New Journal Article: Online relationship marketing and customer loyalty: a signaling theory perspective

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.

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

Findings
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.

Originality/value
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

 

New Book on Online Relationship Marketing authored by Dr. Sheena Lovia Boateng

Dr. Sheena Lovia Boateng, the Executive Director of PRF  has authored a book on Online Relationship Marketing – What Works in Ghana. This book seeks to  explore the antecedents and outcomes of Online Relationship Marketing in Ghana. The book is a good guide for conducting literature review in a doctoral thesis. It is also a good example for any business student seeking to use structural equation modelling in a doctoral thesis. The synopsis of the book is as follows:

You are welcome to ONLINE RELATIONSHIP MARKETING – What Works in Ghana. This book has two key audiences. First, it explores the antecedents and outcomes of Online Relationship Marketing (ORM). The antecedents are conceptualised as ORM activities – engagement, interactivity, personalisation and collaboration. The outcomes are trust, commitment and customer loyalty. However, trust and commitment are also conceptualised as mediators between the ORM activities and customer loyalty. Through structural equation modelling, this book examines these relationships to explain the antecedents and outcomes of ORM in a developing economy, Ghana. In this light, researchers and practitioners seeking to understand the constituents of ORM will find this book as a timely resource to understand how ORM is practised in Ghana.Second, the book is a good guide for anyone seeking to undertake or currently enrolled in a doctoral programme in marketing. The book presents a thorough review of ORM, thereby outlining the research gaps that can shape future research. Two research theories – Commitment-Trust theory and Signalling theory – are also reviewed to understand how they can be used to address the research gaps identified. Hence, the book is a good guide for conducting literature review in a doctoral thesis. It is also a good example for any business student seeking to use structural equation modelling in a doctoral thesis.

Buy this ORM Book at Amazon – http://a.co/d/bkbCO7q

Online relationship marketing and affective customer commitment – The mediating role of trust

Online relationship marketing and affective customer commitment – The mediating role of trust

The pervasive use of information technology has implications for consumer relationship management among financial services organisations. There is a need for increased understanding of how digital channels might influence the development and maintenance of firm–customer relationships and in particular the role of the Internet upon commitment and trust outcomes. Thus, this research aims to determine the relationship between online relationship marketing practices and affective customer commitment, and how this relationship is mediated by online channel trust. Data were collected from 200 online retail bank customers and Structural Equation Modelling was used to test the impact of five key online relationship marketing practices on affective commitment, and how trust mediates these relationships. We found that advocacy and collaboration have a direct relationship with affective commitment, while trust mediates the influence of engagement and personalisation on affective commitment. The article highlights the significance of trust in technology when using online channels to build customer relationships.


  • Boateng, S.L. & Narteh, B. (2016). Online relationship marketing and affective customer commitment – The mediating role of trust, Journal of Financial Services Marketing, 21(2), 127-140. https://link.springer.com/article/10.1057/fsm.2016.5