Dr. Sheena Lovia Boateng, the Executive Director of PRF, has authored a journal article on Online relationship marketing and customer loyalty: a signaling theory perspective. The paper was published by the International Journal of Bank Marketing. The International Journal of Bank Marketing (IJBM) provides the venue for the dissemination of state-of-the-art research on marketing issues related to a range of financial services providers, from banks and insurers to financial advisors and credit providers. The journal primarily focuses on empirically-based studies, thought pieces and review articles. Due to its international nature, articles featured in IJBM explore financial services marketing issues from every corner around the globe.

Clarivate Analytics: 2017 Impact Factor: 2.294*
Scopus CiteScore 2017: 2.70

Abstract of the Paper

Online technologies have, in recent times, revolutionized the process of relationship building between firms and their customers. Nonetheless, there is a limited focus and theorization when it comes to explaining the link between online relationship marketing (ORM) activities and their impact on firm relationship marketing (RM) objectives. Thus, the purpose of this paper is to examine the signaling role of ORM activities in generating online trust and customer loyalty, through the lens of the signaling theory.

Data for the study were gathered through a survey of 429 Ghanaian retail bank customers. Results were analyzed using structural equation modeling techniques.

The paper highlights the signaling role of engagement and interactivity online in influencing banks’ RM outcomes per the signaling theory. It concludes that bank’s online relationship activities, over and above the online tools utilized, need to communicate appropriate and useful signals in order to positively influence online trust and loyalty among customers.

The study, in its uniqueness, utilizes the signaling theory to explain the role and impact of online RM activities in the banking industry.

Cite As: 1. Boateng, S.L. (In Print). Online relationship marketing and customer loyalty: a signaling theory perspective, International Journal of Bank Marketing, (early cite): https://doi.org/10.1108/IJBM-01-2018-0009