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Special Issue: Pricing Financial Services

Special issue call for papers from International Journal of Bank Marketing

Special issue call for papers for International Journal of Bank Marketing: Pricing Financial Services
Guest Editor: Kostis Indounas, Assistant Professor of Marketing, Athens University of Economics and Business, Greece
A review of the literature on financial services pricing reveals a growing recognition of the importance of pricing for financial services providers. For instance, pricing is the only element of the marketing strategy that directly generates revenues and profits for the firm, while all the other elements are associated with costs. Also, pricing is the most flexible element of this strategy in that pricing decisions can be made and implemented relatively quickly. The significance of pricing strategy for financial institutions is further intensified by the fact that price competition has increased among these institutions in recent years within a number of different countries. Moreover, empirical studies have shown that more and more customers turn to price in order to choose among competing alternatives, while other studies have indicated that perceived problems with pricing have the strongest impact on defection rates.       
Despite the aforementioned importance of pricing financial services, pricing has been argued to be the most neglected element of the marketing mix of financial services organizations. This situation has led many financial service providers to rely on simplified pricing formulas that do not reflect the real cost or value of their services. Also, contrary to other fields of consumer behavior, there seems to be a lack of empirical research regarding how consumers perceive and evaluate the prices offered by financial institutions. This perception and evaluation along with other customers’ characteristics are considered to affect financial services pricing significantly.
Based on the above arguments, the objectives of this special issue of the International Journal of Bank Marketing are to investigate the pricing strategy of financial services providers and to understand how customers form their perceptions of financial services prices. The emphasis will placed on incorporating the latest and most up-to-date literature both from theoretical and empirical points of view.
Topics of special interest include, but are not limited to:
·         Drivers of financial services price perceptions
·         Consumer coping strategies
·         Factors affecting price decision making in the financial services industry
·         Methods and policies for pricing financial services
·         Strategies for pricing new financial services
Submission Deadline: June 30, 2017
Submission Guidelines
Manuscripts will be reviewed through a double-blind review process.  Submission should be made through ManuscriptCentral to the Special Issue, by June 30, 2017.
For additional information please contact Assistant Professor Kostis Indounas (International Journal of Bank Marketing special issue guest editor) at [email protected]