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ERIC Number: ED580152
Record Type: Non-Journal
Publication Date: 2017
Pages: 100
Abstractor: As Provided
ISBN: 978-0-3554-0919-2
Investigating Customers' Experiences with Their Financial Services Customer Education Programs as It Impacts Customer Loyalty to the Financial Firm
Islam, Kaliym A.
ProQuest LLC, Ph.D. Dissertation, Northcentral University
The problem addressed in this study was that customer education programs are intended to strengthen customer loyalty; however, research on the effects of customer education on customer loyalty remains insufficient. This phenomenological study investigated how the lived experiences of customers' participating in financial services' customer education programs impacted the customers' loyalties to their global financial service firm. The research design included seven clients from three different financial service firms who had participated in corporate customer education programs and taken the end of course customer education survey. Data were collected by phone interviews. The findings from this study showed that financial services' customer education programs increased customer loyalty to the financial firm. The study also uncovered that customer education programs might be improved by making their delivery more accessible, and their content more interesting to experts. The study's findings added to the work of Zajonc (1968) and Groeppel-Klein et al. (2010) on mere exposure theory by determining that repeated exposure to customer education programs resulted in favorable evaluations of the programs and the financial service firm responsible for delivering the service. Recommendations for future research included quantitative research on the customer education programs of different financial firms to determine the extent of their success to increase customer loyalty and a qualitative case study to explore which aspects of a financial firm influenced customer loyalty. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page:]
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Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A