Nigerian SMEs: Commitment and loyalty to their banks

Ojeme, Mark; Robson, Andrew; Coates, Nigel

doi:10.1057/s41264-016-0009-y

Cited by 5 publications

(9 citation statements)

References 59 publications

(48 reference statements)

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“…With respect to the second objective, we explored the moderating effect of relationship age on the CSR-continuance commitment relationship. It is widely accepted that commitment is of prime importance for long-term customer relationships (Rajaobelina et al, 2018;Ojeme et al, 2016). Firms recognize the role that attractive corporate associations play in building long-term relationships with customers (Brown and Dacin, 1997); attractive corporate associations tend to strengthen the customer relationship by increasing customers' commitment and enhancing their intention to remain loyal.…”

Section: Discussionmentioning

confidence: 99%

“…It has been argued that customers do not perceive substantial differences among various competing service firms due to limited point of differences available in their services offerings. Due to these explicit reasons, relationship marketing strategies are becoming crucial for service firms to retain and grow its customer base (Moliner-Tena et al, 2019;Rajaobelina et al, 2018;Ojeme et al, 2016;Atorough and Salem, 2016). Marketing scholarship has emphasized the importance of maintaining relationships with long-term customers (Rajaobelina et al, 2018;Ojeme et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

“…Due to these explicit reasons, relationship marketing strategies are becoming crucial for service firms to retain and grow its customer base (Moliner-Tena et al, 2019;Rajaobelina et al, 2018;Ojeme et al, 2016;Atorough and Salem, 2016). Marketing scholarship has emphasized the importance of maintaining relationships with long-term customers (Rajaobelina et al, 2018;Ojeme et al, 2016). In this regard, long-term customer relationships with service firms are recognized as a source of competitive advantage that can be further bolstered by CSR activities, which in turn may help to ensure the sustainability of that competitive advantage (Bharadwaj et al, 1993;Arrive et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…2. Literature review and hypotheses development 2.1 Corporate social responsibility and customer commitment Developing and maintaining long-term customer relationships is the ultimate desire of any business (Moliner-Tena et al, 2019) and subsequently the importance of such relationships is highlighted by the growing marketing scholarship (Rajaobelina et al, 2018;Ojeme et al, 2016). Firms have recognized that attractive corporate associations are an asset when it comes to building long-term customer relationships (Brown and Dacin, 1997), because they tend to increase customer commitment and loyalty.…”

Section: Introductionmentioning

confidence: 99%

“…Second, the attractiveness of a service firm may encourage customers to develop a long-term, binding relationship with that service firm and the strength of the relationship may increase as the relationship continues. Furthermore, marketers believe that establishing commitment is crucial in order to build long-term customer relationships (Rajaobelina et al, 2018;Ojeme et al, 2016). Commitment is defined as the desire to maintain a long-term relationship or the resistance to change (Moorman et al, 1992).…”

Section: Introductionmentioning

confidence: 99%

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Corporate social responsibility: a pathway to sustainable competitive advantage?

Shah

Khan

2019

IJBM

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Purpose The purpose of this paper is to investigate the impact of customers’ perceptions of corporate social responsibility (CSR) on affective and continuance commitment. It analyses the moderation effect of relationship age on the CSR-commitment relationships in the banking industry of an emerging economy. Design/methodology/approach Partial least squares based structural equation modeling was used to test the proposed hypotheses in a sample of 360 respondents collected from the retail banking sector of Pakistan. Findings Customers’ CSR perceptions directly and positively influence affective and continuance commitment. The findings also confirm that relationship age is a positive moderator of the CSR-continuance commitment relationship, but does not influence the CSR-affective commitment relationship. Practical implications Marketers should use CSR activities to enhance customers’ commitment. Given the moderating role of relationship age, marketers should devise different strategies for new and long-term customers. The results clearly show that relationship age affects the CSR-continuance commitment relationship. Long-term banking customers will more likely be in a binding relationship when their banks do CSR activities and disseminate those activities to long-term customers. The study explicitly indicates that maintaining long-term customers’ base through CSR activities helps the marketers in achieving sustainable competitive advantage. Originality/value First, it is the pioneering study to empirically investigate the understudied relationship between CSR and continuance commitment. Second, it examines the moderation effect of relationship age on CSR-commitment relationships in the banking industry of an emerging economy.

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Section: Discussionmentioning

confidence: 99%