Transformation of financial services in northeast Asian banks: an unexpected, but pleasant, cultural surprise
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2015
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Hong, J.L.
Lee, Y.I.
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The world financial review, 2015; (January-February 2015):13-16
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Dr. Jung Kee Hong and Dr. You-il Lee explore the new emergence of financial market trends shown in Northeast Asia, such as the rapid growth in bancassurance in Korea and Taiwan. The authors offer an analysis on a common cultural value that Korean and Taiwanese banking customers appreciate, and the main drivers from this common cultural value that stimulate the customers’ cross-buying intentions in their banks.
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Copyright 2015 The World Financial Review