“…The study (Fernandes & Pinto, 2019) states that owing to the intangibility, long-term delivery, and complexity of financial services, also characterized by considerable uncertainty (Ponsignon et al, 2015), cultivating high-quality relationships with customers is of paramount importance (O'Loughlin et al, 2004;Oly Ndubisi, 2007), particularly in an age of increased depersonalization, homogenization, and automation in the industry (Barari & Furrer, 2018;Hedvicakova, 2017;Mačí, 2022).…”