The Influence of National Culture on Customers' Cross-Buying ... - 9781138055421

Taylor & Francis

The Influence of National Culture on Customers' Cross-Buying Intentions in Asian Banking ServicesEvidence from Korea and Taiwan\nAuthor(s): Jung Kee Hong, You-il Lee\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138055421, 978-1138055421\nSynopsis\nThe traditional walls between banking, insurance and securities markets are breaking down as a result of deregulation and liberalization of financial services. The cross-buying of financial services has become a global trend as a part of the convergence of financial services. This trend has recently commenced in East Asian countries, such as Taiwan and Korea, where the tremendous growth of these activities has been noticed. The book explores what the determinants of this growth in East Asia, particularly in Korea and Taiwan are, and how these determinants influence differently to the customers of these two countries when compared with the studies conducted on other countries ([url.