Hobeika, J. (2021). Measuring stereotypes in the banking industry – an application to client relational benefits. International Journal of Bank Marketing, 39(7), 1292-1309.

Purpose – Despite interest in social stereotypes such as gender, race and age, professional stereotypes of
frontline employees is still a new topic that requires measurement in the banking services. The purpose of this
paper is to develop and validate a reliable banker stereotype scale that reflects all useful dimensions.
Design/methodology/approach – A multi-dimensional scale is developed using a mixed method in the
French context. Qualitative data were collected from two samples (11 private banking clients, 17 retail banking
clients). Quantitative data were collected from two diversified samples built by quotas: an exploratory sample
(n5226) and a confirmatory sample (n5579). Exploratory and confirmatory factor analyses were conducted
to test and validate the scale.
Findings – The measurement scale proves to be valid and reliable. The scale is then used in a conceptual model as an explanatory factor of expected relational benefits where relations are analyzed using structural equation
modeling. The model successfully provides some explanatory links between the banker stereotypes and the
expected relational benefits.
Practical implications – The concept of the professional stereotype can be further used to better understand
relationship quality and customer satisfaction through relational benefits, and more widely as a part of the
know your customer (KYC) and corporate social responsibility (CSR) procedures.
Originality/value – The scale identifies four behavioral dimensions (partner, paternalistic, subordinate and
shark) and one about dress code (formal clothing).
Keywords: Relational benefits, Scale development, Banker stereotype, Paternalistic, Shark

https://www.emerald.com/insight/0265-2323.htm

Hobeika, J., Khelladi, I., & Orhan, M. A. (2022). Analyzing the corporate social responsibility perception from customer relationship quality perspective. An application to the retail banking sector. Corporate Social Responsibility and Environmental Management, 29(6), 2053-2064.

Abstract: Management scholars are increasingly stressing the importance of corporate social responsibility (CSR) and its growing role in today's business world. Building on stakeholder theory and relationship marketing theoretical framework, this study focuses on the link between customers and CSR and the role of frontline employees in building customer relationship quality, critical for CSR initiatives. This article investigates the effects of expected relational benefits and professional stereotypes on customers‘ perceptions of companies' CSR activities. This research unveils the cognitive processes influencing customers' perceptions of CSR initiatives the moment they open the companies' doors. A survey was conducted among customers in the banking sector that is experiencing an increasing deployment of CSR programs. We found that frontline employees, as drivers of relational benefits, actively participate in how
customers perceive their banks' CSR initiatives. However, how customers perceive their banks through bankers' professional stereotypes partially influences their perceptions of CSR initiatives.
Keywords: banking sector, customer relationship quality, expected relational benefits, France, perceived
CSR, professional stereotypes

https://onlinelibrary.wiley.com/doi/abs/10.1002/csr.2301