Testing perceived relational benefits as satisfaction and behavioral outcomes drivers

Purpose – This paper aims to investigate the different types of perceived relational benefits in the bank‐retail customer relationship. It further seeks to assess the influence of these benefits on satisfaction with the bank and on three behavioral outcomes, word‐of‐mouth, intention to continue the relationship and cross‐buying. Design/methodology/approach – Three focus groups with retail bank customers were conducted to identify perceived relational benefits. Then exploratory and confirmatory factor analyses were run on survey data to confirm the structure of relational benefits. Finally, a structural equation model was estimated in order to test the relationships between relational benefits, satisfaction with the bank and behavioral outcomes. The country of study was Greece. Findings – Five types of perceived relational benefits were identified: two trust‐related (competence and benevolence), special treatment, social and convenience. Only competence and convenience significantly affect satisfaction with the bank. No direct link between relational benefits and behavioral outcomes was found, as satisfaction plays a mediating role between them. Research limitations/implications – Findings are context specific but extend previous knowledge on the nature of relational benefits and point out the need to study trust benefits in a multidimensional way as well as to further confirm “convenience” relational benefits. Practical implications – Findings suggest additional leverages to build relationships and help identify priorities for enhancing overall bank satisfaction through relational actions. Originality/value – This is the first time that two types of trust‐related benefits are distinguished and a convenience benefit is identified. Further, two of these newly identified benefits (convenience and competence) are the ones that build satisfaction.