IDEAS home Printed from https://ideas.repec.org/a/idi/jiedee/v18y2012i3p190-199.html
   My bibliography  Save this article

El Papel De La Reputación, El Boca-Oreja, La Confianza Y La Incertidumbre En La Contratación De Un Banco / The Role Of Reputation, Word-Of-Mouth, Trust And Uncertainty When Contracting A Bank

Author

Listed:
  • de Obesso Grijalvo, Ana María

    () (Universidad de Valladolid (España))

  • San Martín Gutiérrez, Sonia

    () (Universidad de Burgos (España))

  • Jiménez Torres, Nadia H.

    () (Universidad Autónoma de San Luis Potosí (México))

Abstract

¿Qué factores influyen en los consumidores cuando tiene que elegir un banco con el que contratar en situaciones de información asimétrica? Es una situación en que la empresa normalmente posee más información que los consumidores, lo que les genera incertidumbre ante un posible comportamiento empresarial oportunista. Para reducirla, el consumidor puede recurrir, por un lado, a se˜nales que envía el propio banco al mercado, como su reputación, y por otro lado, a la búsqueda de información más informal, la comunicación boca-oreja (WOM) positiva de conocidos para generar o aumentar su confianza y, a través de esta, desarrollar una intención de contratar con un banco y no con otros. Las relaciones entre esas variables se testaron con una muestra de 155 usuarios de banca cuando aún no habían trabajado con un determinado banco. Los resultados indican la importancia de la reputación del banco y la información positiva recibida de prescriptores para generar confianza, pero con diferencias en función del grado de incertidumbre ex ante percibida, que modera esas relaciones. / What factors influence consumers to choose a bank with which to contract a service in a situation of information asymmetry? In this situation the firm has more information than consumers, and this fact generates consumer uncertainty due to a possible firm opportunistic behaviour. To reduce it, consumers can use, on one hand, signals that the bank sends to the market, such as reputation, and on the other hand, they can seek for more informal information, such as positive word-of-mouth communication from relatives and friends, to generate or increase trust, and through this variable, to develop an intention of contract with a specific bank and not others. Relations among those variables were tested with a sample of 155 bank users when they have not still worked with a specific bank. Results indicate the importance both of the reputation signal and of the positive information received of acquaintances and relatives to trust, but with differences according to the level of perceived ex ante uncertainty moderate those relations.

Suggested Citation

  • de Obesso Grijalvo, Ana María & San Martín Gutiérrez, Sonia & Jiménez Torres, Nadia H., 2012. "El Papel De La Reputación, El Boca-Oreja, La Confianza Y La Incertidumbre En La Contratación De Un Banco / The Role Of Reputation, Word-Of-Mouth, Trust And Uncertainty When Contracting A Bank," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 18(3), pages 190-199.
  • Handle: RePEc:idi:jiedee:v:18:y:2012:i:3:p:190-199
    as

    Download full text from publisher

    File URL: http://www.elsevier.es/es/revistas/investigaciones-europeas-direccion-economia-empresa-345/el-papel-reputacion-boca-oreja-confianza-incertidumbre-contratacion-90149563-articulos-2012?bd=1
    File Function: complete text
    Download Restriction: no

    References listed on IDEAS

    as
    1. Geert Bekaert & Campbell R. Harvey, 2000. "Foreign Speculators and Emerging Equity Markets," Journal of Finance, American Finance Association, vol. 55(2), pages 565-613, April.
    2. Hoti, Suhejla, 2005. "Modelling country spillover effects in country risk ratings," Emerging Markets Review, Elsevier, vol. 6(4), pages 324-345, December.
    3. Sebastian Edwards, 2008. "Globalisation, Growth and Crises: The View from Latin America," Australian Economic Review, The University of Melbourne, Melbourne Institute of Applied Economic and Social Research, vol. 41(2), pages 123-140, June.
    4. McAleer, Michael & da Veiga, Bernardo & Hoti, Suhejla, 2011. "Value-at-Risk for country risk ratings," Mathematics and Computers in Simulation (MATCOM), Elsevier, pages 1454-1463.
    5. Sebastian Edwards, 2008. "Globalization, Growth and Crises: The View from Latin America," NBER Working Papers 14034, National Bureau of Economic Research, Inc.
    6. Morris Goldstein & Carmen M. Reinhart, 2000. "Assessing Financial Vulnerability: An Early Warning System for Emerging Markets," Peterson Institute Press: All Books, Peterson Institute for International Economics, number 100.
    7. M. Ayhan Kose & Christopher Otrok & Eswar Prasad, 2012. "Global Business Cycles: Convergence Or Decoupling?," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 53(2), pages 511-538, May.
    8. Felton, Andrew & Reinhart, Carmen M. (ed.), 2009. "The First Global Financial Crisis of the 21st Century Part II: June–December, 2008," Vox eBooks, Centre for Economic Policy Research, number p199.
    9. Carmen M. Reinhart, 2002. "Default, Currency Crises, and Sovereign Credit Ratings," World Bank Economic Review, World Bank Group, vol. 16(2), pages 151-170, August.
    10. Alberto Manconi & Massimo Massa & Ayako Yasuda, 2010. "The Behavior of Intoxicated Investors: The Role of Institutional Investors in Propagating the Crisis of 2007-2008," NBER Chapters,in: Market Institutions and Financial Market Risk National Bureau of Economic Research, Inc.
    11. Carmen M. Reinhart & Kenneth S. Rogoff, 2014. "This Time is Different: A Panoramic View of Eight Centuries of Financial Crises," Annals of Economics and Finance, Society for AEF, vol. 15(2), pages 1065-1188, November.
    12. Pablo Bustelo & Clara Garcia & Iliana Olivie, 1999. "Global and Domestic Factors of Financial Crises in Emerging Economies: Lessons from the East Asian Episodes (1997-1999)," Working Papers 002, Universidad Complutense de Madrid, Instituto Complutense de Estudios Internacionales.
    13. White, William R., 2008. "Past financial crises, the current financial turmoil, and the need for a new macrofinancial stability framework," Journal of Financial Stability, Elsevier, vol. 4(4), pages 307-312, December.
    14. Krugman, Paul, 1979. "A Model of Balance-of-Payments Crises," Journal of Money, Credit and Banking, Blackwell Publishing, vol. 11(3), pages 311-325, August.
    15. Calderon, Cesar & Chong, Alberto & Stein, Ernesto, 2007. "Trade intensity and business cycle synchronization: Are developing countries any different?," Journal of International Economics, Elsevier, pages 2-21.
    16. Frederic S. Mishkin, 2007. "Is Financial Globalization Beneficial?," Journal of Money, Credit and Banking, Blackwell Publishing, vol. 39(2-3), pages 259-294, March.
    17. Helmut Wagner & Wolfram Berger, 2004. "Globalization, Financial Volatility and Monetary Policy," Empirica, Springer;Austrian Institute for Economic Research;Austrian Economic Association, pages 163-184.
    18. Reinhart, Carmen & Goldstein, Morris & Kaminsky, Graciela, 2000. "Assessing financial vulnerability, an early warning system for emerging markets: Introduction," MPRA Paper 13629, University Library of Munich, Germany.
    19. Flood, Robert P. & Garber, Peter M. & Kramer, Charles, 1996. "Collapsing exchange rate regimes: Another linear example," Journal of International Economics, Elsevier, vol. 41(3-4), pages 223-234, November.
    20. Jesús Ferreiro Aparicio & Carmen Gómez Vega & Carlos Rodríguez González & Eugenia Correa Vázquez, 2007. "Liberalización financiera en América Latina: efectos sobre los mercados financieros locales," EKONOMIAZ. Revista vasca de Economía, Gobierno Vasco / Eusko Jaurlaritza / Basque Government, vol. 66(03), pages 266-293.
    21. Manconi, Alberto & Massa, Massimo & Yasuda, Ayako, 2010. "The Behavior of Intoxicated Investors: The Role of Institutional Investors in Propagating the Crisis of 2007-2008," Working Papers 10-22, University of Pennsylvania, Wharton School, Weiss Center.
    22. Michael D. Bordo & Alan M. Taylor & Jeffrey G. Williamson, 2003. "Globalization in Historical Perspective," NBER Books, National Bureau of Economic Research, Inc, number bord03-1, January.
    23. Xavier Gabaix & Parameswaran Gopikrishnan & Vasiliki Plerou & H. Eugene Stanley, 2006. "Institutional Investors and Stock Market Volatility," The Quarterly Journal of Economics, Oxford University Press, vol. 121(2), pages 461-504.
    24. Fiess, Norbert, 2003. "Capital flows, country risk, and contagion," Policy Research Working Paper Series 2943, The World Bank.
    25. Joseph E. Stiglitz, 2004. "Capital-market Liberalization, Globalization, and the IMF," Oxford Review of Economic Policy, Oxford University Press, vol. 20(1), pages 57-71, Spring.
    26. Zopounidis, Constantin & Doumpos, Michael, 2002. "Multi-group discrimination using multi-criteria analysis: Illustrations from the field of finance," European Journal of Operational Research, Elsevier, vol. 139(2), pages 371-389, June.
    27. repec:wsi:wschap:9789814749589_0011 is not listed on IDEAS
    28. Neli Tomić-Plazibat & Zdravka Aljinović & Snježana Pivac, 2010. "Risk Assessment of Transitional Economies by Multivariate and Multicriteria Approaches," Panoeconomicus, Savez ekonomista Vojvodine, Novi Sad, Serbia, vol. 57(3), pages 283-302, September.
    29. Canbas, Serpil & Cabuk, Altan & Kilic, Suleyman Bilgin, 2005. "Prediction of commercial bank failure via multivariate statistical analysis of financial structures: The Turkish case," European Journal of Operational Research, Elsevier, vol. 166(2), pages 528-546, October.
    30. Michael D. Bordo & Alan M. Taylor & Jeffrey G. Williamson, 2003. "Introduction to "Globalization in Historical Perspective"," NBER Chapters,in: Globalization in Historical Perspective, pages 1-10 National Bureau of Economic Research, Inc.
    31. Oetzel, Jennifer M. & Bettis, Richard A. & Zenner, Marc, 2001. "Country risk measures: how risky are they?," Journal of World Business, Elsevier, vol. 36(2), pages 128-145, July.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Banca; Confianza; Reputación; Incertidumbre; Boca-oreja; Bank; Trust; Reputation; Uncertainty; Word-of-mouth;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:idi:jiedee:v:18:y:2012:i:3:p:190-199. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Tony Crespo Franco). General contact details of provider: http://www.aedem-virtual.com/es/journal/iedee .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.