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Defence master thesis

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Iris Berkelmans

on 8 July 2014

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Transcript of Defence master thesis

Topic
Outcomes analysis
Conceptual framework
Defense Master Thesis
Iris Berkelmans s4041720
Introduction topic

Research models

Methodology

Conclusion and implications
Findings & Implications
1. Reputation
2. Competence
3. Benevolence
4. Value congruence
Making values explicit and accessible

Awareness

Important dimension for affective and normative commitment
Questions
"Trust and Commitment in the Dutch banking sector"
Relationship marketing

Trust

Commitment

Importance of dimensionality
(Geyskens, 1998)
08-07-2014
Methodology
Trust
Loyalty
Relationship marketing
Relative importance trust dimensions
Creating commitment

Limited role reputation (contrast)

Soft factors become important when creating normative and affective commitment
(Benevolence & Value congruence)

Importance dimensionality

Commitment
e.g. Morgan and Hunt (1994)
Doney and Cannon, (1997)
e.g. Fullerton (2003)
" All marketing activities directed towards establishing, developing and maintaining successful relational exchanges"
-
Morgan and Hunt (1994)
"Research question: What is the relative importance of the trust dimensions?"
Sub questions
"How do the trust dimensions relate to (1) affective-, (2) continuous- and normative commitment"
Contents of presentation
Online questionnaire
171 Respondents
Partial least squares (PLS)
Explorative results
Based on past actions
Mass-media influence
Reciprocal effect
Limited role in creating commitment
Dutch retail banking sector
Trust financial sector --> functioning society (Rotter, 1967).

Scandals

Regaining trust
Regaining trust

the willingness to rely on an exchange partner in whom one has confidence

(Moorman et al. 1993, p82).
"the desire to maintain a relationship"
(Mooreman et al., 1992).
5. Integrity
Suggestions for future research
Additional analysis: demographic and situational factors--> increase sample size
Longitudinal setting
Examine potential moderating role of reputation
Include loyalty dimensionality in model
Role (two-way) communication
Shapes perceptions
Social media: ability to show benevolence and competence
Provide clarity
Value congruence: positioning
Role employees
Ability to transfer
Relationship affective commitment
Codes of conduct

Refrain from opportunistic behavior

Open communication

Relation reputation

No relation with commitment
Act according consumer interest
Role employees
Complexity products
Important dimension for affective and normative commitment
Gärling et al. (2009)
Allen and Meyer (1990)
Full transcript