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| Titre : |
Critical Incidents and Infidelity Consumers. An Empirical Study in the Banking Sector |
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| Numéro : |
36 |
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| Année : |
2009 |
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| Volume : |
XV |
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| Auteur(s) : |
Gilles N’GOALA |
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| Résumé : |
This research aims to estimate the effects of critical incidents on infidelity customers. An empirical study was conducted in the banking sector from a convenience sample consisting of 1999 consumers. This leads us to 1) classify forty critical incidents identified by exploratory factor analysis, 2) to estimate the effects of each type of incident on the propensity of consumers to switch banks, ie migrate all or part of its resources to service competitors and 3) to observe the differential impact of critical incidents according to the degrees of seniority and exclusivity of the relationship. The results show that the incidents relating to meetings with the personal touch, bad claims management, pricing of services and problems in the implementation of central services, in order, the strongest triggers of change provider service. However, product offerings by competitors have a more moderate effect on infidelity, and this is true both for customers old and new customers for. |
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| Pages : |
309 - 333 |
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| DOI : |
https://www.cairn.info/revue-internationale-de-psychosociologie-2009-36-page-309.htm |
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| Type : |
Research paper |
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| Keywords : |
infidelity, critical incidents, relationship marketing, banking, consumer |
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| APA : |
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| Citations : |
1 |
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| CAIRN : |
https://www.cairn.info/revue-internationale-de-psychosociologie-2009-36-page-309.htm |
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