Distinctive Features of Retail Financial Products as Services and Consumer Decision Making
Chapter Overview
This chapter starts by providing distinctive features of financial service products and their classification on different criteria that would help financial organizations in rolling out their marketing strategy. The chapter then talks about the consumer decision-making process and the critical points that need to be taken care of by the financial organizations. It introduces the concepts of service encounter, service script, and service blueprint to manage satisfactory firm customer interaction for a financial company. The role of culture and how to deal with misbehaving customers has also been dealt with in detail in this chapter. ...
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