The Effect of Communication Effectiveness on Customer Satisfaction with the Mediating Role of Perceived Value, Perceived Quality and Customer Trust (Case Study: Customers of Bank Shahr in Qazvin Province)
Subject Areas : Jounal of Marketing Management
vahideh alipoor
1
(
Assistant Professor, Department of Management and Accounting, Zanjan University, Zanjan, Iran
)
mohammad Bashokouh Ajirlo
2
(
Associate Professor, Department of Business Management, Mohaghegh Ardabili University, Ardabil, Iran
)
atefeh mehri bazghaleh
3
(
PhD student in Business Management, Mohaghegh Ardabili University, Ardabil, Iran
)
anis mehri bazghaleh
4
(
Master of Business Management, Payame Noor University of Tehran, Tehran, Iran
)
Keywords: Customer Satisfaction, Customer trust, perceived quality, Communication Effectiveness, Perceived Value,
Abstract :
Effective banking communications can improve and strengthen customer relationships to achieve the desired level of performance. Although banks and the services they provide have improved in recent decades, customer satisfaction with banking communications is still a concern. The purpose of this study is to investigate the effect of communication effectiveness on customer satisfaction with the mediating role of perceived value, perceived quality and customer trust. The research is a descriptive correlational research in terms of applied purpose and method. The statistical population of this study includes all customers of Bank Shahr in Qazvin province. The size of the target population was unlimited and according to Krejcie and Morgan table was equal to 384 people. The questionnaire was distributed electronically among the statistical population and finally 384 questionnaires were analyzed. The available sampling method was selected for data collection and the required data were collected in this study using a 21-item questionnaire. The results of the study showed that the effectiveness of communication has a positive and significant effect on customer satisfaction, customer trust, perceived value and perceived quality. Also, the effectiveness of communication indirectly leads to customer satisfaction through trust, perceived value and perceived quality. Other results are presented in the form of discussion and conclusions in the research.
حیدرزاده، ک. و عادل‌پور، ا. (1389). "ارزیابی نقش و تأثیر کیفیت خدمات الکترونیکی، کیفیت کلی خدمات و رضایت مشتری بر فرآیند تصمیم گیری خرید مصرف‌کنندگان درخریدهای آنلاین"، مدیریت بازاریابی، دوره 5، شماره 8، صص. 35-68.
داودآبادی، م. (1385). "مدیریت و ارتباطات سازمانی"، همایش ملی مدیریت فناوری اطالعات و ارتباطات، اصفهان، 24 و 25 اردیبهشت.
داوری، ع. و رضازاده، آ. (1392). "مدل‌سازی معادلات ساختاری با نر‌م‌افزار PLS"، جهاد دانشگاهی، سازمان انتشارات، تهران.
ربیعه، س. و رضاییان، ع. (1401). "تأثیر مدیریت ارتباط با مشتری اجتماعی بر عملکرد مالی با نقش میانجی‌گری تعهد مشتری و رضایت مشتری (مورد مطالعه: بانک‌های خصوصی استان خوزستان)"، مدیریت بازاریابی، دوره 17، شماره 55، صص. 95-109.
کیا، ک.، میرابی، و.ر. و مظفری، ا. (1395). "رابطه مدیریت ارتباط با مشتری، کیفیت خدمات و رضایت استفاده‌کنندگان در سازمان‌های خدماتی (بررسی موردی خانه سالمندان)"، مدیریت بازاریابی، دوره 11، شماره 31، صص. 49-65.
نجفی‌زاده، ن. و میرزایی، ع.ا. (1397). "بررسی تأثیر آمیخته بازاریابی خدمات بر ارزش‌های درک شده، رضایت و نیات رفتاری مشتری در رستوران"، مدیریت بازاریابی، دوره 13، شماره 39، صص. 37-54.
Abu-ELSamen, A.A., Akroush, M.N., Al-Sayed, A.L. & Hasan, H.J. (2012). “An empirical model of customer service quality and customer loyalty in an international electronics company”, International Journal of Electronic Business, Vol. 10(1), PP. 39-63.
Al-Qeed, M.A., ALsadi, B.Y. & Al-Azzam, Z.F. (2017). “The impact of customer relationship management on achieving service quality of banking sector of Jordan”, International Journal of Business and Management, Vol. 12(3), P. 180.
Amin, M. (2016). “Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty”, International journal of bank marketing, Vol. 34(3), PP. 280-306.
Anderson, E. & Weitz, B. (1992). “The use of pledges to build and sustain commitment in distribution channels”, Journal of marketing research, Vol. 29(1), PP. 18-34.
Athanassopoulou, P. & Johne, A. (2004). “Effective communication with lead customers in developing new banking products”, International Journal of Bank Marketing, Vol. 22(2), PP. 100-125.
Aurier, P. & de Lanauze, G.S. (2011). “Impacts of in‐store manufacturer brand expression on perceived value, relationship quality and attitudinal loyalty”, International Journal of Retail & Distribution Management, Vol. 39(11), PP. 810-835.
Bao, Y., Bao, Y. & Sheng, S. (2011). “Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation”, Journal of Business Research, Vol. 64(2), PP. 220-226.
Berman, B. & Evans, J.R. (2010). “Great Ideas in Retailing: To Accompany Retail Management: a Strategic Approach”, Pearson/Prentice Hall.
Bhat, S.A. & Darzi, M.A. (2013). “Customer relationship management: A review of Indian banking sector”, The Bus. Rev, Vol. 17(1-2), PP. 58-67.
Bucăţa, G. & Rizescu, A.M. (2017). “The role of communication in enhancing work effectiveness of an organization”, Land Forces Academy Review, Vol. 22(1), PP. 49-57.
Cavallone, M. & Modina, M. (2013). “Customer perception of bank communication: Evidence and implications”, Corporate Ownership & Control, Vol. 10(3-4), PP. 299-307.
Chaudhuri, A. & Holbrook, M.B. (2001). “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty”, Journal of marketing, Vol. 65(2), PP. 81-93.
Davari, A. & Rezazadeh, A. (2012). “Structural equation modeling with PLS software”, Jihad Daneshgahi Publishing Organization. (In Persian).
Dewnarain, S., Ramkissoon, H. & Mavondo, F. (2019). “Social customer relationship management: An integrated conceptual framework”, Journal of Hospitality Marketing & Management, Vol. 28(2), PP. 172-188.
Dhman, Z. (2011). “The effect of customer relationship management (CRM) concept adoption on customer satisfaction–customers perspective”, Master of Business Administration.
Dimyati, M. (2011). “Theoretical Testing on Service Quality and Product Innovation of Small-Micro Credit Banks (A case Study)”, Journal of Economics, Business, & Accountancy Ventura, Vol. 14(3), PP. 225-238.
García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B. & Bernal-García, A. (2018). “The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers”, Sport Management Review, Vol. 21(3), PP. 250-262.
Graupner, E., Melcher, F., Demers, D. & Maedche, A. (2015). “Customers' intention to use digital services in retail banking: an information processing perspective”, DOI: 10.18151/7217332.
Grewal, D., Levy, M. & Kumar, V. (2009). “Customer experience management in retailing: An organizing framework”, Journal of retailing, Vol. 85(1), PP. 1-14.
Guo, Y. (2017). “Implementing relationship banking strategies and techniques and improving customer value”, Finance and market, Vol. 2(2). PP. 1-13
Hanif, M., Hafeez, S. & Riaz, A. (2010). “Factors affecting customer satisfaction”, International research journal of finance and economics, Vol. 60(1), PP. 44-52.
Hellier, P.K., Geursen, G.M., Carr, R.A. & Rickard, J.A. (2003). “Customer repurchase intention: A general structural equation model”, European journal of marketing, Vol. 37(11-12), PP. 1762-1800.
Hidayat, A., Saifullah, M. & Ishak, A. (2016). “Determinants of satisfaction, trust, and loyalty of Indonesian e-commerce customer”, International Journal of Economics and Management, Vol. 10(1), PP. 151-166.
Hoque, M.E., Nik Hashim, N.M.H. & Razzaque, M.A. (2018). “Effects of communication and financial concerns on banking attitude-behaviour relations”, The Service Industries Journal, Vol. 38(13-14), PP. 1017-1042.
Jiang, Y. & Wang, C.L. (2006). “The impact of affect on service quality and satisfaction: the moderation of service contexts”, Journal of Services Marketing, Vol. 20(4), PP. 211-218
Konuk, F.A. (2018). “The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food”, Journal of Retailing and Consumer Services, Vol. 43, PP. 304-310.
Kotler, P. & Armstrong, G. (2007). “Princípios de marketing”, Pearson Prentice Hall.
Kirakosyan, K. & Dănăiaţă, D. (2014). “Communication management in electronic banking. Better communication for better relationship”, Procedia-Social and Behavioral Sciences, Vol. 124, PP. 361-370.
Lassar, W.M., Manolis, C. & Winsor, R.D. (2000). “Service quality perspectives and satisfaction in private banking”, Journal of services marketing, Vol. 14(3), PP. 244-271.
Lenka, U., Suar, D. & Mohapatra, P.K. (2009). “Service quality, customer satisfaction, and customer loyalty in Indian commercial banks”, The Journal of Entrepreneurship, Vol. 18(1), PP. 47-64.
Luthra, A. & Dahiya, R. (2015). “Effective leadership is all about communicating effectively: Connecting leadership and communication”, International Journal of Management & Business Studies, Vol. 5(3), PP. 43-48.
Muyeed, M.A. (2012). “Customer perception on service quality in retail banking in developing countries-a case study”, International Journal of Marketing Studies, Vol. 4(1), P. 116.
Natalia, Valonia, S. & Handrimurtjahjo, A.D. (2016). “Factors Influencing Behavioral Intentions of Television Home shopping with Moderating Effect of Consumer Satisfaction”, International Journal of Economics and Management, Vol. 10(S1), PP. 65-79.
Ndubisi, N.O. & Wah, C.K. (2005). “Factorial and discriminant analyses of the underpinnings of relationship marketing and customer satisfaction”, International journal of bank marketing, Vol. 23(7), PP. 542-557.
Ndubisi, N.O. (2007). “Relationship marketing and customer loyalty”, Marketing Intelligence & Planning, Vol. 25(1), PP. 98-106.
Nielsen, A.E. & Thomsen, C. (2018). “Reviewing corporate social responsibility communication: a legitimacy perspective”, Corporate Communications: An International Journal, Vol. 23(4), PP. 492-511.
Nupur, J.M. (2010). “E-banking and customers’ satisfaction in Bangladesh: An analysis”, International review of business research papers, Vol. 6(4), PP. 145-156.
Olsen, S.O. (2002). “Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty”, Journal of the academy of marketing science, Vol. 30(3), PP. 240-249.
Othman, M., Kamarohim, N. & Nizam, F.M. (2017). “Brand Credibility, Perceived Quality and Perceived Value: A Study of Customer Satisfaction”, International Journal of Economics & Management, Vol. 11(S3), PP. 763-775.
Palmer, A. & Bejou, D. (2016). “Retrospective: service failure and loyalty: an exploratory empirical study of airline customers”, Journal of Services Marketing, Vol. 30(5), PP. 480-484.
Parajuli, S., Paudel, U.R. & Devkota, N. (2020). “Banking Communications: A Perceptual Study of Customer Relations”, South Asian Journal of Social Studies and Economics, Vol. 8(3), PP. 23-34.
Paudel, U.R., Devkota, N., Ghale, B.A. & Adhikari, K. (2018). “Communication and gender in bachelor’s degree students’ adjustment process: A study in Kathmandu, Nepal”, Journal of Education, Society and Behavioural Science, Vol. 27(4), PP. 1-9.
Rivard, S. & Huff, S.L. (1988). “Factors of success for end-user computing”, Communications of the ACM, Vol. 31(5), PP. 552-561.
Sadia, A., Salleh, B.M., Kadir, Z.A. & Sanif, S. (2016). “The relationship between organizational communication and employee’s productivity with new dimensions of effective communication flow”, Journal of business and social review in emerging economies, Vol. 2(2), PP. 93-100.
Schurr, P.H. & Ozanne, J.L. (1985). “Influences on exchange processes: Buyers' preconceptions of a seller's trustworthiness and bargaining toughness”, Journal of consumer research, Vol. 11(4), PP. 939-953.
Sharma, N. & Patterson, P.G. (1999). “The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services”, Journal of services marketing, Vol. 13(2), PP. 151-170.
Singh, S. & Rahul, M. (2010). “Effectiveness of CRM in banking services with reference to ATM services in NCR Delhi”, Asia Pacific Business Review, Vol. 6(2), PP. 141-149.
Sirdeshmukh, D., Singh, J. & Sabol, B. (2002). “Consumer trust, value, and loyalty in relational exchanges”, Journal of marketing, Vol. 66(1), PP. 15-37.
Sun, P.C. & Lin, C.M. (2010). “Building customer trust and loyalty: an empirical study in a retailing context”, The Service Industries Journal, Vol. 30(9), PP. 1439-1455.
Sweeney, J.C., Soutar, G.N. & Johnson, L.W. (1999). “The role of perceived risk in the quality-value relationship: A study in a retail environment”, Journal of retailing, Vol. 75(1), PP. 77-105.
Tran, V.D. & Le, N.M.T. (2020). “Impact of service quality and perceived value on customer satisfaction and behavioral intentions: Evidence from convenience stores in Vietnam”, The Journal of Asian Finance, Economics, and Business, Vol. 7(9), PP 517-526.
Vyas, V. & Raitani, S. (2014). “Drivers of customers’ switching behaviour in Indian banking industry”, International Journal of Bank Marketing, Vol. 32(4). PP. 321-342.
Yang, Z. & Peterson, R.T. (2004). “Customer perceived value, satisfaction, and loyalty: The role of switching costs”, Psychology & marketing, Vol. 21(10), PP. 799-822.
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حیدرزاده، ک. و عادل‌پور، ا. (1389). "ارزیابی نقش و تأثیر کیفیت خدمات الکترونیکی، کیفیت کلی خدمات و رضایت مشتری بر فرآیند تصمیم گیری خرید مصرف‌کنندگان درخریدهای آنلاین"، مدیریت بازاریابی، دوره 5، شماره 8، صص. 35-68.
داودآبادی، م. (1385). "مدیریت و ارتباطات سازمانی"، همایش ملی مدیریت فناوری اطالعات و ارتباطات، اصفهان، 24 و 25 اردیبهشت.
داوری، ع. و رضازاده، آ. (1392). "مدل‌سازی معادلات ساختاری با نر‌م‌افزار PLS"، جهاد دانشگاهی، سازمان انتشارات، تهران.
ربیعه، س. و رضاییان، ع. (1401). "تأثیر مدیریت ارتباط با مشتری اجتماعی بر عملکرد مالی با نقش میانجی‌گری تعهد مشتری و رضایت مشتری (مورد مطالعه: بانک‌های خصوصی استان خوزستان)"، مدیریت بازاریابی، دوره 17، شماره 55، صص. 95-109.
کیا، ک.، میرابی، و.ر. و مظفری، ا. (1395). "رابطه مدیریت ارتباط با مشتری، کیفیت خدمات و رضایت استفاده‌کنندگان در سازمان‌های خدماتی (بررسی موردی خانه سالمندان)"، مدیریت بازاریابی، دوره 11، شماره 31، صص. 49-65.
نجفی‌زاده، ن. و میرزایی، ع.ا. (1397). "بررسی تأثیر آمیخته بازاریابی خدمات بر ارزش‌های درک شده، رضایت و نیات رفتاری مشتری در رستوران"، مدیریت بازاریابی، دوره 13، شماره 39، صص. 37-54.
Abu-ELSamen, A.A., Akroush, M.N., Al-Sayed, A.L. & Hasan, H.J. (2012). “An empirical model of customer service quality and customer loyalty in an international electronics company”, International Journal of Electronic Business, Vol. 10(1), PP. 39-63.
Al-Qeed, M.A., ALsadi, B.Y. & Al-Azzam, Z.F. (2017). “The impact of customer relationship management on achieving service quality of banking sector of Jordan”, International Journal of Business and Management, Vol. 12(3), P. 180.
Amin, M. (2016). “Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty”, International journal of bank marketing, Vol. 34(3), PP. 280-306.
Anderson, E. & Weitz, B. (1992). “The use of pledges to build and sustain commitment in distribution channels”, Journal of marketing research, Vol. 29(1), PP. 18-34.
Athanassopoulou, P. & Johne, A. (2004). “Effective communication with lead customers in developing new banking products”, International Journal of Bank Marketing, Vol. 22(2), PP. 100-125.
Aurier, P. & de Lanauze, G.S. (2011). “Impacts of in‐store manufacturer brand expression on perceived value, relationship quality and attitudinal loyalty”, International Journal of Retail & Distribution Management, Vol. 39(11), PP. 810-835.
Bao, Y., Bao, Y. & Sheng, S. (2011). “Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation”, Journal of Business Research, Vol. 64(2), PP. 220-226.
Berman, B. & Evans, J.R. (2010). “Great Ideas in Retailing: To Accompany Retail Management: a Strategic Approach”, Pearson/Prentice Hall.
Bhat, S.A. & Darzi, M.A. (2013). “Customer relationship management: A review of Indian banking sector”, The Bus. Rev, Vol. 17(1-2), PP. 58-67.
Bucăţa, G. & Rizescu, A.M. (2017). “The role of communication in enhancing work effectiveness of an organization”, Land Forces Academy Review, Vol. 22(1), PP. 49-57.
Cavallone, M. & Modina, M. (2013). “Customer perception of bank communication: Evidence and implications”, Corporate Ownership & Control, Vol. 10(3-4), PP. 299-307.
Chaudhuri, A. & Holbrook, M.B. (2001). “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty”, Journal of marketing, Vol. 65(2), PP. 81-93.
Davari, A. & Rezazadeh, A. (2012). “Structural equation modeling with PLS software”, Jihad Daneshgahi Publishing Organization. (In Persian).
Dewnarain, S., Ramkissoon, H. & Mavondo, F. (2019). “Social customer relationship management: An integrated conceptual framework”, Journal of Hospitality Marketing & Management, Vol. 28(2), PP. 172-188.
Dhman, Z. (2011). “The effect of customer relationship management (CRM) concept adoption on customer satisfaction–customers perspective”, Master of Business Administration.
Dimyati, M. (2011). “Theoretical Testing on Service Quality and Product Innovation of Small-Micro Credit Banks (A case Study)”, Journal of Economics, Business, & Accountancy Ventura, Vol. 14(3), PP. 225-238.
García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B. & Bernal-García, A. (2018). “The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers”, Sport Management Review, Vol. 21(3), PP. 250-262.
Graupner, E., Melcher, F., Demers, D. & Maedche, A. (2015). “Customers' intention to use digital services in retail banking: an information processing perspective”, DOI: 10.18151/7217332.
Grewal, D., Levy, M. & Kumar, V. (2009). “Customer experience management in retailing: An organizing framework”, Journal of retailing, Vol. 85(1), PP. 1-14.
Guo, Y. (2017). “Implementing relationship banking strategies and techniques and improving customer value”, Finance and market, Vol. 2(2). PP. 1-13
Hanif, M., Hafeez, S. & Riaz, A. (2010). “Factors affecting customer satisfaction”, International research journal of finance and economics, Vol. 60(1), PP. 44-52.
Hellier, P.K., Geursen, G.M., Carr, R.A. & Rickard, J.A. (2003). “Customer repurchase intention: A general structural equation model”, European journal of marketing, Vol. 37(11-12), PP. 1762-1800.
Hidayat, A., Saifullah, M. & Ishak, A. (2016). “Determinants of satisfaction, trust, and loyalty of Indonesian e-commerce customer”, International Journal of Economics and Management, Vol. 10(1), PP. 151-166.
Hoque, M.E., Nik Hashim, N.M.H. & Razzaque, M.A. (2018). “Effects of communication and financial concerns on banking attitude-behaviour relations”, The Service Industries Journal, Vol. 38(13-14), PP. 1017-1042.
Jiang, Y. & Wang, C.L. (2006). “The impact of affect on service quality and satisfaction: the moderation of service contexts”, Journal of Services Marketing, Vol. 20(4), PP. 211-218
Konuk, F.A. (2018). “The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food”, Journal of Retailing and Consumer Services, Vol. 43, PP. 304-310.
Kotler, P. & Armstrong, G. (2007). “Princípios de marketing”, Pearson Prentice Hall.
Kirakosyan, K. & Dănăiaţă, D. (2014). “Communication management in electronic banking. Better communication for better relationship”, Procedia-Social and Behavioral Sciences, Vol. 124, PP. 361-370.
Lassar, W.M., Manolis, C. & Winsor, R.D. (2000). “Service quality perspectives and satisfaction in private banking”, Journal of services marketing, Vol. 14(3), PP. 244-271.
Lenka, U., Suar, D. & Mohapatra, P.K. (2009). “Service quality, customer satisfaction, and customer loyalty in Indian commercial banks”, The Journal of Entrepreneurship, Vol. 18(1), PP. 47-64.
Luthra, A. & Dahiya, R. (2015). “Effective leadership is all about communicating effectively: Connecting leadership and communication”, International Journal of Management & Business Studies, Vol. 5(3), PP. 43-48.
Muyeed, M.A. (2012). “Customer perception on service quality in retail banking in developing countries-a case study”, International Journal of Marketing Studies, Vol. 4(1), P. 116.
Natalia, Valonia, S. & Handrimurtjahjo, A.D. (2016). “Factors Influencing Behavioral Intentions of Television Home shopping with Moderating Effect of Consumer Satisfaction”, International Journal of Economics and Management, Vol. 10(S1), PP. 65-79.
Ndubisi, N.O. & Wah, C.K. (2005). “Factorial and discriminant analyses of the underpinnings of relationship marketing and customer satisfaction”, International journal of bank marketing, Vol. 23(7), PP. 542-557.
Ndubisi, N.O. (2007). “Relationship marketing and customer loyalty”, Marketing Intelligence & Planning, Vol. 25(1), PP. 98-106.
Nielsen, A.E. & Thomsen, C. (2018). “Reviewing corporate social responsibility communication: a legitimacy perspective”, Corporate Communications: An International Journal, Vol. 23(4), PP. 492-511.
Nupur, J.M. (2010). “E-banking and customers’ satisfaction in Bangladesh: An analysis”, International review of business research papers, Vol. 6(4), PP. 145-156.
Olsen, S.O. (2002). “Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty”, Journal of the academy of marketing science, Vol. 30(3), PP. 240-249.
Othman, M., Kamarohim, N. & Nizam, F.M. (2017). “Brand Credibility, Perceived Quality and Perceived Value: A Study of Customer Satisfaction”, International Journal of Economics & Management, Vol. 11(S3), PP. 763-775.
Palmer, A. & Bejou, D. (2016). “Retrospective: service failure and loyalty: an exploratory empirical study of airline customers”, Journal of Services Marketing, Vol. 30(5), PP. 480-484.
Parajuli, S., Paudel, U.R. & Devkota, N. (2020). “Banking Communications: A Perceptual Study of Customer Relations”, South Asian Journal of Social Studies and Economics, Vol. 8(3), PP. 23-34.
Paudel, U.R., Devkota, N., Ghale, B.A. & Adhikari, K. (2018). “Communication and gender in bachelor’s degree students’ adjustment process: A study in Kathmandu, Nepal”, Journal of Education, Society and Behavioural Science, Vol. 27(4), PP. 1-9.
Rivard, S. & Huff, S.L. (1988). “Factors of success for end-user computing”, Communications of the ACM, Vol. 31(5), PP. 552-561.
Sadia, A., Salleh, B.M., Kadir, Z.A. & Sanif, S. (2016). “The relationship between organizational communication and employee’s productivity with new dimensions of effective communication flow”, Journal of business and social review in emerging economies, Vol. 2(2), PP. 93-100.
Schurr, P.H. & Ozanne, J.L. (1985). “Influences on exchange processes: Buyers' preconceptions of a seller's trustworthiness and bargaining toughness”, Journal of consumer research, Vol. 11(4), PP. 939-953.
Sharma, N. & Patterson, P.G. (1999). “The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services”, Journal of services marketing, Vol. 13(2), PP. 151-170.
Singh, S. & Rahul, M. (2010). “Effectiveness of CRM in banking services with reference to ATM services in NCR Delhi”, Asia Pacific Business Review, Vol. 6(2), PP. 141-149.
Sirdeshmukh, D., Singh, J. & Sabol, B. (2002). “Consumer trust, value, and loyalty in relational exchanges”, Journal of marketing, Vol. 66(1), PP. 15-37.
Sun, P.C. & Lin, C.M. (2010). “Building customer trust and loyalty: an empirical study in a retailing context”, The Service Industries Journal, Vol. 30(9), PP. 1439-1455.
Sweeney, J.C., Soutar, G.N. & Johnson, L.W. (1999). “The role of perceived risk in the quality-value relationship: A study in a retail environment”, Journal of retailing, Vol. 75(1), PP. 77-105.
Tran, V.D. & Le, N.M.T. (2020). “Impact of service quality and perceived value on customer satisfaction and behavioral intentions: Evidence from convenience stores in Vietnam”, The Journal of Asian Finance, Economics, and Business, Vol. 7(9), PP 517-526.
Vyas, V. & Raitani, S. (2014). “Drivers of customers’ switching behaviour in Indian banking industry”, International Journal of Bank Marketing, Vol. 32(4). PP. 321-342.
Yang, Z. & Peterson, R.T. (2004). “Customer perceived value, satisfaction, and loyalty: The role of switching costs”, Psychology & marketing, Vol. 21(10), PP. 799-822.
