Relationship Quality and Relationship Satisfaction: an Application At Retail Banks in Brazil

In a study of the rapport between customers and retail banks, it has been validated the relationship of Satisfaction with Relationship Quality and Loyalty. It has been verified the influence of the bank service quality and the Relationship Perceived Benefits on the consumer satisfaction with these services, as well as a moderated but significant impact of the affective responses to it. The assigned components of the relationship quality have shown great influence with each other (Satisfaction on Trust and Commitment, Trust on Commitment). The commitment, herein suggested as the Attitudinal Loyalty dimension, has had the greatest influence on Loyalty (embedded dimension), followed by Trust and Satisfaction, whose main effect has been indirect on it.


Paulo H M Prado and Rubens da Costa Santos (2005) ,"Relationship Quality and Relationship Satisfaction: an Application At Retail Banks in Brazil", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 368-376.


Paulo H M Prado, CEPPAD UFPR
Rubens da Costa Santos, EAESP FGV


E - European Advances in Consumer Research Volume 7 | 2005

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