Deregulation and the emergence of new forms of technology have created highly competitive market conditions which have had a critical impact upon consumer behaviour. Bank providers must, therefore, attempt to better understand their customers in an attempt not only to anticipate but also to...

Purpose – The purpose of the paper is to examine bank customer involvement and the importance of risk when contemplating the purchase of financial products. Design/methodology/approach – The paper is a discussion of the literature on customer involvement, risk and interaction forms the basis...