Please use this identifier to cite or link to this item: http://buratest.brunel.ac.uk/handle/2438/8646
Title: Understanding the consumption process through in-branch and e-mortgage service channels: A first-time buyer perspective
Authors: Macredie, RD
Patel, N
Keywords: Electronic commerce;Information retrieval;Communications;Mortgage companies
Issue Date: 2011
Publisher: Emerald Insight Publishing Ltd
Citation: International Journal of Bank Marketing, 29(2), 148 - 167, 2011
Abstract: Purpose – The twin aims of this paper are to explore the differences in the consumption process between the traditional in-branch and web-based (e-mortgage) service channels and how the differences relate to any problems identified in the electronic service environment, with respect to information search and product evaluation. Design/methodology/approach – A process-oriented approach comparing the two service channels (in-branch vs e-mortgage) was conducted in two study phases. Data from the e-mortgage process were collected using protocol analysis with 12 first-time buyers (FTBs) applying on a website belonging either to a hybrid or to an internet-only bank. Results of the e-mortgage process were mapped on to stages of the in-branch process, which was captured by observation of six FTB mortgage interviews to determine the level of correspondence and emergent issues. Findings – Support for the FTB in the e-mortgage process was problematic and service provision was found to be product- rather than consumer-oriented. Practical implications – The study highlights the importance of design issues in the electronic service environment for creating confidence in the online advice and information available on home mortgages for FTBs. Originality/value – The paper promotes increased understanding by financial service providers of the characteristics that support the consultative selling process for complex products such as mortgages and inform multichannel retailing.
Description: This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here (////BURA web address here). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
URI: http://www.emeraldinsight.com/journals.htm?articleid=1906858
http://bura.brunel.ac.uk/handle/2438/8646
DOI: http://dx.doi.org/10.1108/02652321111107639
ISSN: 0265-2323
Appears in Collections:Computer Science
Dept of Computer Science Research Papers

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