Brand commitment in a consumer bank services context : an exploratory study
Glossary p.iv attempts new marketing definition of the concepts of 'commitment' and 'inertia' in the consumer banking services context. Section 1 of the 'Addendum' might help postgraduate researchers with 'defence of qualitative research' or 'defence of interpretivist research techniques' as Table 1 links a list of qualitative research techniques with the relevant criteria for carrying out trustworthy Interpretivist research. Section 2 of the 'Addendum' contains key original findings from the main thesis, including a proposed 'Model of Commitment Components' on p. 21 and a 'Typology of Commitment' for consumer banking customers on p. 26. These summary findings are of interest to those researchers in Marketing studying (company or corporate): 'Brand Commitment' or 'Brand Loyalty' in services marketing and especially within a consumer bank services context. Appendix B of the 'Addendum' contains a (proposed but untested) 'Commitment measuring scale', which could be useful to other researchers attempting to measure Attitudinal Commitment to consumer banking provider/s [or to corporate service brand/s].