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• W1994848152 abstract "The turbulent environment in which financial institutions evolve motivates strategic thinking aimed at competitive advantage. Drawing from the literature on relationship marketing, one potentially successful strategy at the level of front line service is for financial advisors to behave in a pleasantly surprising way toward their clients (e.g., acknowledging a family member's birthday; covering a parking expense; giving tickets to an entertainment venue). We examine both antecedents and consequences of clients' perceptions of their advisors behaving in a pleasantly surprising way toward them. Antecedents included advisors' customer orientation, knowledge of client, and sense of humour. Consequences included clients' trust, satisfaction, purchase intentions, and word-of-mouth intentions. Several strategic recommendations and research avenues following from these findings are offered. Copyright © 2008 ASAC. Published by John Wiley & Sons, Ltd. L'environnement turbulent dans lequel évoluent les institutions financières les pousse à rechercher des stratégies qui seront source d'avantages concurrentiels. Les recherches en marketing relationnel indiquent que l'une des stratégies qui a le potentiel de réussir au niveau du service d'accueil est celle qui consiste à réserver des surprises agréables aux clients (par exemple, mentionner l'anniversaire d'un membre de la famille du client, prendre en charge ses frais de stationnement, lui donner un coupon pour un spectacle). Les analyses de modélisation d'équations structurelles montrent, entre autres, que l'orientation client, la connaissance des clients et l'utilisation de l'humour influencent positivement le niveau de surprise du client. De plus, la surprise positive a notamment un impact significatif sur la confiance, la satisfaction, la propension à effectuer du bouche-à-oreille positif et les intentions d'achat des clients. Plusieurs recommandations stratégiques et opportunités de recherche sont présentées. Copyright © 2008 ASAC. Published by John Wiley & Sons, Ltd." @default.
• W1994848152 created "2016-06-24" @default.
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• W1994848152 date "2008-09-01" @default.
• W1994848152 modified "2023-09-26" @default.
• W1994848152 title "Pleasantly surprising clients: a tactic in relationship marketing for building competitive advantage in the financial services sector" @default.
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• W1994848152 doi "https://doi.org/10.1002/cjas.69" @default.
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