Customer helping behaviour in the banking environment: a gift-giving perspective and research agenda

• Published in: International journal of bank marketing Vol. 43; no. 1; pp. 47 - 61
• Main Authors: van Tonder, Estelle, Saunders, Stephen Graham
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 02.01.2025; Emerald Group Publishing Limited
• Subjects: Bank marketing; Banking industry; Customer services; Gifts; Gift-giving; Customer helping; Service experience; C2C interaction; Banking
• ISSN: 0265-2323; 1758-5937
• DOI: 10.1108/IJBM-04-2024-0234

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 explored to identify plausible characteristics of customer helping behaviour in the banking environment.FindingsCustomers’ acts of helping could be complex in nature and may involve multiple actors, including customer helpers, gatekeepers, and other members of customer helpers’ networks. Moreover, customer helpers and their helping networks may operate in both offline and online environments, in various stages of the service experiences, and ultimately in the customer journeys. Furthermore, the help customers provide to other customers could be framed by socially constructed arrangements that seem to be (1) dynamic in nature, (2) comprising of joint efforts by multiple actors, and (3) within diverse and interlinked helping environments. Accordingly, several research implications for the banking environment are identified.Originality/valueKey to services in the banking environment may be the complex and synthesised helping systems among customers that evidently could affect product adoption, use, and customer loyalty of customers receiving help throughout the service experiences and customer journeys. Accordingly, guided by gift-giving literature, the current paper sets the research agenda.