Butt, Irfan ORCID: 0000-0002-9594-5722 , Haq, Shoaib Ul ORCID: 0000-0002-8899-290X , Shareef, Mahmud A., Chowdhury, Abdul Hannan and Ahmed, Jashim Uddin ORCID: 0000-0001-8145-6912 (2022) Ethical reputation and retail bank selection: a sequential exploratory mixed-methods study in an emerging economy. International Journal of Bank Marketing, 40 (7). pp. 1526-1554. ISSN 0265-2323 (doi:https://doi.org/10.1108/IJBM-03-2021-0104)

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Abstract

In this study, the authors examine how a retail bank’s positive, neutral, and negative prior ethical reputations influence customers’ perceptions and attitudes, leading to their bank selection decisions and also analyze whether there is a trade-off between a bank’s negative prior ethical reputation and its functional benefits to customers. Design/methodology/approach – The authors followed a sequential exploratory mixed-methods research design with two studies. The authors’ first study was qualitative, in which the authors conducted interviews and focus groups with banking customers in Pakistan. The results of this study were used to generate hypotheses that were tested in the second study using random choice experiments. Findings – The results indicate that positive and neutral prior ethical reputations do not significantly impact customers’ choices; however, a negative reputation does affect selection. The results also show that customers
punished negative reputations, even when the associated functional benefits were higher than the alternatives. Originality/value – This is one of the first mixed-methods studies in an emerging economy context to consider the impact of ethical reputation on consumer orientation and bank selection decisions.

Item Type:	Article
Uncontrolled Keywords:	reputation; banking industry; mixed methods
Subjects:	B Philosophy. Psychology. Religion > BJ Ethics H Social Sciences > HB Economic Theory H Social Sciences > HG Finance
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Systems Management & Strategy Faculty of Business > Networks and Urban Systems Centre (NUSC)
Last Modified:	12 Sep 2024 23:54
URI:	http://gala.gre.ac.uk/id/eprint/42722

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