Managing customer expectations in financial services : opportunities and challenges

Lai Ming Tam

Research output: Journal article publicationJournal articleAcademic researchpeer-review


Although studies have been conducted to advance our understanding of the concept of expectations, a number of challenges have been created in relation to the nature, types and dynamics of these expectations, and the effects of expectations on subsequent evaluations, both of which need closer attention. The objectives of this paper are to examine these challenges in the context of financial services, and discuss how financial service providers can manage customer expectations to their advantage. A set of propositions is developed, and suggestions for future research are also discussed.
Original languageEnglish
Pages (from-to)281-289
Number of pages9
JournalJournal of Financial Services Marketing
Issue number4
Publication statusPublished - 2007

ASJC Scopus subject areas

  • Marketing
  • Finance


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