The moderating role of online social influence in switching of personal current accounts

Abstract

This is a new bank switching study based on the Theory of Planned Behaviour. Its purpose is to identify a predictive bank switching model that incorporates the moderating effect of online social influence. It is a quantitative... [ view full abstract ]

Authors

  1. Michael Heneghan (Department of Management & Organisation, School of Business, Waterford Institute of Technology)
  2. Ethel Claffey (Department of Management & Organisation, School of Business, Waterford Institute of Technology)
  3. Paul Morrissey (Department of Management & Organisation, School of Business, Waterford Institute of Technology)

Topic Area

Topics: Marketing and Services Management

Session

MSM - 4 » Marketing and Services Management - Session 4 (09:00 - Wednesday, 5th September, G03)

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