Abstract
This research intends to develop and corroborate the structural anatomy of service
fairness perceptions, relationship quality in conjunction with customer loyalty in
commercial banks. This study inspects the intervening mechanism of trustworthiness
between service fairness and relationship quality explicitly. Systematically selected
consumers of commercial banks provided the data via a self-administered structured
questionnaire. Procedural and distributive perceptions of fairness proved to be significant
predictors of trustworthiness, which in turn significantly intervenes the relationship
between service fairness and relationship quality. Interactional fairness did not influence
trustworthiness and relationship quality. Affective trust and affective commitment
strongly predicted the loyalty of customers of commercial banks. To enhance customer
loyalty, banking service providers may implement relationship-based strategies to cater to
the dynamically competitive commercial banking market in Pakistan.
Amna Farooq, Moin Ahmad Moon . (2020) Service Fairness, Relationship Quality and Customer Loyalty in the Banking Sector of Pakistan, Pakistan Journal of Commerce and Social Sciences, Volume 14, Issue 2.
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