COO vs ROO: importance of the origin in customer preferences towards financial entities
作者: José Manuel García-GallegoAntonio Chamorro Mera
作者单位: 1Department of Business Management and Sociology, University of Extremadura , Badajoz, Spain
刊名: International Marketing Review, 2017, Vol.34 (2), pp.206-223
来源数据库: Emerald Journal
DOI: 10.1108/IMR-03-2015-0069
关键词: Financial sectorCountry-of-originPreferencesConjoint analysisRegion-of-origin
原始语种摘要: Purpose(#br)The purpose of this paper is to determine the importance that customers give to the origin attribute when selecting a financial entity compared to other features directly related to the service that these institutions provide. In addition, this study aims at analysing what level of brand origin provides a greater utility for customers in their preference structure: regional, national or foreign. (#br)Design/methodology/approach(#br)The technique of conjoint analysis is applied via a survey of 427 customers to determine customers’ preference structure when choosing a financial entity. (#br)Findings(#br)Of particular note among the main results is the great importance the respondents give to the origin of the entity, preferring regional over national or foreign institutions. The...
全文获取路径: Emerald  (合作)