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The Influence of National Culture on Customers' Cross-Buying Intentions in Asian Banking Services - Evidence from Korea and Taiwan (Paperback)
Loot Price: R1,286
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The Influence of National Culture on Customers' Cross-Buying Intentions in Asian Banking Services - Evidence from Korea and Taiwan (Paperback)
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The traditional walls between banking, insurance and securities
markets are breaking down as a result of deregulation and
liberalization of financial services. The cross-buying of financial
services has become a global trend as a part of the convergence of
financial services. This trend has recently commenced in East Asian
countries, such as Taiwan and Korea, where the tremendous growth of
these activities has been noticed. The book explores what the
determinants of this growth in East Asia, particularly in Korea and
Taiwan are, and how these determinants influence differently to the
customers of these two countries when compared with the studies
conducted on other countries (e.g. Europe and North America). The
book opens the view on the subject of customers' behavioral
intentions of cross-buying banking services in East Asian
countries, especially from a cross-cultural perspective and
empirically tested findings help marketing personnel in financial
institutions, marketing practitioners' in banks and researchers of
financial services and marketing, understanding on East Asia such
as Taiwan and Korea, where the tremendous growth of these
activities has been noticed in recent years.
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