Multi-attribute analysis of confidence, convenience and price functions of customers of financial services firms: A GLS systems model.

The paper examines attributes of customers for modelling the dimensions of confidence, convenience and affordability of services offered by financial services firms (FSFs) by applying a generalised least square (GLS) systems model to a cross-section of customers in Dubai. These three dimensions have become major drivers of long-run viability and survivability in the last 15–20 years, because of dynamic and competitive macroeconomic forces faced by the FSFs. Earnings stability, longevity of relationship and liquidity attributes significantly explain the confidence level of customers across FSFs. Core, tangible and relational attributes besides ambience and ATM network, positively significantly explained the convenience level of customers in FSFs. Home loans, credit cards, savings accounts, term deposits and insurance services are significant products that are affordable and valued by customers. The systems model was validated using a holdout sample. The study findings have implications for customer relationship management, customer insight and production/transaction processing competencies of FSFs in the study area and are equally applicable to FSFs in other developed and developing economies. [ABSTRACT FROM AUTHOR]