The Effect of Relationship Benefits and Corporate Image on Satisfaction, Trust, and Customer Relationship Performance - An IPMA Application in PLS Approach
The banking industry should not enhance their competitive advantages by simply increasing product categories or service items, but instead should evaluate from the perspective of customers what other values they can offer to meet customer needs and expectations in addition to the existing core products and services. From the SMEs’ point of view, this research starts from the perspective of internal (relationship benefits) and external (corporate image) factors to explore the extent to which these two factors impact the satisfaction and trust of SMEs with their correspondent banks. Does such an influence significantly contribute to the length and breadth of the relationship between the two parties? Through the statistical analysis of partial least square structural equation modeling, the research results show that: (1) relationship benefits have a positive and significant impact on satisfaction and trust, (2) corporate image affects satisfaction and trust positively and significantly, (3) satisfaction and trust have a positive and significant influence on relationship length, and (4) satisfaction and trust have a positive and significant effect on relationship breadth. Finally, management implications and follow-up research recommendations based on the research conclusions are provided. Keywords: relationship benefits, corporate image, satisfaction, trust, relationship length, relationship breadth.
