RELATIONSHIP BETWEEN FINANCIAL BONDS AND CUSTOMER VALUE IN COMMERCIAL BANKS IN KENYA

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dc.contributor.author Mboya, Tom O.
dc.contributor.author Bonuke, Ronald
dc.contributor.author Chepkwony, Joel
dc.date.accessioned 2017-09-06T09:22:43Z
dc.date.available 2017-09-06T09:22:43Z
dc.identifier.issn 2348 0386
dc.identifier.uri http://hdl.handle.net/123456789/7968
dc.description.abstract This study aims to empirically examine the influence of financial bonds on customer value in commercial banks in Kenya. The financial bonds examined in this study are special discounts (SD), extension of loan repayment terms (ELRT) and free services (FS). The study sample consists of 384 respondents with a response rate of 78.1 per cent. Data was analyzed by employing correlation and multiple regression analysis. The findings revealed that financial bonds are positively associated with customer value in commercial banks in Kenya. The generalization of the findings is limited as the study focused only on a single industry in Kenya. Based on the findings, companies employing financial bonds strategies should focus on improving the usefulness of the financial bonds to customers by reducing the cost of services. This study successfully extends the relational marketing strategies in the context of customer value by incorporating special discounts, loan repayment terms and free services constructs. This extended relational marketing model is developed to achieve the greater understanding of customer acceptance of financial bonding strategy in Kenya’s commercial banks. In conclusion, the model in this study presents a considerable improvement in explanatory power. en_US
dc.description.sponsorship TECHNICAL UNIVERSITY OF MOMBASA en_US
dc.language.iso en en_US
dc.subject Customer value, Financial bonds, Relational marketing, Banking, Kenya en_US
dc.title RELATIONSHIP BETWEEN FINANCIAL BONDS AND CUSTOMER VALUE IN COMMERCIAL BANKS IN KENYA en_US
dc.type Article en_US


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