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AuthorAl-Wugayan, Adel A
Available date2021-09-20T05:33:27Z
Publication Date2021-07-15
Publication NameStudies in Business and Economics
Identifierhttp://dx.doi.org/10.29117/sbe.2020.0121
ISSN1818-1228
URIhttp://hdl.handle.net/10576/23254
AbstractThis study investigates how customer-bank relationship strength dimensions, reflected by relationship length, depth and width, influence the associations between customer-perceived relationship quality and relational outcomes in retail bank service industry. To date, it’s still unclear whether relationship strength could contribute to, or detract from, customer relationship quality and outcome. A total of 2,029 bank customers in Kuwait are surveyed and data collected is analyzed using PLS-SEM modeling to validate the proposed conceptual framework followed by Multi-Group Analysis to test study hypotheses. Obtained findings show that the linkages between relationship quality components (satisfaction, trust and commitment) and relational outcomes (loyalty and Word-of-Mouth) are affected by the level of relationship length and depth, while relationship width only influenced the association between satisfaction and relational quality. The inclusion of relationship strength that represents past customer behavior provides a more accurate and comprehensive view of the dynamics of the interrelationship between key antecedents and consequences of relationship marketing in the retail banking industry
Languageen
PublisherQatar University Press
SubjectRelationship Banking
Customer Loyalty
Relationship Length
Relationship Depth
Relationship Width
Positive Word-of-Mouth
Customer Satisfaction
Affective Commitment
Perceived Trust
TitleCUSTOMER RELATIONSHIPS IN BANKING: DOES RELATIONSHIP STRENGTH INFLUENCE RELATIONSHIP QUALITY AND OUTCOMES?
TypeArticle
Pagination61-97
Issue Number1
Volume Number23
dc.accessType Open Access


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