文章基本信息

标题：Relationship Quality: The Role of Commitment on Customer Behavioural Intentions in Kenya's Banking Sector
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作者：Benedict Mutuku ; Jane Omwenga ; Mike Iravo 等
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2016
卷号：8
期号：18
页码：116-127
语种：English
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：The purpose of this study was to examine the role of relational commitment on customer behavioural intentions in Kenya's banking sector. The basic research question examined was whether or not customer commitment in service relationships always leads to favourable customer behavioural intentions, as the study was the first to examine the nature of both relationship commitment and customers behavioural intentions and the inter-relationships between them within the financial services sector of a developing country such as Kenya. Thus, utilizing a descriptive survey research design and adapted measures of relational commitment and behavioural intentions on a sample of 334 bank account holders from 43 commercial bank branches in Mombasa, Kenya, the study provides empirical evidence of multi-dimensional nature of relational commitment and its positive and significant predictive impact on favourable customer behavioural intentions with respect to customer loyalty to the bank, re-purchase intention, willingness to pay a higher price for the bank's services over others and a tendency to recommend it to surrounding people. A clarion call to marketing relationship practitioners and marketing scholars is to focus their attention on enhancing customer commitment that drives crucial customer behaviours.
关键词：Relational Affective Commitment; Relational Normative Commitment; Behavioural Intentions.