Online relationship marketing and affective customer commitment – The mediating role of trust

Boateng, Sheena Lovia; Narteh, Bedman

doi:10.1057/fsm.2016.5

Cited by 72 publications

(53 citation statements)

References 65 publications

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“…Empirically, several works have found evidence of a relationship between service perceptions and brand commitment, both directly and indirectly through brand trust (Iglesias et al, 2011;Jung and Soo, 2012;Ramaseshan and Stein, 2014). This has also been proven in the banking industry in general (Aurier and N'Goala, 2010;Marinkovic and Obradovic, 2015), specific niches such as Islamic banking and countries with low retail banking penetration rates (Phan and Ghantous, 2013;Sumaedi et al, 2015), premium banking (Laksamana et al, 2013), merchant banking services (Liang and Wang, 2007) and online banking (Sánchez-Franco, 2009;Boateng and Narteh, 2016). Hence, in the specific context of this study we propose: (Brodie et al, 2011), the last represents the main difference from other constructs (Verhoef et al, 2010).…”

Section: H1: Offline Service Perceptions Have a Positive Effect On Brmentioning

confidence: 93%

Effects of customer perceptions in multichannel retail banking

Bravo

Martı́nez

Pérez

2019

IJBM

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Purpose This paper focuses on the multichannel strategy in the banking sector and its effects on customer engagement. Specifically, the purpose of this paper is to propose a model in which customers’ perceptions of offline and online channels are related to brand trust and brand commitment, which ultimately lead to customer engagement. Design/methodology/approach An empirical study was carried out on a sample of 306 individuals and data were analysed through partial least squares. Findings The results show that offline experience is more important than online experience in terms of impact on trust and commitment, which are closely linked to customer engagement. Online experience does not have a significant direct influence on brand commitment and its effect on brand trust is moderated by the customer’s familiarity with the channel. Originality/value These findings contribute to the advance in the current knowledge of the joint role of online and offline channels with the aim of strengthening customer relationships. From a managerial viewpoint, customer perceptions formed by their experiences in bank branches are more important than customer perceptions of the website’s performance in the explanation of trust and commitment.

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Section: H1: Offline Service Perceptions Have a Positive Effect On Brmentioning

confidence: 93%

Effects of customer perceptions in multichannel retail banking

Bravo

Martı́nez

Pérez

2019

IJBM

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“…Trust has been disclosed to be, the eagerness of a client to depend/depend on the association's declaration towards them accepting that the firm would be straightforward towards them (Ngo, Liu, Moritaka, & Fukuda, 2020). Most investigations have recognized trust as an intervening variable in social trades (Boateng & Narteh, 2016). Again Arnott, Wilson, Mukherjee, & Nath, (2007) discovered that trust plays a key noteworthy interceding constructs and behavioral intentions on online platforms.…”

Section: Moderating Role Of Brand Trustmentioning

confidence: 99%

The Impact of Digital Media Advertising on Consumer Behavior Intention: The Moderating Role of Brand Trust

2020

JMCR

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The present investigation was done to distinguish the impact of the digital media marketing, brand trust on consumer behavior. Additionally, the moderating impact of the brand trust on the connection between the digital media advertising and the consumer behavior was examined. The consumers of brand client in turkey were the members of this examination. The information were gathered utilizing the convenience sampling and through the survey procedure. 150 questionnaires were appropriated among the consumers. The confirmatory factor analysis and the structural equation model technique was used to examine the information. The outcomes demonstrated that the digital media advertising had a noteworthy and beneficial outcome on the consumer behavior. Also, brand trust moderated the connection between the digital media marketing and the consumer behavior. In the greater part of the examination considers, the moderating impact of brand trust has been overlooked in the earlier investigations, and the present investigation has filled this gap. The current investigation had a few confinements, and toward the finish of proposition further proposals have likewise been given.

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“…Therefore, the incentive to purchase is an essential element in development and advancement of the economic and commercial goals of manufacturing and service companies (Maecker et al, 2016). As noted, obtaining customer satisfaction and attraction is one of the most important and essential business plans and also progress in the business process and earnings (Boateng and Narteh, 2016). It is therefore clear that retaining customer loyalty and attracting other customers is the key to successful business (Ponder et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

Drawing a Structural Model by the Most Effective Components on Optimal Global Marketing

Nazari

Najafi

Shahsavari

et al. 2020

BJO&PM

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Goal: International trade and success in this field is one of the most important goals based on the profitability and reputation among different companies and organizations, in which the most important tool is optimal global and international marketing; therefore, this research aims at drawing the model of structure by the components influencing optimal global marketing. Design / Methodology / Approach: To this end, 385 experts, professionals, and scholars in this field, whose number was determined by the Cochran formula, completed a researcher-made questionnaire. In this paper used the structural equation method. Results: The results show that the application of technology, product quality, price, variety and communication (brand) are the five affecting factors on optimal global marketing. In the meantime, the product quality has the greatest effect on optimal global marketing, and with exception of the diversity which is the indirect predictor of optimal global marketing, other variables directly predict this indicator, as well as the results of fitting the model showed that the created model is an efficient and reliable tool for investigating the components affecting the identification of global optimal marketing. Limitations of the investigations: This research has been done in Iran, Naturally, it has to be validated for use elsewhere in the world, it is possible that it may not be cited elsewhere or give different results. Practical implications: Results of this study can be use to increase sales and supply rates of products Because by knowing the best marketing agents can increased the rate of supply of goods and products. Originality / Value: It has not been studied so far and the results of this article can be used all over the world.

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Online relationship marketing and affective customer commitment – The mediating role of trust

Cited by 72 publications

References 65 publications

Effects of customer perceptions in multichannel retail banking

Effects of customer perceptions in multichannel retail banking

The Impact of Digital Media Advertising on Consumer Behavior Intention: The Moderating Role of Brand Trust

Drawing a Structural Model by the Most Effective Components on Optimal Global Marketing

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