The study of customer value becomes significantly important, both in research and practice. Understanding the way customers’ judge value of service or product is crucial in achieving competitive advantage. A great deal of research on value has been devoted however the empirical evidence to date is quite limited and ambiguous. This research therefore proposes to explore the dimension of relational value and also investigate the role of relationship quality between relational value dimensions and relational outcomes i.e. word of mouth and repurchase intention. A sample of 472 respondents was obtained through survey questionnaire. The finding revealed that customers access the relational value in terms of confidence and communication. Further explained relationship quality fully mediates the relationship between relational communication and word of mouth. The study provides a significant contribution to relationship marketing theory and improves academic understanding on the nature of relational value. It specifically improves bank managers understanding in value from customer perspectives and customer attitudes to improve the relationship quality and produce the desirable behaviour of word of mouth and repurchase intention.
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Published by Human Resource Management Academic Research Society (www.hrmars.com)
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