Abstract
This research contributes to building a comprehensive understanding on how customer
evaluations regarding different facets of service fairness affect bank-consumer relationship
building process and lead customers to perform various citizenship behaviors by examining
empirically this relationship at multi-group level. Although banking service is known to
encounter numerous service failure episodes there has been scant investigations in commercial
banking sector of Pakistan that have addressed the connection among service fairness,
relationship marketing and customer engagement. Data was gathered quantitively with the help
of questionnaire distributed using stratified random sampling technique. Data was gathered
from 1430 consumers of banking services located within scheduled bank branches in a single
cross-section. The model was assessed using partial least square based Structured Equation
Modeling (PLS-SEM), using Smart PLS 3.2.7 statistical software. The results of this research
confirmed that banking consumers commonly evaluate fairness in exchange relationships when
dealing with service providers. The results show that service fairness evaluations had direct
influence on customer citizenship behavior, however this relationship is better explained by a
firm’s relationship marketing efforts.
Waseem Khan, Farzand Ali Jan, Khurshid Iqbal, Adil Adnan. (2019) The impact of perceived service fairness on customer citizenship behaviors: The mediating role of relationship marketing, Abasyn Journal of Social Sciences, Volume-12, Issue-2.
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