Relational Bonds and Customer's Trust and Commitment - A Study on the Moderating Effects of Web Site Usage
Resource
The Service Industries Journal 23 (3): 103-124
Journal
Service Industries Journal
Pages
103-124
Date Issued
2003
Date
2003
Author(s)
Lin, Neng-Pai
Weng, James C. M.
Hsieh, Yi-Ching
Abstract
Several relationship marketing theories have suggested that businesses could build long-term customer relationships. The purpose of this study is to develop relational bonding strategies for a financial service business and examine the relationship between the various relational bonds and customer trust and commitment under the moderating effects of corporate website usage. The findings of this study are threefold. First, the relational bonds that foster customers trust and commitment can be categorised empirically into three types: economic, social and structural bonds. Second, all of these bonds are significantly positively correlated with the customers' trust and commitment. Finally, customer use of a corporate website significantly moderates the relationship between the relational bonds and customer relational performance.
SDGs
Type
journal article
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