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Impact of relationship quality on customer loyalty: A study in the banking system

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  • , Le Thanh Tung

Abstract

In recent times, the notion of relationship quality has attracted a lot of interest in the domains of consumer behavior and marketing. This research aims to investigate the influence of service quality, intimacy, and ethics as antecedents on the elements of relationship quality (satisfaction, trust, and commitment) and loyalty in the Vietnamese banking business. Utilizing the mediating function of relationship quality, this research seeks to enhance the understanding of the factors influencing customer loyalty. A survey of 302 bank customers in Vietnam was conducted. The findings show that service quality and ethics have a substantial impact on customer trust, satisfaction, and commitment, resulting in greater loyalty. Furthermore, the study provides managerial implications for Vietnamese banks to improve their service quality and ethical standards to develop customer trust and commitment, resulting in increased customer loyalty in Vietnam's banking industry.

Suggested Citation

  • , Le Thanh Tung, 2024. "Impact of relationship quality on customer loyalty: A study in the banking system," OSF Preprints qzpxk, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:qzpxk
    DOI: 10.31219/osf.io/qzpxk
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