An Exploratory Study of Customers' Experiences with their Financial Services' Customer Education Programs as it Impacts Financial Firm Customer Loyalty. Issue 4 (2nd October 2018)

• Record Type: Journal Article
• Authors: Islam, Kaliym A.; Akagi, Cynthia
• Is Part Of: Services marketing quarterly. Volume 39:Issue 4(2018)
• Page Start: 330
• Page End: 344
• Publication Date: 2018-10-02
• Subjects: Customer loyalty -- customer education -- financial services; Marketing -- Periodicals; Service industries -- Periodicals; 658.8
• DOI: 10.1080/15332969.2018.1514797
• Languages: English
• ISSNs: 1533-2969

Abstract

Abstract: Customer education programs are intended to strengthen customer loyalty; however, research on the effect of customer education on customer loyalty remains insufficient. This phenomenological study investigated how the lived experiences of customers participating in financial services' customer education programs impacted the customers' loyalties toward the firm. The exploratory research design included seven clients from three different financial service firms who had participated in corporate customer education. Data were collected by phone interviews. The findings from this study showed that financial services' customer education programs increased customer loyalty to the firms.