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  • Reasessing Relationship equit

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Reassessing relationship equity in the retail banking services sector

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Publication date3/07/2017
Host publicationAM2017 Conference Proceedings
Place of PublicationHull
PublisherAcademy of Marketing
ISBN (print)9781527212718
<mark>Original language</mark>English
EventAcademy of Marketing Conference AM2017 - Hull, United Kingdom
Duration: 4/07/2017 → 6/07/2017

Conference

ConferenceAcademy of Marketing Conference AM2017
Country/TerritoryUnited Kingdom
CityHull
Period4/07/17 → 6/07/17

Conference

ConferenceAcademy of Marketing Conference AM2017
Country/TerritoryUnited Kingdom
CityHull
Period4/07/17 → 6/07/17

Abstract

This study focuses on the relationship equity – customer loyalty link in the retail banking
services sector. Recent trends in customer switching behaviour in the financial retail services
market have created a need to review the role of relationship equity in maintaining customer
loyalty. Specifically, the authors examine the effects of relationship equity on both
commitment and customer loyalty in an Eastern European country. The study findings reveal
a positive effect of relationship equity on loyalty and commitment for different customer
segments. Further, customer profitability moderates both relationship equity – commitment
and relationship equity - loyalty links in the retail banking services sector.