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.