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Relationship marketing: an S–O–R perspective emphasising the importance of trust in retail banking
International Journal of Bank Marketing ( IF 5.083 ) Pub Date : 2021-02-22 , DOI: 10.1108/ijbm-08-2020-0417
Mornay Roberts-Lombard , Daniël Johannes Petzer

Purpose

Using the stimulus–organism–response (S–O–R) framework, this study investigates the role of trust (organism) in influencing the behavioural intentions (response) of emerging market retail banking customers, based on the banks' selected customer-focused efforts (stimuli) to influence behavioural intentions. The study also looks at the moderating effects of customers' perceived value and the duration of their support on these relationships.

Design/methodology/approach

The data analysed were collected from 599 retail banking customers in an emerging market via a self-administered questionnaire.

Findings

Customer-focused efforts, except for expertise, significantly and positively influence trust. Trust partially mediates the relationships between the remaining customer-focused efforts and behavioural intentions. Furthermore, perceived value moderates the relationships between these stimuli and trust, excluding information sharing. The duration of customer support for the bank also moderates the relationships between these stimuli and trust, bar customer orientation.

Research limitations/implications

The study augments the understanding of trust's role as the organism from an S–O–R framework perspective.

Practical implications

The study assists banks in emerging markets in understanding trust's role in influencing customers' behavioural intentions, given the application of selected customer-focused efforts. It highlights the significance of perceived value and duration of customer support in the relationships between these customer-focused efforts and trust.

Originality/value

Using a single S–O–R framework, the role of trust in mediating the relationships between retail banks' selected customer-focused efforts and customers' behavioural intentions is uncovered.



中文翻译:

关系营销:强调信任在零售银行业务中的重要性的 S-O-R 视角

目的

本研究使用刺激-有机体-响应 (S-O-R) 框架,基于银行选择的以客户为中心,调查信任(有机体)在影响新兴市场零售银行客户的行为意图(响应)方面的作用。影响行为意图的努力(刺激)。该研究还着眼于客户感知价值和他们对这些关系的支持持续时间的调节作用。

设计/方法/方法

分析的数据是通过自我管理的问卷从新兴市场的 599 名零售银行客户收集的。

发现

除专业知识外,以客户为中心的努力对信任有显着的积极影响。信任部分地调节了剩余的以客户为中心的努力与行为意图之间的关系。此外,感知价值调节了这些刺激和信任之间的关系,不包括信息共享。银行客户支持的持续时间也调节了这些刺激与信任之间的关系,阻碍了客户导向。

研究限制/影响

该研究从 S-O-R 框架的角度增强了对信任作为有机体的作用的理解。

实际影响

鉴于选定的以客户为中心的努力的应用,该研究帮助新兴市场的银行了解信任在影响客户行为意图方面的作用。它强调了感知价值和客户支持持续时间在这些以客户为中心的努力和信任之间的关系中的重要性。

原创性/价值

使用单一的 S-O-R 框架,信任在调解零售银行选择的以客户为中心的努力与客户的行为意图之间的关系中的作用被揭示。

更新日期:2021-02-22
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