Value congruence and consumer’s satisfaction towards online banking –the mediation role of affective commitment

Rahman, Muhammad Sabbir and Nazrul, Islam (2015) Value congruence and consumer’s satisfaction towards online banking –the mediation role of affective commitment. Management & Marketing. Challenges for the Knowledge Society, 9 (3). 347 -358. ISSN 1842‐0206

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Abstract

Value congruence (VC) and its impact on customers’ satisfaction towards online banking practices rarely appear in the literature of services marketing. The aim of this inquiry is to explore the influence of VC towards customer’s satisfaction towards online banking and examine the mediating role of affective commitment in the Bangladeshi online banking service context. This research applied survey method for the accumulation of information. Data was analysed by means of descriptive statistics followed by exploratory factor analysis, confirmatory factor analysis and structural equation modelling. The findings uncovered that the positive impact of VC on customers’ satisfaction is stronger when affective commitment play as a mediating function. This research also found evidence that increasing service quality to optimise customers’ satisfaction in this sector is not enough since the mangers need to concentrate on customers’ perceived value, as well as to design the services that are truly perceived by their customers.

Item Type:	Article (Journal)
Additional Information:	7112/41409
Uncontrolled Keywords:	value analysis, affective commitment, satisfaction, online banking, Bangladesh
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Languages and Management
Depositing User:	Dr Muhammad Sabbir Rahman
Date Deposited:	06 Mar 2015 12:16
Last Modified:	25 Sep 2017 16:21
URI:	http://irep.iium.edu.my/id/eprint/41409

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