Modelling roles of commitment on rapport and satisfaction

Abstract

Purpose – The purpose of this paper is to explore the effect of calculative, affective and normative commitment on bank employee-customer rapport and customer satisfaction. The mediating effect of rapport between each of the three types of commitment and customer satisfaction is also examined. Design/methodology/approach – Structural equation modelling by Partial Least Square method is used for analysing the data on 212 bank customers in Bangladesh. Findings – Results indicate that affective and normative commitment of customers has strong influence in developing rapport, whereas the impact of customers’ calculative commitment on rapport was found to be non-significant. The study also found that rapport has a complementary mediation effect between the three types of commitment and customer satisfaction. Practical implications – While providing training to front line employees, bank management should make them aware that not all customers may have the same level of positive attitude or cooperation for the rapport-building procedure. Employees should understand that different customers will respond differently to their efforts for building rapport due to their pre-existing commitment levels towards banks. Bank management should acknowledge that customers’ current level of commitment may be further strengthened or weakened by successful or unsuccessful rapport building with banks’ employees and thereby re-evaluate their satisfaction level with the bank. Originality/value – The study contributes to the relationship literature by exploring the mediating role of rapport between commitment and customer satisfaction, and by considering the influence of normative commitment on customer-employee rapport in financial services.

Modelling satisfaction-commitment relationship in developing country context

“…Modelling the satisfaction-commitment relationship in the developing country context Introduction Customer satisfaction and commitment are constantly researched in the extant literature (Fatima a , Razzaque and Mascio, 2014;Kharouf, Lund and Sekhon, 2014) for their enormous significance to organisations, as well as for the information they contain on a diverse range of interrelated relationships with other constructs of interest such as trust, service quality and relational benefits. However, these interrelationships often become complex, variable and even unpredictable alongside changing scenarios of economic progression, modes of customer transactions, competition and types of services.…”

Anteseden Dan Konsekuensi Dari Rapport

“…Dari pandangan psikologi kognitif, customer satisfaction muncul dari persepsi subyektif konsumen tentang kinerja pasca konsumsi terhadap harapan kinerja sebelumnya (Kim, Jeong, & Hwang, 2015). Kepuasan konsumen terhadap sebuah bank dapat dipengaruhi oleh usaha yang dilakukan dari kedua pihak terkait atau biasa disebut rapport (Fatima, Razzaque, & Di Mascio, 2015).…”

“…Dalam literatur pemasaran, rapport telah dibahas paling sering dalam kaitannya dengan penjualan pribadi dan baru belakangan ini mendapat perhatian lebih dalam pelayanan (Macintosh, 2009). Hubungan yang baik antara konsumen dengan karyawan (rapport) sebuah perusahaan dipengaruhi oleh commitment (Fatima et al, 2015). Komitmen konsumen memiliki peranan penting karena membuat konsumenuntuktetap menggunakan produk atau jasa dari sebuah perusahaan (Andreassen & Olsen, 2008).…”

“…Affective commitment menunjukkan keterikatan terhadap emosional, identifikasi, dan keterlibatan dalam komitmen organisasi (Meyer et al, 2002); mengacu pada kemauan berbasis keinginan terhadap organisasi, yaitu karyawan tetap berada di dalam organisasi karena mereka menginginkannya (Bansal et al, 2004); menghasilkan tingkat kepercayaan dan komitmen yang lebih tinggi (Gustaffsson et al, 2005); dalam hubungan pemasaran memiliki basis nilai bersama, kepercayaan, kebajikan, dan relasionalisme (Fullerton, 2005); merupakan konstruk sentral dalam literatur pemasaran hubungan ; dan secara singkat dapat dijelaskan sebagai dorongan emosional atau hubungan psikologis dengan perusahaan (Fatima et al, 2015).…”

“…Saat affective commitment tumbuh dengan keterlibatan pribadi antara pelanggan dan perusahaan kaitannya adalah dengan kepuasan (Gustaffsson et al, 2005); nampaknya sangat relevan dengan rapport, karena rapport tumbuh dengan hubungan pribadi dan interaksi yang menyenangkan antara dua pihak (Gremler & Gwinner, 2008). Pentingnya komitmen afektif dipertimbangkan baik untuk pengembangan dan pemeliharaan hubungan, juga untuk menghasilkan interaksi pelanggan dan karyawan yang positif dalam perusahaan (Fatima et al, 2015).…”