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Abstract
The purpose of this study is to investigate the impact of relational benefits (confidence, social, and special treatment benefits) on satisfaction and commitment. This study also examines the impacts of satisfaction and commitment on customer loyalty. Survey data were collected from 324 customers who have used personal banking services in Ho Chi Minh City, Viet Nam. Results reveal that the relational benefits include threecomponents, namely confidence, social and special treatment benefits. Results also indicate thatconfidence,social and special treatment benefits have positive impacts onsatisfaction and commitment. Consequently, satisfaction and commitmenthave positive impacts onloyalty. Finally, implications for managers and directions for further research are discussed.
Issue: Vol 17 No 3 (2014)
Page No.: 61-70
Published: Sep 30, 2014
Section: Economics, Law and Management - Research article
DOI: https://doi.org/10.32508/stdj.v17i3.1513
Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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