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Commitment: a 'contagious' feeling between employees and customers in banking sector

Author

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  • Victor Nasser Harkat
  • Younes Belfellah
  • Bilal Bourkha

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

Abstract

This present paper tries to investigate relationship between dimensions of organiza- tional commitment (OC) and brand commitment (BC) based on Allen and Meyer (1990) theory: affective, continuous and normative commitment. Population (443 people) of the present study included employees and customers from the same bank. Data collecting tool was two questionnaires, which were distributed among employees and customers. Data was analyzed with SEM to show the existing correlations. Results showed there is a moderated (0,424) relationship between OC and BC. Results confirm interpersonal exchange is a key concept in relationship man- agement, in particular in services industry.

Suggested Citation

  • Victor Nasser Harkat & Younes Belfellah & Bilal Bourkha, 2017. "Commitment: a 'contagious' feeling between employees and customers in banking sector," Post-Print hal-01755479, HAL.
    • Handle: RePEc:hal:journl:hal-01755479
    Note: View the original document on HAL open archive server: https://hal.science/hal-01755479
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    References listed on IDEAS

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    1. Sasser, W. Earl & Arbeit, Stephen P., 1976. "Selling jobs in the service sector," Business Horizons, Elsevier, vol. 19(3), pages 61-65, June.
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