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Does the length of a customer--provider relationship really matter?

Author

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  • Yu-Ching Chiao
  • Ya-Kang Chiu
  • Jyh-Liang Guan

Abstract

This study examines both a moderator and a mediator of perceived service quality and payment equity as they relate to customer loyalty in the banking industry. Through the moderating factor, the length of the customer--bank relationship, this study builds a conceptual framework for distinguishing between transactional- and relationship-oriented customers and provides an empirical analysis by using structural equation modelling. The empirical findings of this study, the result of the examination of 610 banking customers, showed that different lengths of the customer--bank relationship form loyalty from different variables and from a different path. For transactional-oriented customers, loyalty was built through the achievement of overall customer satisfaction; whereas for relationship-oriented customers, loyalty was built through the establishment of trust. Suggestions and limitations based on the finding are also discussed.

Suggested Citation

  • Yu-Ching Chiao & Ya-Kang Chiu & Jyh-Liang Guan, 2008. "Does the length of a customer--provider relationship really matter?," The Service Industries Journal, Taylor & Francis Journals, vol. 28(5), pages 649-667, June.
    • Handle: RePEc:taf:servic:v:28:y:2008:i:5:p:649-667
    DOI: 10.1080/02642060801988191
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    Cited by:

    1. Chao-Chin Huang & Chung-Yuan Tsay & Shih-Chieh Fang & Shyh-Ming Huang, 2023. "A Contingency Model in Establishing Brand Loyalty: Relationship Age as a Moderator," Corporate Reputation Review, Palgrave Macmillan, vol. 26(1), pages 19-32, February.
    2. Al-alak, Basheer A., 2014. "Impact of marketing activities on relationship quality in the Malaysian banking sector," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 347-356.

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