The relationship between relationship quality constructs, overall satisfaction and loyalty - an emerging market perspective of SME banking customers

Abstract

Relationship marketing, inclusive of the relationship quality constructs relationship satisfaction, trust and commitment, has been widely acknowledge as a tool to ensure loyalty. With limited studies conducting research to determine if relationship satisfaction, trust and commitment predicts overall satisfaction, a predictor of loyalty, within a business-to-business environment this study investigates the aforementioned focussing on SMEs and their relationship with banks within an emerging market. Through secondary data obtained through email administered questionnaires a total of 1087 respondents was deemed valid for hypothesis testing. The constructs were analysed through multiple and simple linear regression models. Relationship satisfaction and commitment was found to be significant predictors of overall satisfaction; the former being found to be the most important factor in predicting overall satisfaction. Trust, in contrast to most theorists, was however found not to be a significant predictor to overall satisfaction although having an influence on the overall model fit. Overall satisfaction was found to be an exceptionally strong predictor of loyalty indicating that within a business-to-business environment it is pivotal for banking managers to ensure that their SME business customers is satisfied with the relationship they have with the bank along with being committed to ensure the continuation of this relationship. Ultimately these aspects are key to long-term business loyalty.