Online relationship marketing for banks in face-to-face economies

Muhammed S. Alnsour ()
Additional contact information
Muhammed S. Alnsour: Al-Balqa Applied University

Journal of Marketing Analytics, 2018, vol. 6, issue 3, No 5, 105-116

Abstract: Abstract Online relationship marketing enables organisations to maintain and develop relationships with new and existing customers. In this study, we investigate online relationship marketing and the resulting loyalty for banks and their customers in an economy where face-to-face interactions are the norm. We introduce a model comprising relationship interaction and relationship quality and validate this for Jordanian banks and their SME customers. Increases in relational interaction were found to have a positive effect on the relationship quality dimensions of trust, satisfaction, and commitment. These then led to an increase in customer loyalty. Despite the preference in the economy for social presence in retail interactions, banks were able to establish effective online retail relationships with their SME customers.

Keywords: Online relationship marketing; Relationship quality; Relational interaction; Loyalty (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://link.springer.com/10.1057/s41270-018-0032-z Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jmarka:v:6:y:2018:i:3:d:10.1057_s41270-018-0032-z

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-018-0032-z

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().