Relationship marketing dynamics, customer satisfaction and customer loyalty in retail banking: The role of long-term orientation culture and service recovery

摘要

Extant literature has amply reported the associations between relationship marketing dynamics, customer satisfaction and customer loyalty. However, these reports are contradictory and thus, inconclusive. Meanwhile, past studies have argued extensively on the influence of individual customer values on perception, decision making and buying behaviour.Yet, very little is known of the interaction effect of long-term orientation culture on the link between trust, bonding, communication, personalization and customer satisfaction in retail banking sector. Similarly, while several studies have documented the significant effect of customer complaints on customer loyalty, there is no noticeable researchudevidence on the intervening effect of service recovery on the relationship between customerudcomplaints and customer loyalty.To fill these gaps, this conceptual paper is written