The Outcomes of Interpersonal Liking in Lender-Customer Relationships in the Australian Banking Sector
Year: 2005
Type: conference-paper
Abstract: The benefits, or outcomes, to an organisation of a successful relationship orientation have been widely reported in the literature. These include increased customer retention, profitability, new product success and improved staff satisfaction. However, less attention has been paid to identifying the outcomes of interpersonal liking in a relationship marketing context. Consequently, the aim of this paper is to explore the benefits accrued by the presents of interpersonal liking in a relationship. Previous research has shown that interpersonal liking is based on an attitude, attraction and an emotional bond or connection. Further, liking has also been found to positively influence relationship success. However, these issues have not been extensively examined in the banking industry. Utilising a case study methodology, the findings suggest outcomes of interpersonal liking as being increased commitment and cooperation in the relationship and a growth in business referrals for the bank lender. These findings contribute to the limited theory on interpersonal liking and highlight how practice can be enhanced by illustrating the importance of liking on lender-customer relationships in the banking industry.
Authors: Hawke, Amy, Heffernan, Troy
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2185731784