The Influence of National Culture on Customers' Cross-Buying Intentions in Asian Banking Services ─ Evidence from Korea and Taiwan

The traditional walls between banking, insurance and securities markets are breaking down as a result of deregulation and liberalization of financial services. The cross-buying of financial services has become a global trend as a part of the convergence of financial services. This trend has recently commenced in East Asian countries, such as Taiwan and Korea, where the tremendous growth of these activities has been noticed. The book explores what the determinants of this growth in East Asia, particularly in Korea and Taiwan are, and how these determinants influence differently to the customers of these two countries when compared with the studies conducted on other countries (e.g. Europe and North America).

The book opens the view on the subject of customers’ behavioural intentions of cross-buying banking services in East Asian countries, especially from a cross-cultural perspective and empirically tested findings help marketing personnel in financial institutions, marketing practitioners’ in banks and researchers of financial services and marketing, understanding on East Asia such as Taiwan and Korea, where the tremendous growth of these activities has been noticed in recent years.

You-il Lee is Associate Professor and Associate Director of the Australian Centre for Asian Business (CAB) leading the research on Globalization and Asian Capitalism in the International Graduate School of Business (IGSB) at the University of South Australia. You-il is also leading the IGSB's Master of International Business Program (MIB).

You-il is a political economist, who works on socio-economic and political changes, foreign direct investment, and political and economic dynamics of globalization in Northeast Asia. You-il's research findings have been appeared in a number of academic journals including Journal of Contemporary Asia, Asian Studies Review, Asia-Pacific Business Review, Asian Perspectives, Far Eastern Economic Review and Pacific Affairs, and authored/co-authored a number of scholarly books with leading publishers including Edward Elgar, Ashgate and Financial Times. You-il is currently completing a research book, The Impact of Foreign Multinational Corporations in South Korea: Evolution, Dynamics and Contradictions (Cheltenham: Edward Elgar).