I chose banking services as my research setting for several reasons. In particular, banking services are among the most internationalized service industries (Zeithaml and Bitner 1996) and they also are relatively comparable across different countries (Malhotra et al. 2005). Banking services further represent professional services that share characteristics that are relevant for all three research foci. Although banking services have a mass service component, key aspects, such as financial planning, are provided by highly trained professionals who possess more knowledge and experience than most of their customers. According to Crosby, Evans, and Cowles (1990), relationship marketing is of particular importance when services are complex, customized, and delivered over a continuous stream of transactions, as results from the formal relationships of customers with their banks.
KeywordsMeasurement Model Personal Information Power Distance Uncertainty Avoidance Common Method Variance
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