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Ethical reputation and retail bank selection: A sequential exploratory mixed-methods study in an emerging economy

Lookup NU author(s): Dr Shoaib Ul Haq



This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).


In this study, the authors examine how a retail bank’s positive, neutral, and negative prior ethical reputations influence customers’ perceptions and attitudes, leading to their bank selection decisions and also analyze whether there is a trade-off between a bank’s negative prior ethical reputation and its functional benefits to customers. Design/methodology/approach – The authors followed a sequential exploratory mixed-methods research design with two studies. The authors’ first study was qualitative, in which the authors conducted interviews and focus groups with banking customers in Pakistan. The results of this study were used to generate hypotheses that were tested in the second study using random choice experiments. Findings – The results indicate that positive and neutral prior ethical reputations do not significantly impact customers’ choices; however, a negative reputation does affect selection. The results also show that customerspunished negative reputations, even when the associated functional benefits were higher than the alternatives. Originality/value – This is one of the first mixed-methods studies in an emerging economy context to consider the impact of ethical reputation on consumer orientation and bank selection decisions.

Publication metadata

Author(s): Butt I, Ul-Haq S, Shareef MA, Chowdhury AH, Ahmed JU

Publication type: Article

Publication status: Published

Journal: International Journal of Bank Marketing

Year: 2022

Pages: Epub ahead of print

Online publication date: 19/07/2022

Acceptance date: 10/05/2022

Date deposited: 09/09/2022

ISSN (print): 0265-2323

ISSN (electronic): 1758-5937

Publisher: Emerald Publishing Limited


DOI: 10.1108/IJBM-03-2021-0104

ePrints DOI: 10.57711/gk5m-y792


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