دانلود رایگان مقاله انگلیسی تاثیر منابع ارتباطی و تکنولوژیکی بر وفاداری الکترونیکی: مطالعه تطبیقی بین بانک ها - الزویر 2018

ABSTRACT

The emergence of online and mobile technologies has necessitated the need to re-examine the viability of relationship marketing in nurturing business-to-business service relationships. By drawing upon the resourcebased view (RBV), social exchange (SE) theory and socio-technical systems (STS) theory, this research explores the differences in the process by which local, national and foreign branded banks are able to integrate their online platforms into their relational efforts. Data from a sample of 336 small and medium-sized business customers in the New Zealand banking industry shows that both offline and online service quality affect satisfaction with their e-banking services, which in turn affect the trust and commitment towards the bank and loyalty towards e-banking. In addition, the effect of trust and commitment on loyalty towards e-banking is significantly stronger for the local and national branded banks compared to foreign branded banks. Our findings extend current research on B2B relationship marketing and offer useful managerial insights for professional B2B services providers.

Limitations and future research directions

Notwithstanding its useful conceptual contribution and managerial implications, this study has some limitations that future research may address. First, we explore the relationships between New Zealand banks and their SME customers. Hence our findings may not be generalizable to other cultural and socio-economic contexts, a limitation that future research may overcome by testing our conceptual model in other markets that vary in structure and size, and with firms with a more diverse range of sizes. Second, we draw upon RBV view of the firm and STS theory to conceptualize how service firms can leverage their marketing resources, and how these need to be integrated into their suite of marketing activities to firm help attain optimal outcomes (e.g., e-loyalty). Further studies may extend our conceptual model by including other important outcomes (e.g., profitability, WoM etc.) to improve our overall understanding of how the various forms of marketing resources can be leveraged to advantage. Third, our findings show a negative impact of trust on e-loyalty for national banks and a negative effect of commitment on e-loyalty for local banks, possibly because these banks may have not built a strong loyalty towards their online offering with their relatively more traditional B2B customers who may be more resistant to any change in terms of switching to other banking platforms. However, future research could explore this aspect by measuring the resistance to change or technology-readiness of these customers. Finally, we apply well-defined constructs in the marketing literature to the electronic context. However, in the new multi-channel environment (Hernando & Nieto, 2007) it may be useful to combine both offline and online equivalents of constructs like quality, satisfaction, loyalty, trust and commitment to provide a complete picture of how well the firms' RM and technical elements work together.