Consumer images of two types of competing financial service retailers
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 3
Abstract
Service retailers sell an intangible product which is frequently difficult to evaluate. Therefore, the images consumers have of the service retailer are especially critical. This research measures consumer images of two types of financial service retailers to assess the similarity of retail image, crosssectionally, and the stability of these images, longitudinally.
Keywords
Credit Card, Credit Union, Mortgage Loan, Saving Account, Subjective Criterion
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