Precursors and Outcomes of Perceived Value in B2B Banking Services: A Nomological Framework

Abstract

This paper aims to test a nomological network of the precursors (perceived price, price fairness, and service quality) and the multi-dimensional outcomes (economic satisfaction and non-economic satisfaction; behavioral and attitudinal loyalty) of micro-enterprise customers’ perception of value. Structural equation modeling was used to test a research model and two rival models from data collected from 381 micro-enterprise banking customers. The results show that, by charging fair prices, banks will increase not only micro-enterprises’ positive perceptions of price and service quality, but also their perceptions of value. Positive value perceptions result in greater economic and non-economic satisfaction. This then results in loyalty in both the attitudinal and behavioral senses. Economic satisfaction should first be attained before micro-enterprise customers will be non-economically satisfied and show attitudinal loyalty before behavioral loyalty.

Keywords:

• Business-to-business (B2B) relationships
• banking
• price fairness
• perceived value
• service quality
• perceived price
• economic satisfaction
• non-economic satisfaction
• behavioral loyalty
• attitudinal loyalty

JEL codes:

• C10
• C30
• G21

Disclosure statement

The researchers have no conflict of interest to disclose.

Additional information

Funding

This work was supported by the National Research Foundation of South Africa.