The influence of national culture on customers' cross-buying intentions in Asian banking services
Subtitle: evidence from Korea and Taiwan
By: Jung Kee Hong and You-il Lee
Contributors: Hong, Jung Kee
Publisher: Routledge
Published: 2014
Place of publication: London
Language: eng
Number of pages: 189
ISBN-13: 9781315776583
Subjects: Cross-selling financial services; Cross-cultural studies; Banks and banking; Customer services; Consumer behavior
Other titles: Taylor & Francis EBS Perpetual 2016.
Description: "The traditional walls between banking, insurance and securities markets are breaking down as a result of deregulation and liberalization of financial services. The cross-buying of financial services has become a global trend as a part of the convergence of financial services. This trend has recently commenced in East Asian countries, such as Taiwan and Korea, where the tremendous growth of these activities has been noticed. The book explores what the determinants of this growth in East Asia, particularly in Korea and Taiwan are, and how these determinants influence differently to the customers of these two countries when compared with the studies conducted on other countries (e.g. Europe and North America). The book opens the view on the subject of customers' behavioural intentions of cross-buying banking services in East Asian countries, especially from a cross-cultural perspective and empirically tested findings help marketing personnel in financial institutions, marketing practitioners' in banks and researchers of financial services and marketing, understanding on East Asia such as Taiwan and Korea, where the tremendous growth of these activities has been noticed in recent years."
Notes: Includes bibliographical references and index.
Table of contents: title: 1. Introduction; title: 2. Review of literature; title: 3. Conceptual model and methodology; title: 4. Data collection and analysis; title: 5. Discussion and future studies; title: 6. Conclusion.