Relationship between Social bonds and Customer value in commercial Banks in Kenya
Journal Title: International Journal of Business and Management Invention - Year 2017, Vol 6, Issue 1
Abstract
This study sought to empirically examine the influence of social bonds on customer value in commercial banks in Kenya. The social bonds examined in this study are communication with customers (CC), creation of friendship (CF) and social support (SS). The study sample consists of 384 respondents with a response rate of 78.1 per cent. Data was analyzed by employing correlation and multiple regression analysis. The findings revealed that social bonds are positively associated with customer value in commercial banks in Kenya. The generalization of the findings is limited as the study focused only on a single industry in Kenya. Based on the findings, companies employing social bonds strategies should focus on improving the usefulness of the social bonds to customers by creating opportunities to strengthen social relationships. This study successfully extends the relationship marketing strategies in the context of customer value by incorporating communication with customers, creation of friendship and social support constructs. This extended relationship marketing model is developed to achieve the greater understanding of customer acceptance of social bonding strategy in Kenya’s commercial banks. In conclusion, the model in this study presents a considerable improvement in explanatory power.
Authors and Affiliations
Dr. Tom O. Mboya
Keywords
Related Articles
- EP ID EP406375
- DOI -
- Views 118
- Downloads 0
Financial Literacy In Indonesia
This article aims to describe (1) how the supply side in financial literacy (2) how the demand side in secondary education and higher educationimproved financial literacy has been balanced from the side of demand and sup...
Islamic Banking Vs Conventional Banking in Malaysia
The Islamic banking system is a newly developing financial system, which is an effective alternative to the conventional banking system. There is very little awareness of its distinguished structure and services that the...
Employer Branding: A Tool For Employee Retention
Recognition is the second nutrition after any healthy food for any human being, so also for an organization, a legal entity for the today‘s competitive market. The automobile industry of India is one of the largest secto...
The Study of Trade Competitiveness of Thailand’s Polyethylene Resin in The Chinese Market: A Comparative Analysis of Thailand, Singapore, Malaysia, And Indonesia
This paper was aimed to study the competitiveness of exporting polyethylene resin to China among Thailand and the other major trade competitors from ASEAN countries, Singapore, Malaysia, and Indonesia by using the analys...
An Assessment Of The Moderating Effect Of Growth-Need Strength On The Relationship Between Job Enrichment And Work-Related Attitudes Of Non-Academic Staff In Selected Private Universities In South- West Nigeria.
Job enrichment and work related attitudes for ages have been a difficult issue for human resource managers of organizations worldwide; private universities in Nigeria are not an exception. Numerous researches have been c...