Barbara Kastlunger, Massimo Martini, Erich Kirchler, Eva Hofmann

Commitment, satisfaction and trust of bank customers: An empirical analysis in Rome and Sardegna

  • Abstract

Informations and abstract

Keywords: bank customer relationship marketing, customer satisfaction, trust, commitment

The present study analyzes C.E. Rusbult's investment model in the field of banks. Using two Italian samples, the model is tested with regard to geographical differences and the level of customers' trust in their bank. Results show that satisfaction is influenced by rewards and costs resulting from the relationship. Client-bank commitment is influenced by satisfaction and investments and negatively related to the intention to terminate the relationship with the bank. Differences between urban and provincial clients and especially between customers with low and high levels of trust in their bank were found.

Trova nel catalogo di Worldcat

Article first page

Article first page