Perceived value, relationship quality and positive WOM intention in banking
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 6 September 2018
Issue publication date: 18 September 2018
Abstract
Purpose
The purpose of this paper is to explore the proposed relationships between perceived usefulness (a dimension of perceived value), the relationship quality factors (competence trust and continuous commitment) and positive word-of-mouth intentions in an electronic banking setting.
Design/methodology/approach
A survey was conducted among 511 electronic banking customers.
Findings
Continuous commitment was found to mediate the relationships between perceived usefulness and competence trust with positive word-of-mouth intention, respectively.
Research limitations/implications
The results indicate the role of perceived value and relationship quality in contributing to positive word-of-mouth intention.
Practical implications
The findings could also guide banking institutions in managing their existing electronic banking customers more appropriately and to encourage them to engage in word-of-mouth behaviour that will convince other potential users of the benefits of the service.
Originality/value
Little is known on a mediated model noting the connection between perceived value, the relationship quality factors competence trust and continuous commitment and positive word-of-mouth intention. The findings provide more insight into the matter and accordingly contribute to the developing body of knowledge on perceived value, relationship quality and behavioural intention and their importance to the stream of research on positive word of mouth.
Keywords
Acknowledgements
This work is based on research supported in part by the National Research Foundation of South Africa (Grant No. 96188). Any opinion, finding and conclusion or recommendation expressed in this material is that of the authors and the National Research Foundation of South Africa does not accept any liability in this regard.
Citation
van Tonder, E., Petzer, D.J., van Vuuren, N. and De Beer, L.T. (2018), "Perceived value, relationship quality and positive WOM intention in banking", International Journal of Bank Marketing, Vol. 36 No. 7, pp. 1347-1366. https://doi.org/10.1108/IJBM-08-2017-0171
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited