Examining the relationship between customer bonding, customer participation, and customer satisfaction

Ho-Taek Yi, ChanKoo Yeo, Fortune Edem Amenuvor and Henry Boateng

Journal of Retailing and Consumer Services, 2021, vol. 62, issue C

Abstract: This study empirically analyzes the relationship between customer bonding, customer participation, and customer satisfaction. It uses data from 804 VIP customers of South Korea's commercial banks. The hypotheses are tested using the structural equations modeling technique. The results show that social and structural bonding are the main antecedents of customer participation. Additionally, customer participation positively impacts customer participation value and worth. The findings also show that customer participation, customer participation value, and customer participation worth strongly and positively affect customer satisfaction. Furthermore, it finds that customer participation value and worth are essential mediators between customer participation and satisfaction.

Keywords: Customer participation; Social bonding; Structural bonding; Customer participation value; Customer participation worth (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921001648

DOI: 10.1016/j.jretconser.2021.102598

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