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The role of consumer multiple identities in bank choice in Pakistan.

Ashraf, S., 2021. The role of consumer multiple identities in bank choice in Pakistan. Doctoral Thesis (Doctoral). Bournemouth University.

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ASHRAF, Samreen_Ph.D._2021.pdf
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Identity via consumption has received much attention in academic research, however fewer studies are found on the role of multiple identities in consumption. This gap becomes wider when it comes to financial services consumption (banking in particular). Further, components of these multiple identities (personal, role and group) are yet to be explored in relation to consumer choice. Therefore, this study aims to contribute to the theory of multiple identities by classifying and defining the components of each consumer multiple identities and exploring the role each of these identities play in consumers’ bank choice. The choice motivation between Islamic and Non-Islamic banks is explored in this regard, where Islamic banks provide the same services as Non-Islamic banks but with an exception of paying/earning any interest. Previous studies have found culture and religion to play a strong role in the formation of multiple identities, thus the author will also investigate the influence of culture (role of family) and religion (religious beliefs, commitment and affiliation) on consumers’ multiple identities and hence on their bank choice. Pakistan is chosen as the context of this study because 1) the presence of Islamic and Non-Islamic banks; 2) Pakistan is a country which was found in the name of religion and thus there is strong presence of religious values in the country; and 3) Pakistan is considered to be an under researched country in the area of consumption, which made it the best suited context for this study. Adopting a qualitative approach, the author conducted 39 semi-structured interviews with Pakistani bank consumers, and the data was analysed thematically using NVIVO 10. Data analyses revealed four key findings. First, religious identity, role of being son/daughter and career identity were the salient consumer identities in relation to bank choice. Second, while defining the components of these multiple identities, the author found that; religious identity was comprised of religious beliefs, role of religion and spirituality. Parents’ happiness, importance of parents and father vs mother made up the role identity of being son/daughter. Whereas moving out, ambitious; future oriented, and making parents proud were grouped under career identity. Third, the role identity of son/daughter was considered to be the most relevant in terms of the consumption of the services of Islamic banks. Fourth, the overlapping nature of cultural and religious influences gave rise to identity conflict in participants’ lives. The author therefore found two types of identity conflict in relation to participants’ bank choice: inter and intra identity conflict. This study contributes to the theory of multiple identities, consumption and financial services literature. First, by investigating different level of identities enacted by consumers via their consumption behaviour. Second, by identifying components of each of these multiple identities. Third, the author discovered a conflict among and between multiple identities, labelled inter and intra identity conflict for the purpose of this study. The fourth contribution to the theory of multiple identities is on what made some identities salient over the others. Similarly, this study also contributes to the existing debate of the precedence of religion over culture and vice versa in the consumption research. Finally, this is one of the first studies to explore the topic of multiple identities in the context of financial services, hence contributing to the consumption literature of banking choice. This study has implications for the banking sector in Pakistan. Islamic banks should design their communication strategies using sound Islamic tangible cues to improve the congruence between their banks and consumers. This will also help to address consumers’ identity conflict. Future research can further explore the identities of Islamic banks and its alignment with consumer identities utilising big sample data.

Item Type:Thesis (Doctoral)
Additional Information:If you feel that this work infringes your copyright please contact the BURO Manager.
Uncontrolled Keywords:consumer identity; multiple identities; banking; qualitative; identity conflict; financial services
Group:Bournemouth University Business School
ID Code:36105
Deposited By: Symplectic RT2
Deposited On:13 Oct 2021 10:31
Last Modified:14 Mar 2022 14:29


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