Empirical investigation into the multi-faceted trust in the wealth management context

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A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
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Date
2010
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Language
en
Pages
65-81
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INTERNATIONAL JOURNAL OF BANK MARKETING, Volume 28, issue 1
Abstract
Type of Paper Research paper Purpose The purpose of this paper is to study the many manifestations of trust in the wealth management context in Finland. This empirical paper examines and contrasts how trust is perceived by financial experts and consumers in wealth management in general, and in the investment context, in particular. Design/methodology/approach Qualitative methods; focus group discussions and interviews were employed. Findings Financial experts and consumers emphasised different facets of trust. The level of trust towards financial service providers and financial advisors, and the level of involvement in investing served to differentiate the consumers into four distinct groups. These are presented and discussed. Research limitations/implications (if applicable) Although the methods utilised were purely qualitative and the study was limited to Finland, the results offer interesting and new scientific knowledge about perceived trust, and how it can be used in market segmentation and developing customer service. Practical implications (if applicable) The four quadrant matrix can assist financial companies in building customer relationship and in improving the customer service. Originality/value Qualitative research provides insights into consumers’ thoughts that are difficult to obtain with quantitative data gathering and analysis. In our study, consumers expressed their opinions and thoughts in their own words. Furthermore, the dyadic comparison of opinions of consumers with experts’ views about consumers’ motives and behaviour contributed to a deeper understanding of the relationship between consumers and financial service providers Keywords Trust, Financial Services, Involvement, Wealth Management, Customer Matrix
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Sunikka , A , Peura-Kapanen , L & Raijas , A 2010 , ' Empirical investigation into the multi-faceted trust in the wealth management context ' , INTERNATIONAL JOURNAL OF BANK MARKETING , vol. 28 , no. 1 , pp. 65-81 . https://doi.org/10.1108/02652321011013599