To read the full version of this content please select one of the options below:

The dynamic role of rapport on satisfaction–commitment relationship: Testing alternative models

Johra Kayeser Fatima (Canberra Business School, University of Canberra Faculty of Business Government and Law, Canberra, Australia)
Rita Di Mascio (University of New South Wales, Sydney, Australia)
Ali Quazi (University of Canberra, Canberra, Australia)
Raechel Johns (University of Canberra, Canberra, Australia)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 9 March 2020

Issue publication date: 2 June 2020

Downloads
293

Abstract

Purpose

This study aims to capture the mediation role of customer–frontline employee rapport on customer satisfaction and affective, calculative and normative commitment by using three alternative models. It also verifies the moderation effect of relationship age on the rapport-satisfaction link in each alternative model.

Design/methodology/approach

The survey data collected from bank customers were analyzed using structural equation modeling (SEM) with the partial least square (PLS) method.

Findings

Results confirmed rapport as a significant mediator between satisfaction and each of the three types of commitment. Relationship age significantly moderates the links between rapport to affective and normative commitment but not to calculative commitment.

Research limitations/implications

Additional findings from “importance–performance analysis” suggest that satisfaction is more import to customers than rapport for developing commitment, so further investigations can reveal the underlying reasons. Also, complementary mediation shows one or more missing mediators, which calls for future research.

Practical implications

Managers need to use rapport strategically with customers in different relationship ages to build different types of commitment. Specific tactics to build rapport and possible long run implications for developing affective, calculative and normative commitment have been discussed in the “note to practitioner” section.

Originality/value

Using “broaden-and-build” theory, the study extends the literature by confirming the mediation influence of rapport on satisfaction and three types of commitment relationships.

Keywords

Acknowledgements

Erratum. It has come to the attention of the publisher that the article, Fatima, J.K. and Mascio, R.D. (2020), “The dynamic role of rapport on satisfaction–commitment relationship: testing alternative models” published in International Journal of Bank Marketing, previously did not list the authors Ali Quazi and Raechel Johns. These errors were introduced in the editorial process and have now beencorrected in the online version and the citation for this paper should now read as: Fatima, J.K., Mascio, R.D., Quazi, A. and Johns, R. (2020), “The dynamic role of rapport on satisfaction–commitment relationship: testing alternative models”. The publisher sincerely apologises for these errors and for any inconvenience caused.

Citation

Fatima, J.K., Mascio, R.D., Quazi, A. and Johns, R. (2020), "The dynamic role of rapport on satisfaction–commitment relationship: Testing alternative models", International Journal of Bank Marketing, Vol. 38 No. 4, pp. 917-932. https://doi.org/10.1108/IJBM-01-2020-0005

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited