Influence of social capital on customer’s relationship satisfaction in the Pakistani banking industry
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 13 November 2017
Abstract
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.
Keywords
Citation
Muhammad, L., 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, Vol. 29 No. 5, pp. 1036-1054. https://doi.org/10.1108/APJML-10-2016-0193
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited