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Modelling satisfaction-commitment relationship in developing country context

Johra Kayeser Fatima (Faculty of Business and Law, Deakin University, Melbourne, Australia)
Mohammed Abdur Razzaque (School of Marketing, University of New South Wales, Sydney, Australia)
Rita Di Mascio (School of Marketing, University of New South Wales, Sydney, Australia)

International Journal of Quality & Reliability Management

ISSN: 0265-671X

Article publication date: 1 August 2016

639

Abstract

Purpose

Considering the significance of customer satisfaction and commitment in the competitive banking industry of developing countries, the purpose of this paper is to investigate the alternative relationships of satisfaction with various types of commitment, benefits, quality and trust. It also attempts to identify the interrelationships among three types of trust, namely, competence, contractual and goodwill, as well as affective, calculative and normative commitment.

Design/methodology/approach

Structural equation modelling (AMOS-based) is used to analyse data collected from a survey of 212 bank customers in Bangladesh.

Findings

Findings show that satisfaction has a significant impact on affective, calculative and normative commitment, as well as on competence, contractual and goodwill trust. While core and relational service qualities, and confidence and social benefits influence the level of satisfaction, tangible service quality and special treatment benefit seem to have no significant effect on satisfaction. Finally, all three types of trust are found to have a strong influence on affective commitment; however, contractual trust and competence trust are found to have no impact on calculative and normative commitment.

Practical implications

The paper provides insights for bank management in order to understand the relative importance of each type of trust, commitment, quality and benefit, and their relationships with satisfaction.

Originality/value

It is the first to take the initiative to test a large range of relationships in a single study to better understand customer satisfaction in the banking industry in a developing country context.

Keywords

Citation

Fatima, J.K., Razzaque, M.A. and Di Mascio, R. (2016), "Modelling satisfaction-commitment relationship in developing country context", International Journal of Quality & Reliability Management, Vol. 33 No. 7, pp. 985-1001. https://doi.org/10.1108/IJQRM-01-2014-0013

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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