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Relational Bonds and Customer's Trust and Commitment - A Study on the Moderating Effects of Web Site Usage

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  • Neng-Pai Lin
  • James Weng
  • Yi-Ching Hsieh

Abstract

Several relationship marketing theories have suggested that businesses could build long-term customer relationships. The purpose of this study is to develop relational bonding strategies for a financial service business and examine the relationship between the various relational bonds and customer trust and commitment under the moderating effects of corporate website usage. The findings of this study are threefold. First, the relational bonds that foster customer trust and commitment can be categorised empirically into three types: economic, social and structural bonds. Second, all of these bonds are significantly positively correlated with the customers' trust and commitment. Finally, customer use of a corporate website significantly moderates the relationship between the relational bonds and customer relational performance.

Suggested Citation

  • Neng-Pai Lin & James Weng & Yi-Ching Hsieh, 2003. "Relational Bonds and Customer's Trust and Commitment - A Study on the Moderating Effects of Web Site Usage," The Service Industries Journal, Taylor & Francis Journals, vol. 23(3), pages 103-124.
    • Handle: RePEc:taf:servic:v:23:y:2003:i:3:p:103-124
    DOI: 10.1080/714005111
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    Cited by:

    1. Zhai, Mengfan & Chen, Yuan, 2023. "How do relational bonds affect user engagement in e-commerce livestreaming? The mediating role of trust," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Chiu, Hung-Chang & Hsieh, Yi-Ching & Li, Yu-Chuan & Lee, Monle, 2005. "Relationship marketing and consumer switching behavior," Journal of Business Research, Elsevier, vol. 58(12), pages 1681-1689, December.
    3. Din Jong & Yafen Tseng & Tzongsong Wang, 2022. "Accessing the Influence of User Relationship Bonds on Continuance Intention in Livestream E-Commerce," Sustainability, MDPI, vol. 14(10), pages 1-19, May.
    4. Dimyati Mohamad & Subagio N. Ari, 2018. "Customer trust as mediator in the creation of customer relationship intention," Management & Marketing, Sciendo, vol. 13(1), pages 710-729, March.
    5. Ebhote Oseremen, 2021. "Long-Term Relationship Building and Customer Switching Behaviour in the Mobile Telecommunication Industry in Nigeria," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 24(80), pages 24-42, June.
    6. Shwu-Ing Wu & Ting-Ru Lin, 2014. "The Influence of Relational Bonds and Innovative Marketing on Consumer Perception ¨C A Study of Theme Parks," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 5(4), pages 54-67, November.
    7. Chen Pang & Jie Zhou & Xiaofen Ji, 2022. "The Effects of Chinese Consumers’ Brand Green Stereotypes on Purchasing Intention toward Upcycled Clothing," Sustainability, MDPI, vol. 14(24), pages 1-18, December.
    8. Chiou‐Fong Wei & Chang‐Tang Chiang & Tun‐Chih Kou & Bruce C Y Lee, 2017. "Toward Sustainable Livelihoods: Investigating the Drivers of Purchase Behavior for Green Products," Business Strategy and the Environment, Wiley Blackwell, vol. 26(5), pages 626-639, July.
    9. Yi, Ho-Taek & Yeo, ChanKoo & Amenuvor, Fortune Edem & Boateng, Henry, 2021. "Examining the relationship between customer bonding, customer participation, and customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    10. Hasan Zahid & Badariah Haji Din, 2019. "Determinants of Intention to Adopt E-Government Services in Pakistan: An Imperative for Sustainable Development," Resources, MDPI, vol. 8(3), pages 1-25, July.

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