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Measuring Customer Relationships: The Case of the Retail Banking Industry

Author

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  • Venky Nagar

    () (University of Michigan, 701 Tappan Street, Ann Arbor, Michigan 48109)

  • Madhav V. Rajan

    () (Graduate School of Business, Stanford University, 518 Memorial Way, Stanford, California 94305)

Abstract

Arguing that GAAP is ill suited for estimating the future profitability of intangibles, the accounting literature (e.g., Kaplan and Norton 1996, Lev 2001) has recently proposed alternative measurement models. These models view intangibles as composed of a set of fundamental business activities and use multiple financial and nonfinancial metrics causally interlinked to profits to represent this view. Using a unique and proprietary cross-sectional data set of the retail banking industry, we provide some of the first tests on the empirical validity of such measurement models. We characterize the core deposit intangible, an important retail banking intangible representing a bank's relationships with its customers, using financial and nonfinancial metrics on price, service, customer usage, and customer satisfaction. We find that the metrics do not individually predict future earnings, but gain individual significance in a collective setting, increasing the predictive power substantially. We argue that this result occurs because the activities underlying the measures are causally interlinked to profits and explicitly illustrate these linkages with a structural path model. Our measurement model also predicts significant interactive effects in the way our measures are informative about future profits, and we document such effects, not just among the individual measures, but also across the measures and environmental factors such as the bank's strategy. In sum, our measurement model illustrates the key drivers, measures, and interactions in retail banking customer relationships.

Suggested Citation

  • Venky Nagar & Madhav V. Rajan, 2005. "Measuring Customer Relationships: The Case of the Retail Banking Industry," Management Science, INFORMS, vol. 51(6), pages 904-919, June.
  • Handle: RePEc:inm:ormnsc:v:51:y:2005:i:6:p:904-919
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    File URL: http://dx.doi.org/10.1287/mnsc.1050.0376
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Terpstra, Maarten & Verbeeten, Frank H.M., 2014. "Customer satisfaction: Cost driver or value driver? Empirical evidence from the financial services industry," European Management Journal, Elsevier, vol. 32(3), pages 499-508.
    2. Peecher, Mark E. & Schwartz, Rachel & Solomon, Ira, 2007. "It's all about audit quality: Perspectives on strategic-systems auditing," Accounting, Organizations and Society, Elsevier, vol. 32(4-5), pages 463-485.
    3. Chow, Clement Kong Wing, 2014. "Customer satisfaction and service quality in the Chinese airline industry," Journal of Air Transport Management, Elsevier, vol. 35(C), pages 102-107.
    4. Yee, Rachel W.Y. & Yeung, Andy C.L. & Edwin Cheng, T.C., 2010. "An empirical study of employee loyalty, service quality and firm performance in the service industry," International Journal of Production Economics, Elsevier, vol. 124(1), pages 109-120, March.
    5. Sebastian Voigt & Oliver Hinz, 2016. "Making Digital Freemium Business Models a Success: Predicting Customers’ Lifetime Value via Initial Purchase Information," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 58(2), pages 107-118, April.
    6. Steven, Adams B. & Dong, Yan & Dresner, Martin, 2012. "Linkages between customer service, customer satisfaction and performance in the airline industry: Investigation of non-linearities and moderating effects," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 48(4), pages 743-754.
    7. Michal Matv{e}jka & Kenneth A. Merchant & Wim A. Van der Stede, 2009. "Employment Horizon and the Choice of Performance Measures: Empirical Evidence from Annual Bonus Plans of Loss-Making Entities," Management Science, INFORMS, pages 890-905.
    8. Lun, Y.H. Venus & Shang, Kuo-chung & Lai, Kee-hung & Cheng, T.C.E., 2016. "Examining the influence of organizational capability in innovative business operations and the mediation of profitability on customer satisfaction: An application in intermodal transport operators in ," International Journal of Production Economics, Elsevier, vol. 171(P2), pages 179-188.
    9. Chow, Clement Kong Wing, 2015. "On-time performance, passenger expectations and satisfaction in the Chinese airline industry," Journal of Air Transport Management, Elsevier, vol. 47(C), pages 39-47.
    10. Marcos Singer & Patricio Donoso & Alan Scheller-Wolf, 2008. "Una Introducción A La Teoría De Colas Aplicada A La Gestión De Servicios," Abante, Escuela de Administracion. Pontificia Universidad Católica de Chile., vol. 11(2), pages 93-120.
    11. Eisenberg, Paul, 2016. "Performance Measurement and Management Promotion through Non-Financial Measures: A Management Accounting Perspective," MPRA Paper 75409, University Library of Munich, Germany, revised 02 Aug 2016.
    12. Susanna Gallani & Takehisa Kajiwara & Ranjani Krishnan, 2015. "Does Mandatory Measurement and Peer Reporting Improve Performance?," Harvard Business School Working Papers 16-018, Harvard Business School, revised Mar 2017.

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