Volume : 2, Issue : 6, June - 2013

Customer Trust: An Essential Antecedent of Customer Commitment

Rouf Ahmad Mir

Abstract :

Customer trust is the doorway to successful relationship and customer commitment ensures a future for the relationship. The present study examined the relationship between trust and commitment among the bank customers. The study is based on primary research. Data was collected from 169 bank customers. The results reveal that customer trust has significant positive relationship with customer commitment. However, regression analysis unveils that customer trust has significant influence on customer commitment. Therefore it is important for the retail banking businesses to pay close attention to the customer’s level of trust and commitment towards the organization that play a major role in relationship success.