@inbook{2ab2e9bbfa2a4671b0abe34526e79c42,
title = "Bank Brand Avoidance: Service Perspectives from Nigeria and Ghana",
abstract = "Brand avoidance is an everyday phenomenon in the lives of consumers. However, existing studies have not adequately investigated service brand avoidance from a phenomenology perspective. Thus, we employed a phenomenological approach to understanding service experiences that inform bank customers{\textquoteright} decisions to avoid bank brands. We interviewed 30 participants from Nigeria and Ghana who confirmed that they consciously decided not to use certain bank brands even though they could afford their service charges. We used thematic analysis techniques to analyse the data. The findings show that the participants avoid some bank brands due to service failure issues related to lack of empathy, delays and complex procedures, and technology. The implications of these findings are discussed at the end of the chapter.",
keywords = "Banks, Ghana, Nigeria, Phenomenology, Service brand avoidance",
author = "Henry Boateng and Uchenna Uzo and Ogechi Adeola and Hinson, {Robert Ebo}",
note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.",
year = "2022",
doi = "10.1007/978-3-030-88678-3_4",
language = "English",
series = "Palgrave Studies of Marketing in Emerging Economies",
publisher = "Palgrave Macmillan",
pages = "59--79",
booktitle = "Palgrave Studies of Marketing in Emerging Economies",
}