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Surprendre positivement les clients : une tactique en marketing relationnel pour développer un avantage concurrentiel dans le secteur des services financiers
Author(s) -
Bergeron Jasmin,
Roy Jasmin,
Fallu JeanMathieu
Publication year - 2008
Publication title -
canadian journal of administrative sciences / revue canadienne des sciences de l'administration
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.347
H-Index - 48
eISSN - 1936-4490
pISSN - 0825-0383
DOI - 10.1002/cjas.72
Subject(s) - entertainment , business administration , perception , business , service (business) , marketing , competitive advantage , psychology , advertising , political science , law , neuroscience
The turbulent environment in which financial institutions evolve motivates strategic thinking aimed at competitive advantage. Drawing from the literature on relationship marketing, one potentially successful strategy at the level of front line service is for financial advisors to behave in a pleasantly surprising way toward their clients (e.g., acknowledging a family member's birthday; covering a parking expense; giving tickets to an entertainment venue). We examine both antecedents and consequences of clients' perceptions of their advisors behaving in a pleasantly surprising way toward them. Antecedents included advisors' customer orientation, knowledge of client, and sense of humour. Consequences included clients' trust, satisfaction, purchase intentions, and word‐of‐mouth intentions. Several strategic recommendations and research avenues following from these findings are offered. Copyright © 2008 ASAC. Published by John Wiley & Sons, Ltd.