Several studies in the field of relationship marketing (RM) have reported that trust and service personalization are significantly related to customer satisfaction and loyalty. Conversely, another set of studies have reported mixed findings. In the same vein, ample relational studies have argued that cultural values significantly impact customer perception and evaluation of services. Yet very little is known of the interaction effect of long-term orientation culture on the association between the independent, mediating and the dependent variables. To fill the gap, this conceptual paper proposes the moderating effect of long-term orientation culture on the impact of trust and personalization on customer satisfaction of bank services. However, the need for the researchers to empirically validate the conceptual model subsequently is felt. The insights provided by this paper can assist bank managers in addressing the issues of customer dissatisfaction and loyalty erosion that embattle the banking industry through a market segmentation strategy that recognizes the differences in the individual customer value orientation.
Abbrat, R. Russel, J. (1999). Relationship Marketing in Private banking in South Africa, International Journal of Bank Marketing, 17 (1), 5 -19.
Adullateef, A. O., Mohktar, S. S. M. & Yusoff, R. Z. (2010). The impact of CRM Dimensions on Call Centre Performance, International Journal of Computer Science and Network Security, 10 (12), 184-194.
Awwad, M. S. (2011). An application of the American Customer Satisfaction Index (ACSI) in the Jordanian Mobile Phone Sector, The TQM Journal, 24 (6), 529-541
Ajio, T. (1996). The Theoretical and Philosophical Underpinnings of Relationship Marketing: Environmental Factors behind the Changing Marketing Paradigm. European Journal of Marketing, 30(2), 8-18.
Alvarez, L. S., Casielles, R. V., & Martin, A. D.(2010).Analysis of the Role of Complaint Management in the Context of Relationship Marketing. Journal of Marketing Management, 27(1-2), 143-164.
Armstrong, R. W., & Seng, T. B. (2000). Corporate Customer Satisfaction in the Baking Industry of Singapore. International Journal of Bank Marketing 18(3), 97-111.
Ball, A. D., Coelho, P. S., & Vilares, M. J. (2006). Service Personalization and Loyalty, 1(1).Retrieved from http:// digitalcommons,unl.edu/marketingfacpub
Baumann, C., Elliot, G. & Burton, S. (2012). Modelling Customer Satisfaction and Loyalty: Survey Data versus Data Mining. Journal of Services Marketing, 26(3), 148-157.
Beerli, A., Martin, J. D., & Quintana, A. (2004). A Model of Customer Loyalty in the Retail Banking Market. European Journal of Marketing, 38(1/2), 253-276.
Bennett, R., & Rundle-Thiele, S. (2004). Customer Satisfaction should not be the only Goal.
Berry, L. (1995). Relationship Marketing of Services. Journal of Academy of Marketing
Berry, L. L. (1983). “Relationship Marketing.” In L. L. Berry, L. Shostack & G. Upah (Eds.), Emerging Perspectives on Services Marketing. Chicago: American Marketing Association.
Berry, L. L. (1993). Playing fair in retailing. Arthur Anderson Retailing Issues Newsletter 5(2).
Berry, L. L., & Parasuraman, A. (1991).Marketing Services: Competing through Quality.
Binninger, AS. (2008). Exploring the Relationships between Retail Brands and Customer Store Loyalty. International Journal of Retail & Distribution Management, 36(2), 94-110.
Caceres, R. C., & Paparoidamic, N. G. (2007). Service Quality, Relationship Satisfaction, Trust, Commitment and Business-to-Business Loyalty. European Journal of Marketing, 41(7/8), 836-867.
Casielles, R., Alvarez, L., & Martin, A. (2013). Trust as a Key Factor in Successful Relationships between Consumers and Retail Service Providers. The Service Industries Journal, 25(1), 83-101.,
Chattananon, A., & Trimetsoontorn, (2009). Relationship marketing A Thai Case. International Journal of Emerging Markets, 4(3), 252-274.
Churchill, G. A. & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction, Journal of Marketing Research,19 (4),491-508
Claycomb & Martin (2001). Building customer relationships: an inventory of service providers objectives and practices. Marketing intelligence & planning, 19(6), 385-399.
Coelho, P. S., & Henseler, J. (2012). Creating Customer Loyalty through Service Customization. European Journal of Marketing, 46(3/4), 331-356.
Das, K. (2008). RM Research (1994-2006): An academic literature review and classification. Marketing Intelligence and Planning, 27(3), 326-363
Denis, M. D. (2012). Bank competition, Financial Reform, and Institutions: The Importance of being developed. Journal of Development Economics,97(450-465)
Ehigie, B. O. (2006). Corelates of customer loyalty to their banks: a case study in Nigeria, International Journal of Bank Marketing, 24 (7), 494-508
Ehigie, B. O., & Taylor, M. (2009). Managing Student Loyalty to School after Graduation through Relationship Marketing. The TQM Journal, 21(5), 502-516.
Evanschitzky, H.,&Wunderlich, M. (2006). An Examination of Moderator Effects in the Four-Stage Model. Journal of Service Research, 8(4), 330-345.
Fang, T. (2003). A critique of Hofstede’s Fifith national culture dimension. International Journal of cross cultural management, 2003, 3, 347, D01:10.117711470595803003003006
Fayolle, A., Basso, O. and Bouchard, V. (2010). Three levels of Culture and Firms’ Entrepreneurial Orientation: A research Agenda, Entrepreneurship & Regional Development, 22, 7-8.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J. & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4), 7-18.
Frost, D., Goode, S., & Hart, D. (2009). Individualist and Collectivist Factors Affecting Online Repurchase Intentions. Internet Research, 20(1), 6-28.
Gelfand, M. J, Leslie, L. M., & Fehr, R (2008). To prosper, Organizational psychology should adopt a global perspective. Journal of Organizational Behavior,29, 493-
Goldsmith, R. E. (1999). The Personalized market place: beyond the 4P’s. Marketing Intelligence & Planning, 17 (4), 178-85.
Gronroos, C. (1990). “Marketing Redefined.” Management Decision, 28(8), 5-9.
Gronroos, C. (1991). The marketing strategy continuum: A marketing concept for the 1990’s. Management Decision 29 (1), 7-13.
Gronroos, C. (1994). From Marketing Mix to Relationship Marketing – Towards a Paradigm Shift in Marketing. Management Decision, 32(2), 4-20.
Gronroos, C. (2004). The Relationship Marketing Process: Communication, Interaction, Dialogue, Value. Journal of Business and Industrial Marketing, 19(2), 99-113.
Gronroos, C. (2006). Adopting a service logic for marketing. Marketing theory, 6(3), 317-333, D01:10.117711470593106066794
.Gummeson, E. (1994). Making Relationship Marketing Operational. International Journal of
Gummeson, E., & Groonroos, C. (2012). The Emergence of the New Service Marketing: Nordic School Perspective. Journal of Service Management, 23(4), 479-497.
Gustafsson, A., Johnson, M. D. & Roos, I. (2005). The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention. Journal of Marketing, 69(4), 210-218.
Halimi, A. B., Chavosh, A. & Choshali, S. H. (2011). The Influence of Relationship Marketing Tactics on Customer’s Loyalty in B2B Relationship - The Role of Communication and Personalization. European Journal of Economics, Finance and Administrative Sciences, 31, 49-56
Han, H. & Hyun, S. (2012). An Extension of the Four-Stage Loyalty Model: The Critical Role of Positive Switching Barriers. Journal of Travel & Tourism Marketing, 29, 40-56.
Marketing and Logistics, 4(2), 225-235.
Hoffmann, A. O. I. & Bimbrich, C. (2012). The impact of fraud prevention on bank customer relationship: An empirical investigation in retail banking. International journal of bank marketing, 30(5), 390-407.
Hofstede, G. (1980). Culture’s Consequences: Int. Difference in Work-Related Values. Beverly Hills, CA: Sage.
Hofstede, G. (1983). The Cultural Relativity of Organizational Practices and Theories. Journal of International Business Studies, 14(2), 75-89.
Hofstede, G. (1991). Cultures and Organizations: A Software of the Mind. London, UK: McGraw Hill.
Hui, M. K., Ho, C. K. Y. & Wan, L.(2011). Prior Relationships and Consumer Responses to Service Failures: A Cross-Cultural Study. Journal of International Marketing, 19(1), 59-81.
Hulland, J. (1999). Use of PLS in strategic management research: A review of four recent studies. Strategic management journal, 20, 195-204.
Johson, M., D..Gustafsson, A. Anderssen, T W., Lervic, L. & Cha, J. (2001). The evolution and future of national customer satisfaction index model, Journal of Ecomonic Psychology, 22, 217 – 245.
Kantsperger, R., Kunz, W. H. (2010). Consumer Trust in Service Companies: A Multiple Mediating Analysis. Managing Service Quality, 20(1), 4-25.
Kaveh, M., Mosari, S. A. & Ghaedi, M. (2012). The Application of European Customer Satsifaction Index (ESCI) Model in determining the Antecedents of Satisfaction, trust and repurchase Intention in five star hotels in Shiraz, Iran. African Journal of Business Management, 6(1), 6103-6113.
Kaynak, E. & Harcer, T. D. (2004). American customer’s attitudes towards commercial banks. International journal of bank marketing, 23(1), 73-89.
Kaynak, E. & Whiteley, A. (1999). Retail bank marketing in Western Australia. International journal of Bank marketing, 17(5), 221-232.
Kiyani, T. M., Niazi, M. R. U. K., Rizvi, R. A. & Khan, I. (2012). The Relationship between Brand Trust, Customer Satisfaction and Customer Loyalty: Evidence from Automobile Sector of Pakistan. Interdisciplinary Journal of Contemporary Research in Business, 4(1), 489-502..
Kotler, P. (1991). Philip Kotler explores the new marketing paradigm. Marketing Science review, spring 1991, 1, 4-5.
Kueh, K., &Voon, B.(2007). Culture and Service Quality Expectations: Evidence from Generation Y Consumers in Malaysia. International Journal of Service Quality, 17(6), 656-680.
Lobato-Calleros, O. Rivera, H., Serrato, H., Gomez, E. and Carvantes, P. (2013). The Mexican User Satisfaction Index: A Case Study applied to Social program, The TQM Journal, 25 (4), 384-398
Lai, J., He, P., Cho, H. & Zhou, L. (2013). Impact of National Culture on Online Consumer Review Behavior. Global Journal of Business Research, 7(1).
Leverin, A., & Liljander, V. (2006). Does Relationship Marketing Improve Customer Relationship Satisfaction and Loyalty? International Journal of Bank Marketing, 24(4), 232-251.
Luczak, C. O., Neill, S. M. & Hills, G. (2010). National Culture, Market Orientation and Network Driven Benefits: Conceptual Model for Service SME’s. Academy of Entrepreneurship Journal, 16(2), 2010.
Luo, X. (2002). Trust Production and privacy concerns on the internet: A framework based on relationship marketing and SET. Industrial Marketing Management, 31, 111-118.
Maiyaki, A. A. & Mokhtar, S. S. M. (2012). Determinants of Customer Behavioural Responses in the Nigerian Retail Banks: Structural Equation Modeling Approach. African Journal of Business Management, 6(4), 1652-1659.
Memde, M., Bolton, N. R. & Bitner, M. J. (2013). Decoding Customer-Firm Relationships: How attachment Styles Help Explain Customers’ Preferences for Closeness, Repurchase Intentions, and Changes in Relationship Breadth. Journal of Marketing Research,( 1), 125-142.
Molina, A., Martin-Consuegra, D., & Esteban, A. (2007). Relational Benefits and Customer Satisfaction in Retail Banking. International Journal of Business Marketing, 25(4), 253-271.
Morgan, R. M. & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing.Journal of Marketing, 58(1994), 20-38.
Moshirian, F. (2012). The future and dynamics of global systemically important banks. Journal of Banking and Finance, 36,2675-2679.
Narteh, B., Agbemabiese, G. C., Kodua, P. Braimah, M. (2013). Relationship marketing and customer loyalty: Evidence from the Ghanian Luxury Hotel Industry, 22(4), 407-436.
Ndubisi, N. O., & Wah, C. K. (2005). Factional Discriminant Analysis of the Underpinnings of Relationship Marketing and Customer Satisfaction. International Journal of Bank Marketing, 23(7), 542-557.
Ndubisi, N. O., Khoo-Lattimore, C., Yang, L. & Capel, C. M. (2011). The Antecedents of Relationship Quality in Malaysia and New Zealand. International Journal of Quality and Reliability Management.28(2), 233-248.
Newman, K. I. & Nollen, S. D. (1996). Cultural and congruence: The fit between management practice and national culture. Journal of international business studies, 27(4), 75-79.
Nguyen, N. P. & Liem, N.T (2013). Inter-Firm Trust production: theoretical Perspectives., International Journal of Business and Management, 8(7).
Nunnally, J. C. (1978). Psychometric theory, 2nd ed. Newyork: McGraw Hill.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions, Journal of Marketing Research, 17, 460-469
Oliver, R. L. (1999). Whence Customer Loyalty?, Journal of Marketing, 63,33-44
Oliver, R. L. (1997). Satisfaction: A Behavioural Perspective on the Consumer. New York, NY: McGraw-Hill.
Papasolomou, I. & Vrontis, D. (2006). Building corporate branding through internal marketing: the case of the UK retail bank industry. Journal of product & brand management, 15(1), 37-47.
Patterson, P. G., Cowley, E. & Prasongsukam (2006). Service Failure Recovery: The Moderating Impact of Individual-level Cultural Value Orientation on Perceptions of Justice. International Journal of Research in Marketing, 23 (2006), 263-277.
Ryzin, G. G. V., Muzzio, D., Immerwahr, S. I., Gulick and Martinez, E. (2004). Drivers and consequences of citizenship satisfaction: An application of American customer satisfaction index model to New York City, Public administration Review, 64 (3), Journal of Bank Marketing, 25(1), 39-55
Santonen,T. (2007).Price sensitivity as an indicator of customer defection in retail banking. International
Shams-Ur Rehman, Shareef & Ishaque (2012). Role of Trust and Commitment in Creating Profitable Relationship with Customers, Interdisciplinary Journal of Contemporary Research in Business,4(1), 606.
Sin, I., Tse, A. & Yim, F. (2005). CRM: Conceptualization and scale development. European Journal of Marketing, 39(11), 1264-90
.Soludo, C. (2006). Beyond Banking Sector Consolidation in Nigeria, presentation at Global Banking Conference on Nigerian Banking Reforms, 29th March, 2006, Dorchester Hotel , London.
.Vargo, S. L. & Lusch, R. F. (2004). The four service marketing myths: Remnants of a goods-based manufacturing model. Journal of service Research, 6, 324, D01:10.1177/1094670503262946
Winsted, K. F. (1997). The Service Experience in Two Cultures: A Behavioral Perspective. Journal of Retailing, 77 (3), 337-360.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioural Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
Copyright: © 2013 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
