IDEAS home Printed from https://ideas.repec.org/a/pal/jmarka/v6y2018i3d10.1057_s41270-018-0032-z.html
   My bibliography  Save this article

Online relationship marketing for banks in face-to-face economies

Author

Listed:
  • Muhammed S. Alnsour

    (Al-Balqa Applied University)

Abstract

Online relationship marketing enables organisations to maintain and develop relationships with new and existing customers. In this study, we investigate online relationship marketing and the resulting loyalty for banks and their customers in an economy where face-to-face interactions are the norm. We introduce a model comprising relationship interaction and relationship quality and validate this for Jordanian banks and their SME customers. Increases in relational interaction were found to have a positive effect on the relationship quality dimensions of trust, satisfaction, and commitment. These then led to an increase in customer loyalty. Despite the preference in the economy for social presence in retail interactions, banks were able to establish effective online retail relationships with their SME customers.

Suggested Citation

  • Muhammed S. Alnsour, 2018. "Online relationship marketing for banks in face-to-face economies," Journal of Marketing Analytics, Palgrave Macmillan, vol. 6(3), pages 105-116, September.
    • Handle: RePEc:pal:jmarka:v:6:y:2018:i:3:d:10.1057_s41270-018-0032-z
    DOI: 10.1057/s41270-018-0032-z
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41270-018-0032-z
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41270-018-0032-z?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Su, Lujun & Swanson, Scott R. & Chen, Xiaohong, 2016. "The effects of perceived service quality on repurchase intentions and subjective well-being of Chinese tourists: The mediating role of relationship quality," Tourism Management, Elsevier, vol. 52(C), pages 82-95.
    2. Rauyruen, Papassapa & Miller, Kenneth E., 2007. "Relationship quality as a predictor of B2B customer loyalty," Journal of Business Research, Elsevier, vol. 60(1), pages 21-31, January.
    3. Hudson, Simon & Roth, Martin S. & Madden, Thomas J. & Hudson, Rupert, 2015. "The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees," Tourism Management, Elsevier, vol. 47(C), pages 68-76.
    4. Kim, Keysuk & Frazier, Gary L., 1997. "Measurement of distributor commitment in industrial channels of distribution," Journal of Business Research, Elsevier, vol. 40(2), pages 139-154, October.
    5. Chiung-Ju Liang & Hui-Ju Chen & Wen-Hung Wang, 2008. "Does online relationship marketing enhance customer retention and cross-buying?," The Service Industries Journal, Taylor & Francis Journals, vol. 28(6), pages 769-787, July.
    6. Fynes, Brian & Voss, Chris & de Burca, Sean, 2005. "The impact of supply chain relationship quality on quality performance," International Journal of Production Economics, Elsevier, vol. 96(3), pages 339-354, June.
    7. R. Chumpitaz & N. Paparoidamis, 2007. "Service quality, relationship satisfaction, trust, commitment, and business-to-business loyalty," Post-Print hal-00199063, HAL.
    8. Lages, Carmen & Lages, Cristiana Raquel & Lages, Luis Filipe, 2005. "The RELQUAL scale: a measure of relationship quality in export market ventures," Journal of Business Research, Elsevier, vol. 58(8), pages 1040-1048, August.
    9. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    10. Wolfgang Ulaga & Andreas Eggert, 2006. "Relationship value and relationship quality: Broadening the nomological network of business-to-business relationships," Post-Print hal-00482522, HAL.
    11. Nyadzayo, Munyaradzi W. & Khajehzadeh, Saman, 2016. "The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 262-270.
    12. Huang, Min-Hsin, 2015. "The influence of relationship marketing investments on customer gratitude in retailing," Journal of Business Research, Elsevier, vol. 68(6), pages 1318-1323.
    13. Stewart, David W., 1996. "Market-back approach to the design of integrated communications programs: A change in paradigm and a focus on determinants of success," Journal of Business Research, Elsevier, vol. 37(3), pages 147-153, November.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hechmi Najjar & Chaker Najar, 2023. "From relational benefits to consumer loyalty across international perspective: a meta-analytic structural equation modeling," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 470-489, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Simona-Mihaela TRIF, 2012. "Antecedents and consequences of relationship quality. A case study of banking sector in Romania," Timisoara Journal of Economics, West University of Timisoara, Romania, Faculty of Economics and Business Administration, vol. 5(18), pages 253-271.
    2. Boniface, Bonaventure & Gyau, Amos & Stringer, Randy & Umberger, Wendy J., 2010. "Building producer loyalty in Malaysia's fresh milk supply chain," Australasian Agribusiness Review, University of Melbourne, Department of Agriculture and Food Systems, vol. 18, pages 1-19.
    3. Pfajfar, Gregor & Shoham, Aviv & Małecka, Agnieszka & Zalaznik, Maja, 2022. "Value of corporate social responsibility for multiple stakeholders and social impact – Relationship marketing perspective," Journal of Business Research, Elsevier, vol. 143(C), pages 46-61.
    4. Lees, Nic & Nuthall, Peter & Wilson, Mark M.J., 2020. "Relationship quality and supplier performance in food supply chains," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 23(3), August.
    5. Svensson, Göran & Mysen, Tore & Payan, Janice, 2010. "Balancing the sequential logic of quality constructs in manufacturing-supplier relationships -- Causes and outcomes," Journal of Business Research, Elsevier, vol. 63(11), pages 1209-1214, November.
    6. Mujianto Mujianto & Hartoyo Hartoyo & Rita Nurmalina & Eva Z. Yusuf, 2023. "The Unraveling Loyalty Model of Traditional Retail to Suppliers for Business Sustainability in the Digital Transformation Era: Insight from MSMEs in Indonesia," Sustainability, MDPI, vol. 15(3), pages 1-31, February.
    7. Danik Lidia, 2015. "Inter-firm Relationship Quality vs. Perceived Cultural Differences," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 45(1), pages 7-31, March.
    8. Izogo, Ernest Emeka, 2015. "Determinants of attitudinal loyalty in Nigerian telecom service sector: Does commitment play a mediating role?," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 107-117.
    9. Matanda, Margaret Jekanyika & Freeman, Susan, 2009. "Effect of perceived environmental uncertainty on exporter-importer inter-organisational relationships and export performance improvement," International Business Review, Elsevier, vol. 18(1), pages 89-107, February.
    10. imen ABDENNADHER & Karim TRABELSI & Tarek ABDELLATIF, 2017. "Les influences des déterminants de la qualité relationnelle des banques islamiques sur l’engagement de leurs clients," Journal of Academic Finance, RED research unit, university of Gabes, Tunisia, vol. 8(1), June.
    11. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    12. Chen Qian & Stefan Seuring & Ralf Wagner, 2021. "Reviewing interfirm relationship quality from a supply chain management perspective," Management Review Quarterly, Springer, vol. 71(3), pages 625-650, July.
    13. Juan Carlos Fandos-Roig & Javier Sánchez-García & Sandra Tena-Monferrer & Luis José Callarisa-Fiol, 2020. "Does CSR Help to Retain Customers in a Service Company?," Sustainability, MDPI, vol. 13(1), pages 1-21, December.
    14. Wu, Lei-Yu & Chen, Po-Yuan & Chen, Kuan-Yang, 2015. "Why does loyalty–cooperation behavior vary over buyer–seller relationship?," Journal of Business Research, Elsevier, vol. 68(11), pages 2322-2329.
    15. Su, Lujun & Swanson, Scott R. & Chen, Xiaohong, 2016. "The effects of perceived service quality on repurchase intentions and subjective well-being of Chinese tourists: The mediating role of relationship quality," Tourism Management, Elsevier, vol. 52(C), pages 82-95.
    16. Yu-Te Tu & Yu-Yi Chang, 2014. "Customer Commitment as a Mediating Variable between Corporate Brand Image and Customer Loyalty," Journal of Education and Vocational Research, AMH International, vol. 5(1), pages 17-27.
    17. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    18. Ibrahim Alnawas & Shadi Altarifi, 2016. "Customer emotional regulation and relationship quality: Evidence from the banking industry," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(4), pages 254-266, December.
    19. Sarmiento Guede, José Ramón & De Esteban Curiel, Javier & Antonovica, Arta, 2021. "Increase the influence of the travel video bloggers by using Youtube to sell trips indirectly through relationship marketing and service quality online," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    20. Antonio CORREIA de BARROS & Hortensia BARANDAS & Paulo Alexandre PIRES, 2009. "Applying Artificial Neural Networks to Evaluate Export Performance: A Relational Approach," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(4), pages 713-734, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jmarka:v:6:y:2018:i:3:d:10.1057_s41270-018-0032-z. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.