Analysing the commitment - service quality relationship: a comparative study of retail banking call centres and branches

Neeru Malhotra, Avinandan Mukherjee

Research output: Contribution to journalArticlepeer-review

Abstract

Adopting an internal marketing approach, this paper attempts to provide a deeper understanding of the organisational commitment—service quality relationship in the service context. This is done by empirically testing the relationships that the three components of organisational commitment (affective, continuance and normative) have with the service quality of customer-contact employees. The hypotheses were framed by critically reviewing the extant literature in the areas of services marketing and human resource management. A large sample comparative study was conducted on employees in call centres and branches of a major retail bank in UK. We explore the important question of how the three components of organisational commitment influence the employee-perceived service quality differently in call centres and in branches. The findings indicate that in branches, both affective commitment and continuance commitment have significant positive impact on service quality while in call centres, only affective commitment is found to affect service quality significantly. Having established the commitment—service quality relationship, the implications for designing internal marketing strategies are further discussed.
Original languageEnglish
Pages (from-to)941-971
Number of pages31
JournalJournal of Marketing Management
Volume19
Issue number9-10
DOIs
Publication statusPublished - 1 Nov 2003

Keywords

  • service quality
  • commitment
  • banking
  • internal marketing
  • call centres
  • branches
  • affective commitment
  • continuance commitment
  • normative commitment
  • factor analysis
  • regression analysis

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