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Corporate‐customer satisfaction in the banking industry of Singapore

Corporate‐customer satisfaction in the banking industry of Singapore Extends the current understanding of customer satisfaction at the business-to-business level in the Asian banking industry. The main thrust of the paper is an attempt to conceptualise a comprehensive model of satisfaction at the business-to-business level incorporating guanxi (Chinese business relationships), relationship marketing and the disconfirmation paradigm. The essence of the research highlighted the importance of relational constructs, in addition to the disconfirmation paradigm, in impacting customer satisfaction at the business-to-business level in the Singapore banking industry. At the business-to-business level in the Asian context, the disconfirmation paradigm is still the predominant paradigm influencing the customer satisfaction process. Relationship marketing and guanxi are significant in our comprehensive model of corporate-customer satisfaction. Relationship marketing was found to have both a direct and an indirect impact (through disconfirmation) on corporate-customer satisfaction. Guanxi was found to exert an indirect impact on satisfaction as opposed to the initial hypothesised direct impact on satisfaction. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Corporate‐customer satisfaction in the banking industry of Singapore

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652320010339617
Publisher site
See Article on Publisher Site

Abstract

Extends the current understanding of customer satisfaction at the business-to-business level in the Asian banking industry. The main thrust of the paper is an attempt to conceptualise a comprehensive model of satisfaction at the business-to-business level incorporating guanxi (Chinese business relationships), relationship marketing and the disconfirmation paradigm. The essence of the research highlighted the importance of relational constructs, in addition to the disconfirmation paradigm, in impacting customer satisfaction at the business-to-business level in the Singapore banking industry. At the business-to-business level in the Asian context, the disconfirmation paradigm is still the predominant paradigm influencing the customer satisfaction process. Relationship marketing and guanxi are significant in our comprehensive model of corporate-customer satisfaction. Relationship marketing was found to have both a direct and an indirect impact (through disconfirmation) on corporate-customer satisfaction. Guanxi was found to exert an indirect impact on satisfaction as opposed to the initial hypothesised direct impact on satisfaction.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jun 1, 2000

Keywords: Customer satisfaction; Banking; Relationship marketing; Business‐to‐business marketing

References