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, commitment scale (commitment to consumer banking provider/s), consumer commitment, corporate services brand, qualitative research techniques, interpretivist research techniques
• 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