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The purpose of this paper is to analyze customer loyalty in the context of existing relationships between Brazilian banking service provider and its customers in the context of B2C (Business-to-Consumer) relationships. Hence, a theoretical model was proposed and tested with banking services private individual customers taking into account perceived value, service provider reputation, financial bonding tactics, structural bonding tactics, social bonding tactics and switching costs as customer loyalty determinants.

A multivariate statistical approach with structural equations modeling was used in a 505 customer sample of the one prominent bank in Brazil.

Results indicate that the proposed theoretical model confirming a satisfactory fit, presenting a good explanatory power (R²=0.738) and supporting that perceived value influences the service provider reputation; financial bonding tactics, structural bonding tactics and social bonding tactics influence perceived value; service provider reputation influences switching costs; switching costs influence customer loyalty and the social bonding tactics influence customer loyalty.

The results evidenced in the present research could serve as benchmarking for other researchers or managers connected to the financial service sector (or bank service) when looking for a better understanding about the antecedents of customer loyalty, adapting strategies and actions to stimulate and generate better market and economic–financial results for the institutions of this sector.

Finding out which constructs better explain customer loyalty, and its possible relations, is something relevant for the banking sector, once it can generate more effective managerial insights, positively making an impact in a customer portfolio performance, or the financial institution itself, from the construction, maintenance and strengthening of the relationships with customers.

The purpose of the paper is to summarize existing evidence about the behavioral sequence of relationship marketing at the individual customer level, and also to offer a conceptual model of the impact of particular behaviors that signal whether customers remain with or defect from the company.

Based on the SEM tool of Lisrel (Linear Structure Relation), This study develops and empirically tests a model for examination of the impact of different relationship efforts (financial bonding, social bonding, and structural bonding) made by a retailer on key relationship marketing outcomes (perceived relationship investment, customer satisfaction, trust, relationship commitment, and behavioral intentions). A cross‐department study in the financial services industry was conducted, based on three customer samples (from the departments of loans, deposits, and credit cards) drawn from XYZ bank, one of the most famous banks providing merchant banking services in Taiwan.

SEM results indicate that retailers who undertake relationship efforts with loyal customers can positively affect these customers' attitudes and behavioral intentions. The findings suggest that financial services with different attributes require different kinds and levels of customer treatments and relationship efforts. They support the contention that the aggregation of customer satisfaction from continuous exchange leads to trust between the two parties (retailers and customers). They also suggest the direction of resource reallocation. Consequently, managers and employees of retail banks need to be trained, motivated, and rewarded for making relationship efforts with regular customers.

According to the research, managers should segment their customers into several groups effectively and use different marketing programs for customers of various characteristics, so as to get correct and efficient results.

The research suggests that managers of financial services institute should be serious about targeting investment dollars to improve customer satisfaction, and know why customers buy what they sell.

The purpose of the paper is to summarize existing evidence about the behavioral sequence of relationship marketing at the individual customer level, and to offer a conceptual model of the impact of particular behaviors that signal whether customers remain with or defect from the company.

Based on the SEM tool of Lisrel (Linear Structure Relation), this study develops and empirically tests a model examining the relations among relationship bonding tactics, perceived relationship investments, customer satisfaction, trust, commitment and customer behavioral loyalty, as relationship duration was used as a controllable variable in a relationship marketing system.

Based on a sample collected from PC school, the largest information services institute in Taiwan, the results show that all three kinds of relationship bonding tactic do have significant influence on perceived relationship investment except for financial ones. Besides, the results show that customer satisfaction is very important in reinforcing customers' trust, commitment and repurchase intentions within the relationship marketing system. Finally, relationship duration does have a positive influence on both customer satisfaction and customer behavioral loyalty.

According to this research, managers should effectively segment their customers into several groups and use different marketing programs for customers of various characteristics, so as to get effective and efficient results.

The research suggests that managers of information education services institutes should be serious about targeting investment dollars to improve customer satisfaction, and know why customers buy what they are selling.

The purpose of this paper is to develop and empirically test a model for examination of the impact of different relationship efforts (financial bonding, social bonding, and structural bonding) made by a retailer on key relationship marketing outcomes (trust, relationship commitment, and behavioral loyalty).

A cross department study in the financial services industry was conducted based on three consumer samples (Department of Loans, Deposits, and Credit Cards) drawn from XYZ Bank, one of the most famous banks providing merchant banking services in Taiwan.

SEM results indicate that retailers undertaking relationship efforts to loyal consumers can positively affect these consumers' attitudes and behavior. Besides, the findings suggest that financial services with dissimilar attributes need different kinds and levels of service and relationship efforts.

Consequently, managers and employees of retail banks need to be trained, motivated, and rewarded for making relationship efforts to regular consumers.

The purpose of this study is to develop and empirically test a model examining the relationship between customer perceptions (product attributes, benefits, customer satisfaction, trust, commitment and customer behavioral loyalty) and financial performance of a merchant bank.

Based on the SEM tool of Linear Structure Relation (LISREL), this study develops and empirically tests a model examining the relationships between customer perspectives (product attributes, benefits, customer satisfaction, trust, commitment and customer behavioral loyalty) and the financial perspective (financial performance). A cross‐department study in the financial services industry was conducted based on three consumer samples (department of Loans, Deposits, and Credit Cards) drawn from XYZ bank, one of the most famous banks providing merchant banking services in Taiwan.

SEM results indicate that: customer perceptions positively affect financial performance; and customers purchase financial services with dissimilar benefits, all of which come with corresponding attributes, and hence result in different levels of customer satisfaction and behavioral sequence, which is important in reinforcing customers' trust, commitment, repurchase intentions and corporate financial performance.

The findings suggest that financial service managers could consider treating consumers as partners in their provision of existing services or their quest to develop successful new services. Reciprocal behavior will foster a positive atmosphere, remove barriers arising from risk, and enable relationships to progress, ultimately improving financial performance.

The research proposes an empirical model of the customer perceptions in the consumption of financial services that has a positive impact on the financial performance of the company. The findings are based on data from one company across three product departments.

The purpose of this paper is twofold: first, to investigate the role of perceived risk as a moderator of the key relational mediators of satisfaction and trust, and second, to test the influence of perceived product value and social bonding as antecedents of brand satisfaction and brand trust to understand their effectiveness under different risk conditions. Palmatier et al. (2006) call for the study of moderators of relational mediators, such as trust and satisfaction, which may determine the effectiveness of different relationship marketing strategies.

This study investigates business-to-consumer relationships between a car brand and its customers, applying structural equation modeling.

Results show that perceived risk moderates the mediating role of both brand trust and brand satisfaction on relationship outcomes. When perceived risk is low, brand satisfaction alone determines brand loyalty, whereas when perceived risk is high, brand trust exclusively determines brand loyalty. Thus, the effectiveness of social bonding tactics as a prime determinant of trust is contingent on consumers’ risk perceptions.

A limitation of the present research is its focus on one product category. Further investigations should be conducted to expand the findings’ generalizability.

The often-recommended social bonding between boundary spanner and customers is only an effective relationship marketing strategy in situations of high perceived risk.

This study clarifies the role of perceived risk in marketing relationships by testing alternative models.

The purpose of this research is to explore the experiences of women who participated in a competitive retail shopping event.

The grounded theory approach was used.

Interpretations of the data suggest that female consumers use competitive shopping events to facilitate interpersonal bonding and create meaningful memories. Findings also reveal that female consumers value memorable retail experiences, particularly when they are contextualized by important cultural conditions.

The study focused on one competitive shopping event and informants were exclusively women in the USA. The results imply that competitive retail shopping experiences can be important events in the lives of those involved, especially if they have cultural importance.

It is important for retail managers to understand the impact shopping experiences may have on customers. This paper’s findings suggest that retailers may be able to help facilitate memorable experiences by creating an environment for shoppers to bond with their shopping companions. Creating a competitive atmosphere that is enjoyable and special is one such environment. The findings are based on a focal product (wedding gown) that has symbolic importance in the lives of the women involved.

This study highlights the social value of shopping for women, particularly as it relates to a ritualistic event (marriage and weddings).

This research is one of the first to specifically analyze the competitive nuances of special retail events. It uncovers a critical benefit to the people who participate in consumer competition.

This paper aims to re‐examine the commitment‐trust model in the context of premium banking services. In line with Toncar and Munch, the authors seek to develop an extension to the model because of the need to encapsulate contextual variables that constrain the link between the core relationship marketing constructs of trust and commitment.

A series of qualitative interviews were administered with bank relationship managers and premium banking customers. This enabled the concurrent consideration of both bank and customer views that helped to establish converging lines of thought within the bank‐customer relationship.

The authors’ findings provided evidence of the commitment‐trust link, and in particular continuance‐based commitment, within the context of premium banking relationships. By triangulating their findings with current thinking in relationship marketing literature, the authors present propositions for interaction quality and switching costs to be salient moderators between trust and commitment in this premium segment. A conceptual model that outlines the interplay between these four constructs is offered.

Few have examined the commitment‐trust link in light of moderator variables within retail banking services, and this research is the first to examine this specifically in the premium banking segment where customers are likely to be financially savvier and less knowledge dependent. This research therefore takes the first step in developing an extension to the commitment‐trust model for this segment, and forms the basis for further empirical research to examine the specific impact of interaction quality and switching costs, particularly in relation to continuance‐based commitment.

The purpose of this paper is to study the effects of relationship marketing factors of sports centers on commitment to relationship and intention to recommend.

A statistical survey was conducted for quantitative research, and in-depth interviews, for qualitative research, according to the mixed methods research.

The results of the quantitative research show that the relationship marketing factors of bonding, facility, and price positively influence commitment to relationship. Expertise and facility positively influence intention to recommend. Finally, commitment to relationship positively influences intention to recommend.

Sports centers could build relationships based on polite and hospitable service, and host monthly events for building rapport among members. Instructors’ expertise promotes bonding and serves as the most essential factor for intention to recommend. Sports centers must adequately introduce promotions related to rational consumption and specialized promotion. Centers that are managed too carelessly or frugally will have a highly negative impact on customer relationship and intention to recommend.

This study aims to empirically analyze customer needs by comparing the results of in-depth interviews with customers based on the results of quantitative studies through mixed methods research. It determines the relationships between the aforementioned variables, providing practical implications through analysis of the customers’ subjective consciousness by focusing on sports facilities in order to secure competitive advantage, and thus, overcome financial difficulties.

The purpose of this article is to develop a model for examination of the relations among attributes, benefits, customer satisfaction, trust, commitment, and customer behavioral loyalty in a marketing system.

In order to observe the behavioral sequence of relationship marketing and relationship quality, this paper aims to collect the relevant literature and infer to the conceptual framework.

The conceptual model is at the level of the individual customer and proposes that benefits and customer satisfaction are positively related with respect to information services. This model also proposes that customer satisfaction and behavioral intentions are positively related and, thus, that product‐related and/or non‐product‐related attributes – functional, symbolic and/or experiential benefits – are determinants of whether a customer ultimately remains with or defects from a company.

Suggesting a research agenda whereby information about individual‐level behavioral sequence of product‐related and/or non‐product‐related attributes and benefits can be monitored and linked to customer satisfaction data, in order to provide ongoing evidence of the impact of attributes and benefits on customer behavioral sequence.