Integrative research into the financial services industry in Taiwan: Relationship bonding tactics, relationship quality and behavioural loyalty

Abstract

This study develops and empirically tests a conceptual model examining the interdiscipline between relationship bonding tactics, customer satisfaction, trust/commitment and customer behavioural loyalty in a relationship marketing system. Based on three groups of samples from XYZ bank, one of the well-established merchant banks in Taiwan, the study's findings suggest that financial products with different product attributes will benefit the most from individual types and levels of relationship investment that can be applied directly to each product.