Commitment: a 'contagious' feeling between employees and customers in banking sector

Victor Nasser Harkat , Younes Belfellah , Bilal Bourkha (1)

1 IAE Lille - IAE Lille University School of Management - Lille

This present paper tries to investigate relationship between dimensions of organiza- tional commitment (OC) and brand commitment (BC) based on Allen and Meyer (1990) theory: affective, continuous and normative commitment. Population (443 people) of the present study included employees and customers from the same bank. Data collecting tool was two questionnaires, which were distributed among employees and customers. Data was analyzed with SEM to show the existing correlations. Results showed there is a moderated (0,424) relationship between OC and BC. Results confirm interpersonal exchange is a key concept in relationship man- agement, in particular in services industry.

Mots clés: brand commitment; organizational commitment; service quality; social exchange

Domaines: Gestion et management

Victor Nasser Harkat, Younes Belfellah, Bilal Bourkha. Commitment: a 'contagious' feeling between employees and customers in banking sector. Geopolitics under Globalization, 2017. ⟨hal-01755479⟩