ΑΡΘΡΑ
Value and risk in business-to-business e-banking
Frank Faroughian
Vice President of Business Development at American Technology Enterprise Services
Σταύρος Καλαφάτης
Professor of Business Marketing, Kingston Business School
Lesley Ledden
Senior Lecturer in Marketing, Kingston Business School
Phillip Samouel
Emeritus Professor of Business Economics, Kingston Business School
The purpose of this paper is to examine the role of risk in the formation of perceptions of value in the b2b domain, specifically within e-banking. The functional relationships between three types of risk (performance, financial and psychological) and the benefits and sacrifices components of value are tested within a broader nomological network that includes e-service quality (as an antecedent of value) and satisfaction, word-of-mouth and intention to switch (as outcomes of value). The hypothesised relationships are tested, using Partial Least Squares, on data collected through a postal survey from 167 UK-based SME organisations. The results confirm the significant but differential impact of the three types of risk on the two value components. Specifically performance risk and financial risk are found to be significant determinants of benefits, while psychological risk impacts on perceptions of sacrifices. We also provide evidence of the differential impact of the benefits and sacrifices components of value on satisfaction, and the existence of both direct and indirect (through satisfaction) impact of these components on word-of-mouth and intention to switch. This is the first documented empirical investigation of the impact of perceptions of risk in the study of perceptions of value within the domain of b2b marketing and consequently offers new insights into the subject matter. The theoretical and managerial implications of the findings are discussed and the manner in which the identified relationships can aid future research are explicated.

Industrial Marketing Management, 41 (1), 2012, 68–81.

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