Reports the results of a research project into the marketing communications tools used during the launching of 100 new retail financial products – 58 non‐innovative and 42 innovative – and it is part of a broader study conducted on the development and launching practices of new financial...

This article reports on the results of a research project into the development activities undertaken during the launch of 132 new financial services in Greece. According to the results, business analysis and marketing strategy formation as well as launch are the stages of the new service...

Purpose – The purpose of this paper is to explore the role of marketing, sales, EDP/systems and operations in the ultimate success of new‐to‐the‐market vs “me‐too” retail financial services. Design/methodology/approach – To collect the data, the “dropping off” method was...

Purpose – The purpose of this exploratory research is to determine the consumer's perceptions of negative option marketing (NOM) offers regarding the value and equity of the offer and perceived opportunistic behavior inherent in the offer. In addition, the paper seeks to examine how a negative...

Purpose – Waiting for service by customers is an important problem for many financial services marketers. The purpose of this paper is to present a new approach proposing that customer evaluation of the service can be increased with an ambient scent. The paper also aims to identify a cognitive...

Purpose – The purpose of this paper is to examine the extent of use of the price‐quality cue in financial services, and to uncover some of its drivers. The drives studied are: advertising exposure, product complexity, and consumer price knowledge. The use of price as an indicator of quality...

The number of innovative financial solutions introduced to markets has grown considerably in the past decade due to emerging digital technologies, deregulation, and market fragmentation. Examples are abundant in the worldwide markets for insurance, credit products and transaction processing...

Cover -- Guest editorial -- Building blocks of financial inclusion through customer experience value at financial touchpoints in Southern Africa -- Financial well-being of customerto-customer co-creation experience: a comparative qualitative focus group study of savings/credit groups --...