Indian Journal of Finance
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJF-April-May07-Article3-Technology - an enabler of the Global Branding of Retail Financial Services
- Price : 80.00
- Published on April 1, 2007
- Associated Management Consultants (P) Ltd.
- Issues 356
- Language - English
- Published daily
About this issue
Technology is changing retail marketing theory and practice. The market for retail financial services has been transformed in the past decade by new distribution and processing technologies and their impact on consumer attitudes to banking and banks. These factors have removed the geographic and cost barriers to the global distribution of retail financial services and have led to a convergence in the key benefits sought by consumers in developed countries. The service brand defines the experience of shopping online for consumers in terms of service attributes, symbolic meanings and functional consequences of the service encounter. In the fulfillment of this role, the service brand acted as relationship lever (fulcrum) on which trust was built between consumer and service provider.
About Indian Journal of Finance
Indian Journal of Finance, a source of sophisticated analysis of developments in the rapidly expanding world of finance, is a monthly journal with topics ranging from corporate to personal finance, insurance to financial economics and derivatives.