Editorial

Citation

Eriksson, K. and Estelami, H. (2015), "Editorial", International Journal of Bank Marketing, Vol. 33 No. 7. https://doi.org/10.1108/IJBM-06-2015-0088

Editorial

Article Type: Editorial From: International Journal of Bank Marketing, Volume 33, Issue 7.

The papers in this final 2015 issue of the International Journal of Bank Marketing (IJBM) demonstrate the continued central role that the retail environment plays in bank marketing. The impact that frontline employees have on customer interactions, brand image and service quality perceptions is a persistent characteristic of modern banking. The research presented in this issue of the Journal also demonstrates the far-reaching impact of financial services marketing by examining issues related to securities trading and savings behavior of bank customers.

The first two papers in this issue of IJBM focus on frontline employees. The paper by Sengupta, Yavas and Babakus highlights the importance of the training program and the level of customer orientation of the retail bank employees, and the need for finding a match between their abilities and the job requirements. Using data from bank customers in New Zealand the study demonstrates that the person-job fit can influence the positive impact that job training can have on employee performance and retention. The findings highlight the managerial significance of recruiting employees with a customer orientation mindset, not only to improve customer satisfaction but also to improve employees' levels of job satisfaction.

The next paper in this issue of IJBM further demonstrates the importance of frontline employees. The paper by Sekhon, Al-Eisawi, Roy and Pritchard examines the drivers of service excellence in the UK retail banking industry. Using a national sample of bank customers, antecedents of customer perceptions of service excellence are identified. The findings suggest that innovation has great influence on service excellence, while reputation has a relatively smaller impact. The presented research examines the impact of other potential antecedents, and the findings can help bank marketing executives identify ways to differentiate their services, and to find relative points of advantage in their pursuit of service excellence.

The third paper in this issue of IJBM, by Rüfenacht, Schlager, Maas and Puustinen, focusses on one of the most important aspects of modern banking, which is to facilitate consumer savings. By examining data from nearly 1,000 German savers, and using structural equation modeling (SEM), the roles of both individual consumer characteristics and the social context on savings behavior are examined. The results show that factors such as subjective norms and relationship quality influence consumers' views on the importance of savings. From a bank marketing perspective the findings of this study are important as they demonstrate how building trusting relationships can enhance consumers' desire to save.

The next paper in this issue of IJBM examines the topic of social media adoption. With the increased role that social media have had on customer interactions, understanding its impact on banking is growing in importance. Using data from customers of a specific bank under study, the results demonstrate that younger customers find value in the use of social media for banking because of the immediacy of services and instant availability of banking information. Older customers on the other hand find the benefits of social media in gaining access to better services and more competitive offers. The study is important not only because of its use of Social Technology Theory, but also as it uncovers the complexities and marketing opportunities associated with the use of social media in modern banking.

The final paper in this issue of IJBM, by Hoffman and Ketteler, focusses on customer attitude formation as a result investing in a target brand. This paper extends the traditional boundaries of banking by examining the impact of securities trading on consumer behaviors. Using individual data collected from Dutch investors, the authors apply SEM methods to uncover the spillover effects that negative and positive stock events may have on the investors' attitudes and behaviors toward the company. For example, they demonstrate that when selling the stock of a company results in a financial loss, the effects on the investor's attitudes toward the company are quite different, compared to scenarios in which financial gains are realized. Losses not only generate negative emotions but reduce brand loyalty and generate higher degrees of likelihood of filing complaints to the company. The findings of this study demonstrate that consumers' financial activity, as related to investments, can have influences beyond the financial gain or loss associated with the securities trade, and can also influence other forms of consumer behavior.

The papers featured in this issue of the IJBM demonstrate the persistent role of the retail bank on the activities, priorities and strategies of modern-day bank marketers. The selection and training of the right frontline employees continues to be a central part of the conversation. Furthermore, the significant role that financial institutions can have on the savings behavior of their customers has been demonstrated in this issue of IJBM. In addition, the greater influence on consumer behavior resulting from securities trading activities of customers, use of social media by banks, and service innovations are demonstrated. It is hoped that this final issue of the 2015 volume of IJBM inspires similar innovative research in bank marketing, for years to come.

Kent Eriksson and Hooman Estelami