عنوان

Investigating Customers' Experiences with Their Financial Services Customer Education Programs as It Impacts Customer Loyalty to the Financial Firm

Number

TL49624

.Language of Text, Soundtrack etc

انگلیسی

Title Proper

Investigating Customers' Experiences with Their Financial Services Customer Education Programs as It Impacts Customer Loyalty to the Financial Firm

General Material Designation

[Thesis]

First Statement of Responsibility

Kaliym A. Islam

Subsequent Statement of Responsibility

Akagi, Cynthia

Name of Publisher, Distributor, etc.

Northcentral University

Date of Publication, Distribution, etc.

2017

Specific Material Designation and Extent of Item

100

Text of Note

Committee members: Neal, John; Winsor, Denise

Text of Note

Place of publication: United States, Ann Arbor; ISBN=978-0-355-40919-2

Dissertation or thesis details and type of degree

Ph.D.

Discipline of degree

Education

Body granting the degree

Northcentral University

Text preceding or following the note

2017

Text of Note

The problem addressed in this study was that customer education programs are intended to strengthen customer loyalty; however, research on the effects 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 to their global financial service firm. The research design included seven clients from three different financial service firms who had participated in corporate customer education programs and taken the end of course customer education survey. Data were collected by phone interviews. The findings from this study showed that financial services' customer education programs increased customer loyalty to the financial firm. The study also uncovered that customer education programs might be improved by making their delivery more accessible, and their content more interesting to experts. The study's findings added to the work of Zajonc (1968) and Groeppel-Klein et al. (2010) on mere exposure theory by determining that repeated exposure to customer education programs resulted in favorable evaluations of the programs and the financial service firm responsible for delivering the service. Recommendations for future research included quantitative research on the customer education programs of different financial firms to determine the extent of their success to increase customer loyalty and a qualitative case study to explore which aspects of a financial firm influenced customer loyalty.

Educational evaluation; Adult education; Business education

Subject Term

Education;Customer education;Customer experience;Customer loyalty;Financial services;Training measurement;Training return on investment

VanDeusen, Andrea J.

Akagi, Cynthia

Subdivision

Education

Northcentral University

Call Number

1967286449; 10637212

Electronic name

p

[Thesis]

276903

a

Y