Critical role of relationship for unfamiliar banking products
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Dosyalar
Tarih
2013-06
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Bilgesel Yayincilik San & Tic Ltd
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
This paper aims to explore factors affecting the decision making of consumers for investing in unfamiliar banking products. Capital protected funds are the subject of this study. The study analyses the consumers' investment in capital protected funds and its preceding factors among 160 bank consumers in Turkey selected judgmentally. The data of this descriptive study is collected by a structured questionnaire. Revisiting the relevant literature, four constructs (consumer's perceived service quality of customer relationship manager; consumer's perceived brand trust, consumer's risk tolerance and consumer's financial literacy) were analyzed to be the main factors affecting capital protected fund investment. The results show that perceived service quality of customer relationship managers is the only significant factor affecting the investment in capital protected funds. As an implication, banks should invest on customer relationship management policies emphasizing the optimization of customer relationship managers' service quality levels.
Açıklama
Anahtar Kelimeler
Capital Protected Funds, Structured Products, Service Quality, Brand Trust, Risk Tolerance, Financial Literacy
Kaynak
Iktisat Isletme Ve Finans
WoS Q Değeri
Q4
