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The behavioural sequence of the financial services industry in Taiwan: Service quality, relationship quality and behavioural loyalty

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  • Chiung-Ju Liang
  • Wen-Hung Wang

Abstract

This study develops and empirically tests a model for examination of the relations among service quality scales, relationship bonding tactics, customer satisfaction, trust and commitment, and customer behavioural loyalty in a relationship marketing system. This paper aims to test the relationship between perceived service quality satisfaction and relationship intentions, or, in other words, whether or not consumers will consider building long-term relationships with service providers on the basis of a single instance of perceived service quality. Based on three groups of samples from XYZ bank, one of the most famous banks providing merchant banking services in Taiwan, the findings suggest that financial products with different product attributes need different kinds and levels of service and relationship investment. The findings also suggest that there does exist a positive relationship between service quality satisfaction and perceived relationship investment.

Suggested Citation

  • Chiung-Ju Liang & Wen-Hung Wang, 2006. "The behavioural sequence of the financial services industry in Taiwan: Service quality, relationship quality and behavioural loyalty," The Service Industries Journal, Taylor & Francis Journals, vol. 26(2), pages 119-145, March.
    • Handle: RePEc:taf:servic:v:26:y:2006:i:2:p:119-145
    DOI: 10.1080/02642060500369131
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    Cited by:

    1. Sonja Fourie & Michael Goldman & Michael McCall, 2023. "Designing for loyalty programme effectiveness in the financial services industry," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 502-525, September.
    2. Ching-I Teng & Kuei-Wen Huang & I-Ling Tsai, 2007. "Effects of Personality on Service Quality in Business Transactions," The Service Industries Journal, Taylor & Francis Journals, vol. 27(7), pages 849-863, October.
    3. 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.
    4. Shu-Hua Chien & Jyh-jye Chen, 2008. "Supplier involvement and customer involvement effect on new product development success in the financial service industry," The Service Industries Journal, Taylor & Francis Journals, vol. 30(2), pages 185-201, February.
    5. Peter Atorough & Heba Salem, 2016. "A framework for understanding the evolution of relationship quality and the customer relationship development process," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(4), pages 267-283, December.
    6. Mercy Mpinganjira, 2015. "Online Store Service Convenience, Customer Satisfaction and Behavioural Intentions: A Focus on Utilitarian Oriented Shoppers," Journal of Economics and Behavioral Studies, AMH International, vol. 7(1), pages 36-49.
    7. Hani, Umme & Akter, Shahriar & Wickramasinghe, Ananda & Kattiyapornpong, Uraiporn, 2021. "How does relationship quality sustain the rich world’s poorest businesses?," Journal of Business Research, Elsevier, vol. 133(C), pages 297-308.
    8. Muhammad Alshurideh, 2017. "A Theoretical Perspective of Contract and Contractual Customer-Supplier Relationship in the Mobile Phone Service Sector," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(7), pages 201-201, June.
    9. Kalinic, Zoran & Marinkovic, Veljko & Molinillo, Sebastián & Liébana-Cabanillas, Francisco, 2019. "A multi-analytical approach to peer-to-peer mobile payment acceptance prediction," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 143-153.

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