How to lengthen, deepen and broaden customer�firm relationships with online financial services?

Chiung-Ju Liang; Hui-Ju Chen
December 2009
Journal of Financial Services Marketing;Dec2009, Vol. 14 Issue 3, p218
Academic Journal
This study aims to examine the influence of online relationship marketing on consolidating online customer�firm relationships. Through developing an empirical model, this research explores the links between online relationship bonds (financial, social and structural bond), online relationship satisfaction and commitment, and online relationship length, depth and breadth with the online financial services. Data from 686 online customers of a security corporation indicates that online relationship bonds influence online relationship satisfaction and commitment, except for the link between financial bond and relationship commitment. Results also identify that online relationship satisfaction influences relationship length and depth, whereas online relationship commitment has a positive impact on relationship length, depth and breadth. In sum, this study concludes that financial bond is the most important attribute in enhancing online relationship length, whereas structural bond contributes a lot to online relationship depth and breadth.


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