Dear AIB colleagues,

This is just a friendly reminder regarding a CFP that may be of interest to

Kind regards,

Chris Baumann

Special issue call for papers from International Journal of Bank Marketing

*Far Eastern Banking: in what direction is the Tiger moving?*

A recent McKinsey study has revealed ‘the changing face of Asian personal
financial services’. The study suggests that consumer behaviour is changing
rapidly in Asia with consumers preferring local rather than international
banks. Customer satisfaction generally is high, yet paradoxically, customer
loyalty is decreasing. Economic growth in the region has fuelled the
savings and investment business, but Asian customers are reluctant to
borrow from banks. Such conservative consumer behaviour stands in contrast
to the shift from brick-and-mortar branches to on-line channels such as
Internet and mobile banking. Customers want flexible and proactive banks,
but how should banks respond to the new hybrid of progressive and
conservative consumer attitudes and behaviour in the Far Eastern region?

The goal of this special issue is to shed light on the above changes in the
banking sector in the ‘Far East’, namely China, Hong Kong, Indonesia,
Japan, Korea, Malaysia, Mongolia, Philippines, Singapore, Taiwan, Thailand
and Vietnam. Papers need to be theory-driven and evidence-based to be
considered. In line with the nature of the journal, articles need to
provide insights for academics and practitioners alike.

Contributions that would be welcome for this special issue include, but are
not limited to:
- Customer satisfaction and loyalty: can Western concepts be applied to
understand Far Eastern banking?
- Country of origin effect in banking services: does the concept apply to
financial services in the Far East?
- Competitiveness: how does the concept relate to banking in the Far
Eastern region?
- Channels: do Far Eastern consumers move to mobile banking,
revolutionising banking as we understand it?
- Branding: can the globalisation of Chinese, Japanese and Korean brands in
consumer electronics be replicated in banking?
- Internal marketing: how can high service quality expectations in the Far
East be met?
- Employer branding: does ethnicity of the service provider matter in the
Far East?

*The deadline for submission is 31 March 2012*. The special issue is
scheduled to be published in early 2013. Manuscripts of approximately 5,000
words, following the journal’s manuscript guidelines (, should be submitted using Scholar One’s
Manuscript Central online submission system. This is accessible at: Manuscripts must be original work
(preferably empirical; but theoretical work and case studies will also be
considered) and not under consideration by any other journal or publication

The initial submission will be reviewed by the Guest Editors and, if deemed
suitable, then placed for double-blind review with experts in the field.

Prospective contributors with questions concerning the potential
suitability of topics or additional requirements about this special issue
are invited to contact directly by e-mail:
Dr Chris Baumann, Macquarie University
Sydney, Australia
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