Customer helping behaviour in the banking environment: a gift-giving perspective and research agenda
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DOI: 10.1108/ijbm-04-2024-0234
Abstract: PurposeThis study aims to broaden understanding of customer helping behaviour in the banking environment and provide strategic direction for much-needed further research regarding its role and management within the customer service journey.Design/methodology/approachGift-giving literature was further… read more here.
Keywords: customer helping; helping behaviour; banking environment; research ... See more keywords