Customer helping and advocacy behaviours within dyadic financial service relationships: a gift-giving perspective - van Tonder, Estelle; Saunders, Stephen Graham; Mwavita, Mwarumba; Kim, Sohee (International journal of bank marketing, 2022)
Keywords: Advocacy; Altruism; Automation; Bank marketing; Behavior; Credibility; Customer services; Electronic banking; Financial services; Gifts; Information sharing; Marketing; Social research; Trust; South Africa; Customer-to-customer interactions; Gift-giving; Helping; Financial service socialisation; Affective commitment towards fellow customers