Limited attention has been given to the construct of consumer confusion. Furthermore, studies have not discussed the impact of confusion on behavioural constructs such as satisfaction and loyalty. Our study is an empirical test of the antecedents and consequences of consumer confusion in the context of the financial services industry. Using quantitative analysis the findings reveal that expectations, product and information confusion significantly affect overall confusion. Moreover, product and information satisfaction have a significant impact on loyalty. In comparison with earlier studies the findings also suggest that confusion is an industry specific construct and highlights the need for further research in this area.
|Title of host publication||38th European Marketing Academy Conference: Marketing & the core disciplines|
|Publication status||Published - May 2009|
|Event||38th European Marketing Academy Conference: Marketing & the core disciplines - Nantes, France|
Duration: 1 May 2009 → …
|Conference||38th European Marketing Academy Conference: Marketing & the core disciplines|
|Period||1/05/09 → …|
- Consumer confusion, consumer expectations, satisfaction, loyalty, financial services