Modelling roles of commitment on rapport and satisfaction

Abstract

Purpose – The purpose of this paper is to explore the effect of calculative, affective and normative commitment on bank employee-customer rapport and customer satisfaction. The mediating effect of rapport between each of the three types of commitment and customer satisfaction is also examined. Design/methodology/approach – Structural equation modelling by Partial Least Square method is used for analysing the data on 212 bank customers in Bangladesh. Findings – Results indicate that affective and normative commitment of customers has strong influence in developing rapport, whereas the impact of customers’ calculative commitment on rapport was found to be non-significant. The study also found that rapport has a complementary mediation effect between the three types of commitment and customer satisfaction. Practical implications – While providing training to front line employees, bank management should make them aware that not all customers may have the same level of positive attitude or cooperation for the rapport-building procedure. Employees should understand that different customers will respond differently to their efforts for building rapport due to their pre-existing commitment levels towards banks. Bank management should acknowledge that customers’ current level of commitment may be further strengthened or weakened by successful or unsuccessful rapport building with banks’ employees and thereby re-evaluate their satisfaction level with the bank. Originality/value – The study contributes to the relationship literature by exploring the mediating role of rapport between commitment and customer satisfaction, and by considering the influence of normative commitment on customer-employee rapport in financial services.