Optimal customer participation and the role of relationship length
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 22 March 2021
Issue publication date: 6 July 2021
Abstract
Purpose
This study aims to examine how customers derive satisfaction and affective commitment from their participation in financial services, which is conditional on their relationship length.
Design/methodology/approach
Student interviewers approached customers who were exiting banks at two skip intervals in Taiwan. The final survey sample consists of 227 respondents.
Findings
Empirical results confirm that optimal customer participation (CP) influences affective commitment through increased customer satisfaction. The optimal level of CP with customer satisfaction and affective commitment is high if the relationship length is long.
Originality/value
This article shows that the marginal benefits of CP on customer satisfaction and affective commitment become negative after an optimum level. Furthermore, relationship length moderates the aforementioned relationships.
Keywords
Acknowledgements
This work's authors sincerely appreciate the precious comments from the anonymous reviewers and the financial aid from the Ministry of Science and Technology, Taiwan (MOST 107-2410-H-992-020).
Citation
Wang, C.-Y., Wu, L.-W. and Wei, C.-L. (2021), "Optimal customer participation and the role of relationship length", International Journal of Bank Marketing, Vol. 39 No. 5, pp. 871-885. https://doi.org/10.1108/IJBM-08-2020-0415
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited