The Moderating Effect of Long-Term Orientation Culture on the Relationship between Trust, Personalization and Customer Satisfaction and Loyalty: A Proposed Framework

Several studies in the field of relationship marketing (RM) have reported that trust and service personalization are significantly related to customer satisfaction and loyalty. Conversely, another set of studies have reported mixed findings. In the same vein, ample relational studies have argued that cultural values significantly impact customer perception and evaluation of services. Yet very little is known of the interaction effect of long-term orientation culture on the association between the independent, mediating and the dependent variables. To fill the gap, this conceptual paper proposes the moderating effect of long-term orientation culture on the impact of trust and personalization on customer satisfaction of bank services. However, the need for the researchers to empirically validate the conceptual model subsequently is felt. The insights provided by this paper can assist bank managers in addressing the issues of customer dissatisfaction and loyalty erosion that embattle the banking industry through a market segmentation strategy that recognizes the differences in the individual customer value orientation.