从新兴市场角度重新审视零售银行业务中愉悦与忠诚之间的联系

Mornay Roberts-Lombard, Charles Makanyeza, Olumide Jaiyeoba, Tendai Douglas Svotwa
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引用次数: 0

摘要

目的 本研究运用关系营销理论,探讨情感承诺和计算承诺在愉悦-忠诚之间的中介作用。此外,本研究还探讨了感知到的员工服务技能、感知到的价值和信任在愉悦、情感承诺、计算承诺和忠诚之间关系中的作用。研究采用自填式问卷调查法,从 332 名符合规定要求的受访者中收集数据。这些受访者是通过目的性和便利性抽样选出的。通过结构方程模型分析了各构念之间的相互关系。研究结果情感承诺和计算承诺以及愉悦对忠诚度的影响。研究的局限性/意义这项研究从关系营销理论的角度加深了人们对情感承诺和计算承诺在加强愉悦-忠诚联系中的作用的理解。实践意义这项研究就情感承诺和计算承诺在加强愉悦-忠诚联系中的重要性为新兴市场的零售银行业提供了指导。原创性/价值以关系营销理论为指导,揭示了情感承诺和计算承诺在新兴市场背景下调解愉悦-忠诚联系的作用。
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Revisiting the delight–loyalty link in a retail banking context – an emerging market perspective

Purpose

This study uses relationship marketing theory to explore affective and calculative commitment as mediators in the delight–loyalty link. Furthermore, it investigates the role of perceived employee service delivery skills, perceived value and trust in the relationships between delight, affective commitment, calculative commitment and loyalty.

Design/methodology/approach

A descriptive research approach was applied, and the data were collected from 332 retail banking customers in an emergent market who are overall satisfied with their bank. A self-administered questionnaire collected data from 332 respondents who adhered to the stipulated requirements to participate in the study. These respondents were selected through purposive and convenience sampling. The constructs’ interrelationships were analysed via structural equation modelling. The measurement and structural models were also assessed.

Findings

Affective and calculative commitment and delight impact loyalty. Both affective commitment and calculative commitment were found to mediate the relationship between delight and customer loyalty.

Research limitations/implications

The study enhances an understanding of the role of affective and calculative commitment in strengthening the delight–loyalty link from a relationship marketing theory perspective.

Practical implications

The study provides guidance to the retail banking industry in emerging markets on the importance of affective and calculative commitment in strengthening the delight–loyalty link. It further informs retail banks of the need to provide banking customers with products and service value that exceed their expectations to strengthen their future commitment and loyalty to their bank.

Originality/value

Guided by relationship marketing theory, the role of affective and calculative commitment in mediating the delight–loyalty link in an emerging market context is uncovered.

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来源期刊
CiteScore
3.20
自引率
7.70%
发文量
41
期刊介绍: African Journal of Economic and Management Studies (AJEMS) advances both theoretical and empirical research, informs policies and practices, and improves understanding of how economic and business decisions shape the lives of Africans. AJEMS is a multidisciplinary journal and welcomes papers from all the major disciplines in economics, business and management studies.
期刊最新文献
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