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