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Perceived price and service quality as mediators between price fairness and perceived value in business banking relationships: A micro-enterprise perspective

Mariëtte Louise Zietsman (Department of Marketing Management, University of Pretoria , Pretoria, South Africa)
Pierre Mostert (Department of Marketing Management, University of Pretoria , Pretoria, South Africa)
Göran Svensson ( Kristiania University College , Oslo, Norway)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 19 September 2018

Issue publication date: 13 February 2019

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1953

Abstract

Purpose

The purpose of this paper is to test perceived price and service quality as mediators between price fairness and perceived value in service encounters between micro-enterprises and their banks.

Design/methodology/approach

The study is based on a self-administered and internet-based questionnaire conducted in the banking industry. The sample consists of 381 micro-enterprises in South Africa that employ one or two staff members.

Findings

The findings of this paper provide evidence for both theory and practice that perceived price and service quality influence the relationship between business banking customers’ perception of price fairness and the value of the service offered.

Research limitations/implications

The measurement and structural properties reported are satisfactory. This paper confirms the hypothesized relationships in the tested research model, and rejects a tested rival model. Limitations are reported, and suggestions for further research are provided.

Practical implications

This paper offers banking executives guidance in managing the pricing structure of their services, and highlights the value of offering greater transparency with regards to service charges and interest rates.

Originality/value

This paper contributes to insights into the mediating effects of perceived price and service quality between price fairness and perceived value in business relationships between micro-enterprises and their banks.

Keywords

Citation

Zietsman, M.L., Mostert, P. and Svensson, G. (2019), "Perceived price and service quality as mediators between price fairness and perceived value in business banking relationships: A micro-enterprise perspective", International Journal of Bank Marketing, Vol. 37 No. 1, pp. 2-19. https://doi.org/10.1108/IJBM-07-2017-0144

Publisher

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Emerald Publishing Limited

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