Ethical reputation and retail bank selection: a sequential exploratory mixed-methods study in an emerging economy

Purpose In this study, the authors examine how a retail bank's positive, neutral, and negative prior ethical reputations influence customers' perceptions attitudes, leading to their bank selection decisions also analyze whether there is trade-off between reputation its functional benefits customers. Design/methodology/approach The followed sequential exploratory mixed-methods research design with two studies. authors’ first study was qualitative, in which conducted interviews focus groups banking customers Pakistan. results of were used generate hypotheses that tested second using random choice experiments. Findings indicate positive neutral do not significantly impact choices; however, does affect selection. show punished reputations, even when associated higher than alternatives. Originality/value This one studies an emerging economy context consider on consumer orientation decisions.