NEOBANKING AS A DIRECTION OF DEVELOPMENT OF MODERN FINANCIAL TECHNOLOGIES by A. V. Komarov, V. M. Martyukova

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Harmony amidst dissonance: unveiling the power of open communication in resolving demarketing dilemmas by Fiona Kigen, Marike Venter de Villiers

“…This study extends its application to the underexplored domain of demarketing in the banking sector, specifically addressing the challenges banks face in managing loan rejections. Unlike traditional studies on post-purchase dissonance or general dissatisfaction, this research examines how deliberate, firm-initiated actions – such as demarketing – create CD while requiring strategies to retain customer loyalty. …”
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