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The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development

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Abstract

Relationship maintenance (customer retention and exclusivity) and development (increased service usage and cross-buying) are top priorities in Customer Relationship Management. This paper examines how service companies can effectively influence customer patronage behaviors by leveraging overall customer satisfaction, trust and relationship commitment. Using a longitudinal design over a two-year period, we merge survey metrics with actual patronage behaviors taken from a bank’s database. We show that relationship commitment just enhances retention and exclusivity while trust directly influences service usage and cross-buying. As a consequence, trust appears to be highly critical for service relationship development and company profits. Furthermore, trust and relationship commitment mediate the entire impact of satisfaction which appears as a necessary but not sufficient condition for relationship maintenance and development. Satisfaction, and more generally service evaluations, must be efficiently converted into trust and relationship commitment before providing business results. Finally, we establish the temporal antecedence and the predictive power of trust and relationship commitment. Relationship commitment in year t predicts the number of service providers in year t + 1 (exclusivity vs. polygamy), while trust in year t predicts the number of bank products (cross-buying) as well as the service usage level in year t + 1. We then discuss managerial implications for customer relationship maintenance and development.

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Notes

  1. For managerial reasons, short duration clients (mostly young clients) had been voluntarily over-represented by the regional branch in the original sample.

  2. On the basis of exploratory factor analyses conducted on Sample-1, we have deleted one item for technical quality (techqual1), loading also on the value and overall satisfaction factors. We have deleted one item for functional quality (funcqual2), loading also on the relationship commitment factor.

  3. In France, when a client opens an account in a bank, getting a checking account is the first contractual step. Having it is a necessary condition to access the other services (credit-card, home credit, etc.), even in the case where the client does not use checks.

  4. A stock variable is a quantity which is measured at some reference date, while a flow variable is a quantity which is measured during some time period (Harrison 1987).

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  1. School of Business Administration, University of Montpellier, Place Eugène Bataillon, 34095, Montpellier Cedex 5, France

    Philippe Aurier & Gilles N’Goala

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  1. Philippe Aurier
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  2. Gilles N’Goala
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Correspondence to Philippe Aurier.

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Special thanks go to Crédit Agricole-France and Christophe Bénavent, for providing access to the data used in this research.

Appendices

Appendix A

Table 4 Questionnaire items
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Appendix B

Table 5 Service usage (depth of the relationship)—Sample-1
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Table 6 Relationship duration (number of years), relationship exclusivity (number of banks) and cross-buying (breadth or number of products)—Sample-1
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Appendix C

Table 7 Reliability, root shared variance and correlations (Sample-1; CFA1)
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Aurier, P., N’Goala, G. The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. J. of the Acad. Mark. Sci. 38, 303–325 (2010). https://doi.org/10.1007/s11747-009-0163-z

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