Image problems with financial services: some considerations for improvement

The complexity, variability and uncertainty of performance of many financial services make consumer evaluation difficult, and have accounted for many purchases failing to meet expectations. Suggests how evaluation can be improved before, during and after purchase. Before purchase, confidence in a purchase can be provided in offering a clear identity through cues that make tangible the service, such as a sound positioning claim. Evaluation during purchase relies on managing the service encounter by offering user‐friendly scripts and by ensuring that staff offer appropriate advice. Evaluation after purchase is about maintaining relationships. Better staff training and motivation can lead to being more responsive to consumer needs. Finally, ensuring that the promotional claims and supporting aspects of the service delivery reinforce one another will provide reassurance for a healthy relationship