Brand commitment in a consumer bank services context - an exploratory study: addendum

Debling, Fiona

Abstract

Glossary p.iv attempts new marketing definition of the concepts of 'commitment' and 'inertia' in the consumer banking services context.

Section 1 of the 'Addendum' might help postgraduate researchers with 'defence of qualitative research' or
'defence of interpretivist research techniques' as Table 1 links a list of qualitative research techniques with the relevant criteria for carrying out trustworthy Interpretivist research.

Section 2 of the 'Addendum' contains key original findings from the main thesis, including a proposed 'Model of Commitment Components' on p. 21 and a 'Typology of Commitment' for consumer banking customers on p. 26.

These summary findings are of interest to those researchers in Marketing studying (company or corporate):
'Brand Commitment' or 'Brand Loyalty' in services marketing and especially within a consumer bank services context.

Appendix B of the 'Addendum' contains a (proposed but untested) 'Commitment measuring scale', which could be useful to other researchers attempting to measure Attitudinal Commitment to consumer banking provider/s [or to corporate service brand/s].

• Thesis Type: Thesis
• Publicly Available Date: Jun 8, 2019
• Keywords: consumer banking services, commitment, inertia, 'Model of Commitment Components', 'Typology of Commitment', consumer banking customers, brand commitment, brand loyalty, services marketing, attitudinal commitment, relationship marketing, attachment bonds,
• Public URL: https://uwe-repository.worktribe.com/output/1040020
• Additional Information: Additional Information : This is a summary of key points from the full PhD thesis. The full thesis is available from The British Library.
• External URL: https://ethos.bl.uk/OrderDetails.do?did=1&uin=uk.bl.ethos.429540
• Award Date: Apr 1, 2006