Online banking and privacy: redesigning sales strategy through social exchange

Volume: 39, Issue: 6, Pages: 955 - 983
Published: Jun 24, 2021
Abstract
Purpose This paper advocates for banks to understand customers' online privacy concerns, use those insights to segment consumers and design tailored sales strategies to build a mutual relationship through a social exchange that produces a competitive advantage. Design/methodology/approach A qualitative study involving 30 in-depth interviews with Australian and Asian millennials residing in Australia was conducted using a grounded theory approach...
Paper Details
Title
Online banking and privacy: redesigning sales strategy through social exchange
Published Date
Jun 24, 2021
Volume
39
Issue
6
Pages
955 - 983
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