Commitment: a 'contagious' feeling between employees and customers in banking sector

Victor Harkat, Younes Belfellah and Bilal Bourkha ()
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Bilal Bourkha: IAE Lille - IAE Lille University School of Management - Lille - Université de Lille

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Abstract: This present paper tries to investigate relationship between dimensions of organiza- tional commitment (OC) and brand commitment (BC) based on Allen and Meyer (1990) theory: affective, continuous and normative commitment. Population (443 people) of the present study included employees and customers from the same bank. Data collecting tool was two questionnaires, which were distributed among employees and customers. Data was analyzed with SEM to show the existing correlations. Results showed there is a moderated (0,424) relationship between OC and BC. Results confirm interpersonal exchange is a key concept in relationship man- agement, in particular in services industry.

Keywords: brand commitment; organizational commitment; service quality; social exchange (search for similar items in EconPapers)
Date: 2017-06-29
Note: View the original document on HAL open archive server: https://hal.science/hal-01755479
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Published in Geopolitics under Globalization, 2017

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