期刊名称：South African Journal of Economic and Management Sciences
印刷版ISSN：2222-3436
出版年度：2018
卷号：21
期号：1
页码：1-11
DOI：10.4102/sajems.v21i1.1894
出版社：University of Pretoria
摘要：BACKGROUND: It is widely accepted that the relationship quality dimensions of customer satisfaction and commitment may impact on customer citizenship behaviour. The positive effect of customer satisfaction on customer commitment is also undisputed within the relationship marketing literature. AIM: It was the aim of this study to examine the extent to which customer commitment mediates and strengthens the relationship between customers' perceived satisfaction and their citizenship behaviour. In the context of Internet banking, the study aimed to examine the extent to which customer's commitment towards the service provider (the bank) strengthens the relationship between satisfaction with the service provided (Internet banking) and customer citizenship behaviour (consumer advocacy and the helping of other customers. SETTING: The study was conducted in the South African Internet banking environment, which could benefit from a model of factors contributing to customer citizenship behaviour, specifically the sub-dimensions of consumer advocacy and helping behaviour. METHODS: A descriptive and quantitative research design was followed and the survey responses obtained from 491 existing users of Internet banking services were used in the analysis. RESULTS: Following the structural equation model results, the direct relationships between all constructs were confirmed. Customer commitment, however, has only a partial mediating effect on the relationships between customer satisfaction and the sub-dimensions of consumer advocacy and helping behaviour. CONCLUSIONS: From a theoretical perspective, the research findings provide more insight into the role of customer satisfaction and commitment in contributing to customer citizenship behaviour and the extent to which both relationship quality factors are needed in order to do so. From a practical perspective, banks should adapt their marketing strategies to facilitate greater relationships with customers responsible for citizenship behaviours. Customers promoting the benefits of the service to other customers and helping them to use the service may ultimately contribute to greater adoption and use of Internet banking services.
其他摘要：BACKGROUND: It is widely accepted that the relationship quality dimensions of customer satisfaction and commitment may impact on customer citizenship behaviour. The positive effect of customer satisfaction on customer commitment is also undisputed within the relationship marketing literature. AIM: It was the aim of this study to examine the extent to which customer commitment mediates and strengthens the relationship between customers' perceived satisfaction and their citizenship behaviour. In the context of Internet banking, the study aimed to examine the extent to which customer's commitment towards the service provider (the bank) strengthens the relationship between satisfaction with the service provided (Internet banking) and customer citizenship behaviour (consumer advocacy and the helping of other customers. SETTING: The study was conducted in the South African Internet banking environment, which could benefit from a model of factors contributing to customer citizenship behaviour, specifically the sub-dimensions of consumer advocacy and helping behaviour. METHODS: A descriptive and quantitative research design was followed and the survey responses obtained from 491 existing users of Internet banking services were used in the analysis. RESULTS: Following the structural equation model results, the direct relationships between all constructs were confirmed. Customer commitment, however, has only a partial mediating effect on the relationships between customer satisfaction and the sub-dimensions of consumer advocacy and helping behaviour. CONCLUSIONS: From a theoretical perspective, the research findings provide more insight into the role of customer satisfaction and commitment in contributing to customer citizenship behaviour and the extent to which both relationship quality factors are needed in order to do so. From a practical perspective, banks should adapt their marketing strategies to facilitate greater relationships with customers responsible for citizenship behaviours. Customers promoting the benefits of the service to other customers and helping them to use the service may ultimately contribute to greater adoption and use of Internet banking services.
