...Lu-Ming Tseng Purpose Financial service workers’ etiquette and creativity have been less mentioned in the research on bank marketing. The purpose of this paper is to examine the mediating effects of financial service workers’ etiquette and creativity on the relationship between customer...

.... Social implications The social implications of this paper are that marketers should consider the exchange between customer and financial service supplier as more or less of a relationship, and more or less of a service. Financial service firm strategies and regulation of financial services should...