Value Congruence and Consumer's Satisfaction towards Online Banking – The Mediation Role of Affective Commitment

Management & Marketing: Challenges for the Knowledge Society, Vol. 9, No. 3, pp. 347‐358, 2014

12 Pages Posted: 23 Sep 2016

See all articles by Muhammad Rahman

Muhammad Rahman

Faculty of Languages and Management; International Islamic University Malaysia

Nazrul Islam

Canadian University of Bangladesh

Date Written: September 2014

Abstract

Value congruence (VC) and its impact on customers’ satisfaction towards online banking practices rarely appear in the literature of services marketing. The aim of this inquiry is to explore the influence of VC towards customer’s satisfaction towards online banking and examine the mediating role of affective commitment in the Bangladeshi online banking service context. This research applied survey method for the accumulation of information. Data was analyzed by means of descriptive statistics followed by exploratory factor analysis, confirmatory factor analysis and structural equation modeling. The findings uncovered that the positive impact of VC on customers’ satisfaction is stronger when affective commitment play as a mediating function. This research also found evidence that increasing service quality to optimize customers’ satisfaction in this sector is not enough since the mangers need to concentrate on customers’ perceived value, as well as to design the services that are truly perceived by their customers.

Suggested Citation

Rahman, Muhammad and Islam, Nazrul, Value Congruence and Consumer's Satisfaction towards Online Banking – The Mediation Role of Affective Commitment (September 2014). Management & Marketing: Challenges for the Knowledge Society, Vol. 9, No. 3, pp. 347‐358, 2014, Available at SSRN: https://ssrn.com/abstract=2842161

Muhammad Rahman

Faculty of Languages and Management; International Islamic University Malaysia ( email )

Gombak Kaulalampur

HOME PAGE: http://www.iium.edu.my/klm

Nazrul Islam (Contact Author)

Canadian University of Bangladesh ( email )

House 99, Road 11, Block C, Banani,
Dhaka, 1213
Bangladesh
8801716370643 (Phone)
880258952047 (Fax)

HOME PAGE: http://www.cub.edu.bd

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