The effects of relationship marketing on customer saticfaction and loyalty: The case of commercial banking in Quang Ngai province

Abstract

This study proposes a model that examines the relationships among relational bonds, satisfaction, switching costs, and customer loyalty. Specifically, the author examines the direct impact of relational bonds (financial bonds, social bonds, and structural bonds) on customer satisfaction and loyalty. In addition, the study examines the direct impact of satisfaction and switching costs on customer loyalty. These relationships are verified through a sample of 418 individual customers using banking services in Quang Ngai province. The results show that social bonds and structural bonds positively impact customer loyalty, while financial bonds do not. In addition, financial bonds, social bonds, and structural bonds have a positive impact on customer satisfaction. Finally, research results show that satisfaction and switching costs have a positive effect on customer loyalty.

Keywords

• marketing quan hệ
• marketing quan hệ tài chính
• marketing quan hệ xã hội
• marketing quan hệ cấu trúc
• ngân hàng