Factor determining the relationhip banking decision
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Date
2011-12-16
Authors
LOH, CHAI HAR
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Abstract
The purpose of this study was to identify the influence of perceived value, perceived service
quality, trust, image and delight on relationship commitment toward banking relationship of
SMEs industry in Malaysia. The antecedents for relationship commitment towards loyalty in
banking relationship decision was predicted by using the data collected from 148 respondents
represented SMEs from various industries in Malaysia. The results indicated that the
perceived functional value from perceived value, reliability, responsiveness and assurance
from perceived service quality, trust and image had a direct positive influence to relationship
commitment. On the contrary, perceived relational value from perceived value, tangible and
empathy in perceived service quality and delight had no significant effect to relationship
commitment. Besides, this study also provides the empirical evidence that relationship
commitment is positive related to loyalty. Thus, bank managers should exert in more effort in
relationship marketing programme by exploring and identifying those antecedents which are
significantly determine the relationship banking decision among SMEs in Malaysia in order to
attain customer loyalty.
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Keywords
Banking Decision