies on customer behaviour. The purpose of this study is to explore, in the banking sector, the impact of customers’ use of self‐service technologies on their interest in a relationship approach, and consequently in a long‐term personalized relationship. A survey of 242 adult students reveals that there is no real impact of the use of self‐service technologies on interest in a relationship approach. Respondents who use these technologies extensively do not place more or less importance on their relationship with a given bank.

The purpose of this paper is to propose a reliable and valid integrative scale for online relationship quality based on both the relationship marketing and electronic commerce literature.

The scale was developed using the approach put forward by Churchill (1979). The scale development and validation process includes a qualitative exploratory phase, three pre-tests and a final study using an online questionnaire (476 members of a consumer panel).

The findings support a third-order integrative model of online relationship quality composed of three dimensions (trust, commitment and satisfaction). The final scale is composed of 21 items.

The study shows a lack of discrimination between satisfaction and trust, which other studies have also found. As the scale is validated in only one sector, online banking, it should be tested and replicated in other contexts (e.g. insurance).

An instrument for assessing the quality of online relationships between banks and consumers is important for marketing professionals who want to determine their relational positioning and focus on those dimensions that promote long-term online relationships. The scale developed here can be used to assess customers’ perceptions of the quality of the relationship with an online financial institution, to segment those customers more effectively, and to improve targeting of marketing strategies and activities.

This study contributes to the enrichment of the body of theory and provides researchers with a tool for the further investigation of the quality of online relationships.

The aim of this paper is to explore and better understand e-relationship marketing and to identify elements (key concepts) that are predominant to ensure success via the internet.

The exploratory cognitive mapping technique (Cossette, 2004) employs three types of respondents, namely a banking expert, online banking customer and academic expert.

The study points up similarities with traditional relationship marketing (e.g. satisfaction, commitment by bank) and identifies several new concepts spawned by the web-based environment. More precisely, the study highlights the importance of the simplicity and ease of the customer's web experience.

The exploratory and qualitative nature of this study opens the door to validation with a broader sample using a self-administered questionnaire developed based on the cognitive mapping technique.

In addition to guaranteeing customer satisfaction, it is important: that customers perceive the bank's investment in and commitment to the e-relationship strategy; and, that customers enjoy a highly positive web experience (e.g. perceived quality of site and ease-of-use).

Research findings result in an enhanced understanding of e-relationship marketing. Also, given the combination of sparse use of cognitive mapping in marketing and investigation of three different types of subjects (banking expert, online banking customer and academic expert), the findings lend originality while making a substantive theoretical contribution to topical literature.