IDEAS home Printed from
   My bibliography  Save this article

Value congruence and consumer’s satisfaction towards online banking – the mediation role of affective commitment


  • Rahman Muhammad Sabbir

    (International Islamic University, Malaysia)

  • Islam Nazrul

    (Eastern University, Bangladesh)


Value congruence (VC) and its impact on customers’ satisfaction towards online banking practices rarely appear in the literature of services marketing. The aim of this inquiry is to explore the influence of VC towards customer’s satisfaction towards online banking and examine the mediating role of affective commitment in the Bangladeshi online banking service context. This research applied survey method for the accumulation of information. Data was analysed by means of descriptive statistics followed by exploratory factor analysis, confirmatory factor analysis and structural equation modelling. The findings uncovered that the positive impact of VC on customers’ satisfaction is stronger when affective commitment play as a mediating function. This research also found evidence that increasing service quality to optimise customers’ satisfaction in this sector is not enough since the mangers need to concentrate on customers’ perceived value, as well as to design the services that are truly perceived by their customers.

Suggested Citation

  • Rahman Muhammad Sabbir & Islam Nazrul, 2014. "Value congruence and consumer’s satisfaction towards online banking – the mediation role of affective commitment," Management & Marketing, Economic Publishing House, vol. 9(3), Autumn.
  • Handle: RePEc:eph:journl:v:9:y:2014:i:3:n:6

    Download full text from publisher

    File URL:
    Download Restriction: no


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

    Cited by:

    1. repec:eee:joreco:v:39:y:2017:i:c:p:54-61 is not listed on IDEAS


    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:eph:journl:v:9:y:2014:i:3:n:6. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    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.

    We have no references for this item. You can help adding them by using 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.