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Reciprocity vs. commitment in bank marketing strategies

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    Abstract

    The client-bank relationship is based on reciprocity rather than commitment. This situation creates the banker’s paradox, as customers who need money the most are at risk for credit and thus unable to obtain a loan. We present survey evidence that a bank marketing strategy that pretends to be a commitment is more successful because clients are evolutionarily adapted to understand the superiority of commitment and be receptive to its cues.

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  • , 2022. "Reciprocity vs. commitment in bank marketing strategies," SocArXiv zj8h7_v1, Center for Open Science.
    • Handle: RePEc:osf:socarx:zj8h7_v1
    DOI: 10.31219/osf.io/zj8h7_v1
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    1. Sheena Lovia Boateng & Bedman Narteh, 2016. "Online relationship marketing and affective customer commitment – The mediating role of trust," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(2), pages 127-140, June.
    2. Martin Eisend & Nicola Stokburger-Sauer, 2013. "Brand personality: A meta-analytic review of antecedents and consequences," Marketing Letters, Springer, vol. 24(3), pages 205-216, September.
    3. Geyskens, I. & Steenkamp, J.E.B.M. & Scheer, L.K. & Kumar, N., 1996. "The effects of trust and interdependence on relationship commitment : A trans-Atlantic study," Other publications TiSEM ef7c8d6c-963d-4ee7-8576-9, Tilburg University, School of Economics and Management.
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