Download files
Abstract
In exploring the set of antecedents of rapport, this research study proposed a holistic, comprehensive model and tested it by probing into trust, commitment, service quality and customer involvement along with their underlying sub-dimensions. Despite the importance of rapport, relationship literature is astonishingly limited in identifying the key antecedents of this construct, which is largely responsible for assuring long term overall customer satisfaction. Since virtually nothing is known about the antecedent role of these constructs for rapport in the chosen research context, the conceptual model developed in the study required validation. This was done by testing four existing models (identified as sub-models 1 – 4 in the text) involving these constructs and their interrelations, all of which were found to be valid in the Bangladesh context endorsing their inclusion in the proposed model. Data was collected using a ‘Mall intercept’ type survey involving 212 bank customers who reported their rapport building behavior with frontline employees as well as their level of satisfaction with the bank in a questionnaire. Structural Equation Modeling (SEM) using AMOS (version 17.0) was employed to analyse the research data. Each of the four antecedents (commitment, customer involvement, service quality and trust) along with most of their sub-categories i.e. dimensions (excepting tangible service quality and contractual trust), were found to be significant in developing rapport in the research context. In terms of breadth, focus, scope and originality, this research represents a pioneering effort in the context of developing nations that would enrich the relationship literature. Despite its limitations, findings of this research have important implications for academics/researchers as well bank managers. While they would provide academics and future researchers involved in rapport research with useful insight about rapport and its antecedents; they would also help bank management formulate appropriate strategies to develop and foster rapport between their frontline employees and customers.