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Influence of social capital on customer’s relationship satisfaction in the Pakistani banking industry

Muhammad, L. and Mahadi, B. and Hussin, N. (2017) Influence of social capital on customer’s relationship satisfaction in the Pakistani banking industry. Asia Pacific Journal of Marketing and Logistics, 29 (5). pp. 1036-1054. ISSN 1355-5855

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Purpose: The purpose of this paper is to investigate the effects of structural social capital, relational social capital and cognitive social on relationship satisfaction, and also to investigate how relationship satisfaction is associated with negative word-of-mouth and re-patronage intentions, in service recovery. Design/methodology/approach: A sample of 478 Pakistani banking industry clients, who registered a complaint to their bank recently, answered the survey. Variance-based partial least squares structural equation modeling was employed for data analysis. Findings: Results demonstrate that all three facets of social capital have a significant positive impact on relationship satisfaction. However, relationship satisfaction enhances customer re-patronage intentions and restrains negative word-of-mouth intentions. Practical implications: Findings are important for service firms, particularly for banks to adjust their service recovery strategies. Originality/value: The paper verified the influence of structural social capital, cognitive social capital and relational social capital on relationship satisfaction and tested the influence of relationship satisfaction on negative word-of-mouth and re-patronage intentions.

Item Type:Article
Uncontrolled Keywords:Negative word of mouth, Re-patronage intentions, Relationship satisfaction, Service recovery, Social capital
Subjects:H Social Sciences > HF Commerce
Divisions:International Business School
ID Code:75412
Deposited By: Widya Wahid
Deposited On:22 Mar 2018 11:08
Last Modified:22 Mar 2018 11:08

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