Retailer Brand Extension in Financial Services – Perceived Fit, Risks and Trust
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 4
Abstract
The study examines the customer fit, risk and trust perceptions towards the financial services offered by organized retailers. The data were collected from the customers of selected organized retailers those who are offering financial services. Using purposive sampling method 502 respondents residing in Bangalore, India were involved in the survey. Analysis of variance and T-Test was used to study the fit, risks and trust perceptions and compared with four groups of customers namely loyal vs. non-loyal, aware of financial services of retailers vs. un-aware, users vs. non-users and intended vs. non-intended to purchase financial services from retailers to find out whether there are any dissimilarities in terms of fit, risk and brand trust among these groups. The study found that occupational status and marital status has effect on fit, trust and risk perceptions of customers towards the financial services. Respondents’ educational qualification, annual income, frequency of visit to retail outlet and average purchase per visit at retail outlet has effect on fit perception of customers. Respondents’ educational qualification, annual income and average purchase per visit at retail outlet have effect on trust perception of customers. Respondents’ gender and frequency of visit to retail outlet has effect on risk perception of customers. Results showed that fit perception was associated with customers who are nonloyal, un-aware, non-user, and non-intend to buy financial services. Risk perception was associated with nonloyal and customers who are aware of the financial services. Trust perception was associated with non-loyal customers.The article benefits organized retailers in their brand extension decision and implementation. The study contributes to retailer brand extension literature, perceived fit, risks and brand trust.
Authors and Affiliations
B. Diwakarnaidu, Dr. H. N. Shivaprasad
Keywords
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- EP ID EP410168
- DOI 10.9790/487X-2004013643.
- Views 68
- Downloads 0
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